How cinema advertising can work for you
Cinema is the second fastest growing advertising platform behind the internet, a report by WARC shows.
How is UK cinema performing?
2019 has been predicted to be a “landmark year” for cinema admissions, with the platform remaining popular particularly with a younger audience. Blockbuster releases like ‘Avengers: Endgame’ took £88.6m at the UK box office, with nearly half of tickets being bought by 16-34 year olds.
How does cinema size up against subscription-video-on-demand (SVoD) services like Netflix?
James McDonald (Managing Editor at WARC), assured that the “experiential nature of cinema places it in a different bracket to SVoD services” and that when paired with “the exclusivity of box office hits” should ensure that pressure from SVoD services is minimal.
What audiences does cinema advertising reach?
Cinema advertising is a great platform for reaching a young audience.
In a study by Differentology, cinema advertising is the format that 16-34 year olds feel the most positive towards. These consumers feel that cinema offers them “premium, trusted, quality content in a high-attention environment.”
Of the ten audience groups identified by DCM Media, 16-34 year old adults are the most prolific cinema audience, with an average of eight visits a year. 64% of them also agree that the cinema experience is not something which can be replicated via TV, laptop or mobile.
Research from Kantar Millward Brown has found that among 16-19 year olds, cinema is the most popular traditional advertising medium, with 59% feeling ‘positive about it’ compared to 34% for print, 38% for TV and 50% for outdoor.
Are you interested in cinema advertising for your business? Get in touch today.
https://mediatel.co.uk/newsline/2019/08/22/cinemas-ad-growth-outpaces-other-traditional-media/ , https://www.warc.com/newsandopinion/news/cinema_ad_market_shrugs_off_ott_threat/42533 , https://www.warc.com/newsandopinion/news/uk_cinemas_see_record_audiences_and_adspend/42372 , https://www.dcm.co.uk/audience
Ad spend increased by 3.7 % in 2016
New figures out indicate that Brexit had no adverse affect on UK ad spend with a flat growth in Q3 and an increase of 3.9% year on year, to £5.8bn in Q4.
This is the seventh consecutive year that advertising has shown a growth, with a spend of £21.4 bn in total for 2016 up by 3.7%
Internet spend dominates, up 13.4% to £10.3 bn for 2016. Mobile accounted for 99% of that growth, with ad spend for mobile platforms up a significant 45.4% to £3.9bn.
It is predicted that mobile advertising spend will slow over the coming years (2017: +30.4% and 2018: +20.8%)
Some traditional advertising mediums continue to hold their own with TV advertising growth driven by a 12.6% rise in video-on-demand ad revenues in 2016. Cinema spend was also up by 8% to £257m and radio up 5.4% to £646m.
Print spend fell by 10% to £10.1bn and direct mail fell by 10.4% to £1.7 bn.
The forecast for the next two years is positive with ad spend forecast to grow.
Are you undecided on the best channels to suit your marketing objectives? Contact our friendly team on 02921 320 200 or email [email protected] for award-winning media planning and buying advice.
Cinema Advertising Spend Increases
Cinema advertising spend appears to be increasing due to its audience targeting, technology investments and blockbuster hits.
· 2015 saw 20.8% growth in advertising revenue to 238 million driven by blockbusters including Star wars and James Bond.
· 2016 predicts further 4% growth.
· 1st quarter 2016 saw 26% increase yr on yr.
Cinema recommends advertisers build brands to provide a long term value and a sustainable growth in return. By utilising the 90-second slot with cinema specific creatives and understanding cinema audiences provides the first step to brand building where advertisers can tell a great story around the brand, entertaining the audience who have come to watch a storytelling film.
For example, Airbnb launched a split-screen experience in the, UK for its ‘Don’t go there. Live there’ campaign. It gave cinema audiences the ability to see two alternative travel experiences simultaneously by using specialised bifocal glasses that employ adapted 3D technology. http://www.sawa.com/
Cinematic innovation also allows advertisers to use 4D screenings that use mechanics in seats to move viewers, pump smells and spray water to reflect the action on the screen, it’s all about the audience experiencing things together socially and then sharing this o social media.
The English National Opera (ENO) found that targeting also increases effectiveness of cinema. They focused it’s cinema activity on one region enabling it to run activity for 11 weeks in premium releases, it showcased it’s Madam Butterfly opera highlighting the visual appeal of the production and increased it’s sales targets by 6% . By appearing in cinema it positions itself as a blockbuster production whilst allowing it to showcase the visually appealing aspects of the opera.
As this year sees many sequels to Blockbuster films such as Star Wars, Fifty Shades Darker, Pitch Perfect 3 and Bridget Jones Baby alongside new releases cinema ad spend is expected to continue to grow.
The effort put into the cinema experience, into using technology to create great content and as filmmakers continue to appeal to film fans means the value of cinema for advertisers should continue to grow.
Our team are here to help you benefit from the power of Cinema as an advertising platform. Get in touch with us on 02921 320 200 or email [email protected] for award winning media planning and buying advice.
UK ad spend rises to nearly £20bn, with mobile marketing on the increase!
UK ad spend rises to nearly £20bn a year, around £1bn of which is now spent on mobile advertising…
According to the latest expenditure report undertaken by WARC and the Advertising Association, figures for advertising spend in the UK have risen steadily to nearly £20bn a year. Such figures coincide with predictions for further increases in advertising budgets, as the combined impact of recession and rise of the internet has forced brands to consider promoting on a longer list of media platforms.
Perhaps most significant in platform development is the growth of mobile advertising. The overall budgets for online advertising are expected to rise as figures are now formulated to include heavier spend on mobile advertising. It has been suggested that of the £6.3bn spent on internet advertising, £1bn is now invested in mobile.
Ofcom have delivered some unsurprising statistics that suggest tablet and smartphone devices are beginning to shape the ways in which we work and play. A massive 88% of 16-24 year olds in the UK now own a smartphone, and 44% of UK households now also own a tablet; trends possibly explained by the portability and ease with which individuals can access the internet via these devices.
Expense on mobile advertising and other modern formats such as television on demand are where the rising budgets are being spent, particularly since the so-called ‘millennium generation’ are said to be shaping future communication habits. In conjunction with this, print advertising expenses have continued to decline; with expectations for a 7.3% overall dip in spending in 2014 according to figures produced by the WARC.
The new anticipated release of the Apple iPhone 6 devices, with bigger screen space will mean larger ad space for mobile advertisers.
More people in Wales listen to radio than any other UK nation
If the latest figures from Ofcom’s communication market report are anything to go by, radio should really be considered an important part of your advertising plans, particularly for advertisers wishing to reach a high percentage of adults in Wales.
The radio reach figures for Wales appear to be extraordinarily high, with services reaching 95.4% of the adult population! These massive figures accompanied further impressive statistics to show that Welsh audiences also tuned in for longer listening hours than any other of our UK counterparts. South Wales based stations in particular are reaching large numbers of the population, with Capital for example reaching a massive 98,000 listeners between the ages of 15 and 34 every week. Similarly, South Wales’ Nation Radio has a considerable weekly reach of 173,000 listeners, accruing a total average of around 688,000 listening hours for every week.
These figures no doubt suggest that radio should be a vital element in your marketing mix, if you aren’t making use of this medium and its benefits already. We Angels know that radio advertising can sometimes be costly, and when the purse strings are little tight, plans to make use of those airwaves might be first to face the chop.
However, with the right mix of creativity and innovation, and with the potential to reach huge numbers of the population, radio advertising could potentially produce great returns on that investment.
As always the Angels are on hand to make sure you make the most of your marketing potential, and can help with your plans to identify the perfect mix of media for your campaign.
With the largest increase in DAB radio set ownership over the past year, perhaps there has never been a better time to advertise over the airwaves in Wales. Improvements in DAB coverage are likely to have encouraged these increased figures in DAB ownership and reach. Perhaps it’s time to make the most of these exciting developments and incorporate radio into your marketing mix! Get in touch.