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| Author | Tom Linay |
Digital Cinema Media (DCM) has partnered with global research company Millward Brown to launch DCM CrossMedia, a long-term insight programme designed to provide advertisers access to trusted and unbiased cross-media measurement. DCM CrossMedia aims to better understand how each media channel used is working, how best to optimise different media channels and the role cinema plays in the media mix.
To mark the launch, at DCM’s annual Upfronts event at BAFTA today (23 November), the first in a series of CrossMedia research studies – Building Box Office Brands – has been published, drawing on the learnings of the Millward Brown CrossMedia database.
The study and the ongoing measurement programme with Millward Brown represents a significant investment for DCM, on behalf of the cinema industry, totalling more than £1m over the first three years alone.
Karen Stacey, CEO, Digital Cinema Media, said: “According to the latest IPA Touchpoints 6 data, 87% of all adults now consume media simultaneously and brands are experiencing intense competition due to this ‘attention deficit’. Understanding how each media channel captures attention, emotion and a point of difference for brands is more important than ever. So we have partnered with Millward Brown and invested in CrossMedia measurement for the long-term.”
The findings from the first meta study, Building Box Office Brands, reveal the unique value of cinema media in today’s cross-media landscape. Drawing on the combined learnings of 183 Millward Brown CrossMedia European case studies, with almost half from the UK, the study explores how each media performs against the five key metrics proven to drive brand value and sales growth: Brand Salience, Brand Love, Brand Consideration, Brand Difference and Brand Recommendation.
The five key takeaways for cinema are:
Cinema makes brands memorable.
Cinema, Magazines and TV are the strongest contributors of Saliency (awareness) per person reached. Having strong Saliency means consumers are more likely to recall a brand when activated by an idea relating to retailer or category choice, which drives sales volume.
Cinema creates a brand love story.
Cinema makes consumers fall in love…with brands. No media channel is better at building brand love. It’s also the most efficient, delivering 5.4% media ROI for every £1m invested. Love makes brands swell rapidly in value and consumers are far more likely to pay a premium for what they love.
Cinema generates brand difference.
Cinema is the number one place to create Brand Difference, delivering the biggest contribution per person reached, and with 5X more efficiency than Online Video. Brands that are seen as ‘Different’ increase brand value, attract new customers, command a price premium and stronger loyalty.
Cinema turns audiences into customers.
Cinema moves people. Cinema and magazines are the most successful media at driving consideration for brands. Cinema also has 20X the media ROI for efficiency vs TV, per person reached. Consideration helps create customers and is a key brand metric at the furthest point of the purchase funnel.
Cinema wins influential fans for brands.
Cinema, Magazines and Online Video are the most effective media at driving brand recommendation. That word of mouth – particularly in today’s socially networked world – creates brand advocates. A brand which can motivate consumers to talk about it is a brand with the power to significantly grow its sales.
Karen Stacey continues: “Our findings from the first Building Box Office Brands study reveal that all AV media channels deliver on key brand metrics and work better together. Cinema plays a vital role on the AV schedule as it is proved to be impactful and efficient, cutting through the media clutter to help brands grow in value.”
Vincent Blaney, European Brand Director, Media & Digital, Millward Brown, added: “Our CrossMedia analysis shows that campaigns with more touchpoints tend to have greater impact and drive long-term value as each media has its own role to play and often amplifies the performance of other media.
“Looking at the brand impact of exposure to cinema advertising in particular, clearly demonstrates that cinema media delivers significant, and in some cases unbeatable, contributions to some of the most important brand metrics – ultimately leading to more powerful and profitable global brands.”