The heightened level of attention paid by cinema audiences delivers greater memorability of ads. A recent Millward Brown study conducted in Australia revealed that 57% of movie goers felt they took more notice of cinema ads than any other medium and 80% found cinema ads more entertaining.
A similar study by Millward Brown in South Africa towards the end of 2012 showed that cinema in conjunction with television improves the youth’s ability to recall advertising messages by roughly 44%! To achieve this level of noting by investing further in television would require the purchase of an additional 200 AR’s… the purchase of this equivalent impact is significantly cheaper in cinema relative to the diminishing returns on television.
Moreover, this suggests that cinema provides unique reach versus television in the youth environment. In fact, when examining the volumetric consumption of certain categories, for example alcohol, cinema delivers as much as 37% unique reach over television in younger profile sectors like tequila and shooters.
It is not only the recall or reach that stands out for cinema as a media choice amongst audiences but also the emotional attachment with cinema which enhances the value of brands associated with the movies. The finding of a 2009 study commissioned by the Cinema Advertising Council of USA found that measuring emotional attachment was a predictive means of measuring product purchase.
Cinema offers clients multiple communication touch points leading to richer and more impactful engagement.
Below you will find the overview and examples of the full cinema opportunity product offering
Fanta
The team felt that the 60 second television commercial had a great “big movie trailer” feel to it so it was much better suited for the big screen. Since the campaign is aimed at teens between the ages of 13 and 17, cinema was the perfect fit. We know that teens love the movies and many malls are great teen hotspots for sampling activities.
BMW
Cinema is a captive environment which enables us to truly showcase the utter beauty of the BMW brand – exhilarating the viewer with the breath-taking imagery, sound and emotive responses. Cinema in combination with our TV presence has a complimenting factor that proves itself over and over. Timing for us is also important and we tend to follow the peaks and trough of cinema, as well as with new movie releases that we are confident in. BMW is forever seeking avenues whereby the consumer or viewer can be immersed into the vehicle for a moment that encapsulates the heart, mind and spirit
Monash
The reason why we opted to use cinema for Monash was because we deemed it an appropriate medium to talk to the youth market in the higher LSM’s. This campaign specifically, also needed a regional focus so cinema made it possible for us to target specific catchment areas that would be relevant to the university and carry the audiences we were wanting to speak to. Cinema is a high impact and premium medium and was considered as a suitable medium to portray the university’s message.
Cell C
Cinema has always been a difficult channel to include on a media schedule because of its high cost-per-contact and relatively lower reach potential compared to traditional media. However, through a combination of data from TGI and Millward Brown, we were able to prove that we could achieve a 3% greater effect on a media schedule when cinema is included than when it is not. In addition, when we isolated the media, we found that cinema added a 4% incremental reach gain to the buy against our primary demo. So, although cinema may not always be the Star of the show on a media schedule, we see it as a fitting Oscar contender for Supporting Actor.
