Cinema advertising

Why Cinema?

Why Cinema: Building Box Office Brands

The fourth edition of DCM's Building Box Office Brands series, Mission 16-34: Launch, Land, Impact, was created in partnership with Differentology and explores the different roles that AV media play in the lives of young people and how cinema helps brands launch and land their messages with impact.

Reaching this audience is easy but getting them to take notice and take action is not. With the industry lamenting a lack of commercial opportunities to engage with this ‘Netflix’ generation, Mission 16-34: Launch, Land, Impact aims to provide new insight into the role cinema advertising should play.

Four Key Takeaways - Mission 16-34: Launch, Land, Impact

1.

THE 16-34 AUDIENCE

Kantar Millward Brown’s AdReaction study found that cinema is the ad format that 16-34s are most positive towards so DCM’s mission was to better understand this audience, their AV habits and the implications for brands.

2.

LAUNCH YOUR CAMPAIGN WITH CINEMA

Cinema delivers cultural moments. The 16-week theatrical exclusivity window for cinema
means that the big screen is still able to deliver big cultural moments that brands can take advantage of. Over half of 16-34s agree that they “don’t like missing out on things other people are talking about” so they’re quick to see the latest blockbusters to ensure they can be part of the wider conversation. This is perfect for brands looking to launch campaigns and reach an engaged, young audience.

3.

LAND YOUR MESSAGE IN THE BEST ENVIRONMENT

Cinema occupies a unique position within AV. The research shows that different AV
channels are chosen either with ‘active intent’ or ‘inactive intent’ with some platforms delivering both at different times. Cinema occupies a unique position within the AV mix as the only fully ‘active’ channel – it’s a destination experience where 16-34s have actively
planned to pay attention. This makes cinema the best environment for brands to land their campaigns – with an audience that is engaged and attentive.

4.

IMPACT YOUR AUDIENCE

Cinema delivers positive impact. Kantar Millward Brown’s findings from Building Box
Office Brands Volume III revealed that cinema delivers a greater contribution across all key
brand-building metrics, but particularly brand love and brand difference. Including cinema in the media mix delivers a 58% uplift in the campaign’s brand-building contribution.

Over the last three years, Building Box Office Brands has proved the unique role cinema plays in today’s media landscape. Volumes 1-3 were conducted with global research agencies Kantar Millward Brown and Benchmarketing and designed to explore the value of cinema within the AV mix. The results from the comprehensive analysis revealed that cinema engages receptive audiences, delivers unbeatable brand-building impact on the people it reaches, generates significant ROI and cinema’s impact leads to long-lasting sales effects.

Building Box Office Brands - Fast Facts

1.

CINEMA DELIVERS RECEPTIVE AUDIENCES

Cinema is THE ad format that the elusive Gen Z and Y (16-34s) audiences have the most positive attitude towards. Gen Z, the first generation to have grown-up in the online, on-demand, ad-blocking world is proving hugely challenging for brands to positively reach, so the cinema is the best place to engage and entertain them.

2.

CINEMA DELIVERS UNBEATABLE IMPACT

Cinema delivers unbeatable impact per person across the five core brand-building pillars that help drive growth and value for businesses. Its unrivalled impact even at low frequency and makes it an invaluable part of any AV schedule.

3.

CINEMA DELIVERS RETURN ON INVESTMENT

Benchmarketing analysed its databank of over 500 UK econometric case studies to better understand the ROI delivered by cinema. Four key categories, including the overarching All Services category (incorporating retail, finance, telecoms, travel advertisers), were analysed. The findings revealed that advertisers across a variety of sectors are currently under-investing in cinema and by increasing spend they could see growth in their total campaign ROI.

4.

CINEMA DELIVERS LONG-LASTING SALES EFFECTS

Adstocks help us understand what impact advertising on different channels has on sales over time so it’s a critical measure for brands. If a channel’s adstock level is 75%, sales will on average retain by 75% each week after launch. TV and Cinema deliver significantly higher results than Online Video, reiterating why adopting a multi-screen strategy with Cinema playing a pivotal role delivers significant results and helps build box office brands.

HOW CAN DCM HELP?

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 2019 – 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.