Cinemagraphs could become Facebook’s new trend
Today’s social newsfeed of posts are far from the static state they once were. Have you noticed more videos than ever on Facebook? They could soon allow moveable images as eye-catching as these in social posts and ads…
Cinemagraphs are a type of GIF, a photo in which only a piece of the image subtly moves. Some social-networking sites and apps, such as Instagram currently support auto-play videos on loop, with the potential for moveable images to be able to do exactly the same.
Many popular cinemagraphs are borne out of the extraordinary design work of Ann Street Studio. This frosted perfume bottle reminded the designer of a block of ice, a place where creative ideas are frozen and then emerge into fruition; beginning to melt away, slowly, as ice turns into liquid.
This cinemagraph for Italian Pinot Grigio Ecco Domani, anchors the allure of modern Italy and the perfect summer evening, dining al fresco. The image perfectly captures the sleek, crisp and fresh taste of a glass of Ecco Domani. It’s truly captivating.
This cinemagraph was featured on Gilt Taste, a former online magazine and market for food and wine lovers. Imagine M&S recreating something similar online…
This ad as part of a series of cinemagraphs for Tiffany and Co. is made to capture the warm beauty of the Tiffany 1837 Collection in RUBEDO – a jeweler’s metal that radiates with the warm tones of first morning light… The image is so lifelike, we just can’t take our eyes off this one.
Coca Cola’s cinemagraph was instantly popular on Tumblr, receiving 35,000 “notes,” which is Tumblr’s term for likes and reblogs combined. This rate of engagement speaks for itself.
Calvin Klein uses CGI rain to drive users to the Encounter Calvin Klein website, were they could view the full fragrance film, starring Alexander Skarsgård and Lara Stone.
Cinema delivers low ad avoidance and high engagement
It has been reported by the RAB that cinema delivers the lowest ad avoidance across all media platforms. Only 8% of people manage to avoid cinema advertising, with individuals claiming to engage positively with an estimated 33% of cinema adverts.
This engagement is said to be at a much higher level compared to other forms of media.
These findings are perhaps unsurprising; particularly given that the ads are seen by many as part of the overall cinema-going experience. Despite respondents claiming that cinema advertising is difficult to avoid, consumers of cinema are actively engaged, captive and willing; they have consciously ‘opted in’ to this viewing experience. Cinema is one of few ways to reach audiences on a large scale, with such deep engagement in content.
The cinema experience is said to encourage these audiences to relax and a focus on the big screen in front of them. This focus forms a deep engagement with brand messages being shown; the impact of which is believed to be 8 times greater than advertising on television. This intense focus inevitably leads to an improved ability to recall detail in advertisements.
Given that there are on average 10 new films of different genre released every week, a broad and varied range of audiences are attracted to cinema screens; the reach of cinema advertising is therefore extremely wide and diverse.
Where cinema takes the lead with lowest ad avoidance figures; radio was close behind with only 16% successfully avoiding adverts broadcast through this medium. Looking at these figures in the context of television (44%); newspapers (68%) and magazines (61%), cinema and radio advertising are the clear front runners!
The Media Angel team are on hand to provide guidance on whether cinema advertising can fit in well with your campaign objectives. Give us a call or drop us an email for advice on the best cinema locations to suit your campaign and reach your preferred target audience.