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| Author | Zoe Aresti |
Participating in Advertising Week Europe’s Master of Monetisation panel session, DCM’s CEO, Karen Stacey, discussed how you make money, connecting with consumers and the evolution of traditional and digital along with Matt Teeman, Commercial Director, Bloomberg Media; Darren Childs, CEO, UKTV; Léon Siotis, Senior Director, Media & Publisher Development, BrightRoll and James Harris, Head of International Agency Relationships, AOL.
A common theme that came out of the discussion is that brands must be smart in their ways of thinking. When developing a brand’s message, you have to think about the audience and what they’re doing. While it’s hard to make great content – it’s expensive and time consuming – but it’s what consumers want. It’s more about monetising the audience rather than the media.
Karen stressed the importance of emotional messaging and the trend towards more emotional advertising. The most effective as create emotional connections and cinema is in a great position to capitalise on this. You don’t get a more emotional medium than cinema.
Karen also highlighted the huge digital transformational journey that cinema has been, which was led by Karen’s predecessor, Simon Rees. Just a few years ago there were 200 little men on mopeds going round delivering films to cinemas. Going digital has made cinema so much more flexible and efficient. It now only costs £3000 to take a TV ad and make it cinema-ready, such as adding Dolby sound. Recent DCM research showed that when shown the same ad in different media, 81% or people thought the same ad was better in the cinema than when shown on TV, so why not showcase your content on the big screen?
To finish off, Karen discussed The Lego movie, which was the biggest film last year, as a great piece of branded content. Advertisers must ensure they’re using their branded content in the right way and the launch platforms available to them must be rightly utilised. Some great brands are creating content with iconic film directors and there’s a real opportunity to amplify this by launching in cinema.