Cinemapper

The ability to plan tactically is vital to any campaign and DCM’s Cinemapper tool offers the opportunity to do just that. Winner of the Best Use of Data Sets category at the 2016 Mediatel Media Research Awards, Cinemapper is a proprietary proximity planning tool that gives brands the ability to run national campaigns with a local spin across the UK.

The tool hosts details on thousands of retail locations, so we can place your ad where your clients do business. It also holds demographic data, so brands can locate their ideal customers and target them more accurately.

  • shopping Cinemapper enables us to map our cinemas against our clients’ retailers and stockists. With 98 per cent of cinemas within one mile of a retail location, Cinemapper helps demonstrate cinema’s ability to drive audiences through the purchase funnel due to its proximity to point of purchase.
  • group The in-built Personicx system allows us to map 55 different audience segments across the UK and to identify the best cinemas to advertise in to reach them. This helps advertisers cut wastage, boost efficiency and maximise ROI. Cinemapper continues to make cinema an increasingly efficient medium, showcasing the most relevant ads to our brands’ target audiences.
  • end-frame-local Our proprietary planning tool also allows us to provide innovative propositions to brands, such as putting a 5” geographically-specific end frame at the end of an ad to give a national campaign a local edge. Having had success with numerous brands ranging from MINI to Pizza Hut, end frames continue to go from strength to strength and provide advertisers with that increasingly elusive relevant message that they take notice of.

Building Box Office Brands: Volume II

Building Box Office Brands: Volume II explores the role of cinema in today’s crossmedia landscape. Drawing on the combined learnings of 228 Millward Brown CrossMedia European case studies, with almost half from the UK, it provides the latest insight on how each medium performs against five key brand-building metrics proven to drive brand value and sales growth. Results reveal another strong performance for cinema, delivering unbeatable contributions per person reached across four of the five metrics.

  • 1 Achieving this strong salience (awareness) is crucial for brands to ensure they are top of mind when consumers come to make decisions. Cinema, TV and magazines are the best contributors to awareness per person reached. While TV has the benefit of frequency, the results highlight the real value in the quality of exposure. Exposure to the ad on the big screen when the audience is undistracted and engaged helps drive the strongest impact per person reached.
  • 2 Love is an important ingredient for brands which are looking to grow – when there is often little separating products in a functional sense, a brand that is more lovable is more likely to be chosen. AV channels dominate when brands are looking to make audiences fall in love, with cinema, TV and online video delivering the strongest contributions. The big screen remains the best place for brands to tell their stories, emotionally engage audiences and grow affinity.
  • 3 Being perceived as unique or setting trends is key to help brands stand out, attract new customers and command better loyalty. Cinema is the number one place to create brand difference, delivering the biggest contribution per person reached. The engaging, comparatively clutter free environment that cinema provides is the perfect blank canvas for brands. It allows them the creative freedom to tell their brand stories, establish a sense of trust and achieve stand out.
  • 4 Consideration is one of the most crucial steps on the path to purchase. After all, someone can be aware of your brand and still not buy it. Cinema is the most successful medium at driving consideration for brands, with a contribution per person reached almost twice as much as magazines, the next best-performing channel. Cinema is able to offer brands an upmarket, affluent audience in an engaged environment that can help drive consideration further.
  • 5 Word of mouth is one of the most influential touchpoints in the consumer decision-making process. Consumers are placing increasing value on recommendations from peers and trusted sources. Magazines and cinema provide brands with the biggest contribution to recommendation per person reached. Tapping into the socially-savvy cinema audience is a great way of generating talkability and buzz around a brand.

Understanding cinema’s role in the media mix

DCM has partnered with Millward Brown to offer advertisers the chance to have their campaigns analysed using Millward Brown’s CrossMedia methodology and provide a better evaluation of cinema’s role within the wider media multimedia mix. This solution allows advertisers access to trusted and unbiased cross-media measurement that will help them better understand how each channel used is working and how best to optimise their media mix going forward.

For more information and eligibility criteria please download the one page here.

Understanding cinema’s return on investment

For every campaign, DCM can supply a free post-campaign spot report that contains all the granular cinema information that econometric teams need to feed into their model to accurately pinpoint cinema’s ROI. DCM is also looking to commission a handful of econometrics-based test & learn projects in 2017 – whether it be an advertiser looking to test increased investment or a brand new advertiser to the big screen. You don’t need to have an econometric agency already, but if you do, we are happy to work alongside them to measure your campaign.

For more information on the post-campaign spot report and eligibility criteria for the Test & Learn fund please download the one pager here.

The bigger picture: Higher impact, higher engagement.

Our latest research has provided new evidence into the unique power of cinema advertising. The study, conducted by Hall & Partners and launched in November 2014, proves that cinema advertising is processed by the brain more consciously, explaining why cinema is such a powerful, emotionally engaging medium for brands in today’s changing media landscape.

The findings revealed that cinema is triggering advertising responses in a very different way to other media, particularly TV: 

  • 8x Cinema advertising is 8x more effective at making your brand stand out from the crowd than TV.
  • 4x Cinema audiences are 4x more likely to be emotionally engaged than a TV audience.
  • 3x If you show people an unbranded still from an ad, 3x as many cinemagoers will actually recall which brand it is for when compared with TV viewers.
  • 2x Those exposed to ads in the cinema are 2x as likely to recall a brand compared to TV.

To find out more download our full pdf or contact our Insight team.