Cinemas play a large part in the advertising business. Advertisers know full well that movie cinemas offer a dynamic medium to showcase their products and services. The venue provides a distraction free environment as much of the attention is focused on the big screen.
In addition to this, the behavioral patterns of movie goers have been scrutinized by industry experts to come up with effective ways for cinema advertising. Based on research, the following information reveals how people watch advertisements in cinemas:
· Moviegoers don't mind advertising in the cinemas.
A recent study shows that advertising in the cinema is widely accepted. Two thirds of movie watchers agree when they are asked "movie goers don't mind advertising in the cinemas". For teenagers between 12-17 years and young adults between 18-24 years, the agreement to the statement was even much higher at 71%. For mid adults between 25-54 years old the agree rate was 62%, and for the older people aged 54 years and above showed 59%.
In spite of what is being reported by the mainstream press, the study shows that moviegoers don't mind viewing advertisements in cinemas.
· The increase of advertisements in the cinema is generally accepted.
As advertisers take the opportunity to showcase their products and services in the cinemas, an increase of advertising time has been noted during film showing. To find out if this had a negative or a positive effect amongst moviegoers, determining the frequency of movie attendance would reveal the impact.
Based on statistics, 80% of moviegoers in the US say that cinema advertising is not a hindrance to their favorite pastime activity. The respondents also say that the frequency of their movie watching activity is about 2-3 times a month. 77% of those who watch movies once a month say that advertising in cinemas is OK and acceptable. 54% of those who watch movies 4-5 times a year say that commercials in the movie houses are acceptable. Only about 12% who rarely watch movies say that advertising in cinemas are not acceptable. This shows that cinema ads are not a hindrance to their pastime activity and most of them say it is generally accepted.
· Half of movie watchers find cinema ads more interesting than TV ads.
The study that led to this conclusion is rather interesting considering that most of the commercials shown in cinemas are actually also from TV ads. Unlike TV ads where viewers tend to be passive when watching a commercial, cinema ads carry a lot of impact when viewed by moviegoers. The reason for this is because most cinema ads are shown prior to the film. This is a fairly new practice for cinemas in the US. But for some countries outside the US, this has been going on for decades.
As the anticipation increases for a movie watcher to view the upcoming featured movie, showing a commercial prior to the film is a perfect time as most viewers are more alert and interested in what they see and hear. This leaves a greater impact on the minds of the moviegoer. A commercial that has been shown many times on TV will more likely be remembered when viewed in a cinema prior to the movie.
Notable Points
The behavioural pattern of moviegoers suggests that cinema advertising is an effective method to reach potential costumers. As an advertiser, it is worth noting the following points that can make an advertising campaign more effective:
· More than 150 million people in several countries go to the cinemas at least once a month.
· Advertisements shown in cinemas have the potential to reach 165 million consumers throughout the world.
· 81% of frequent moviegoers are teens between 12-17 years. 72% are young adults aged between 18-24 years. 67% are mid adults 25-54 years and 54% for the older generation aged 54 years and above.
As the growth of the movie industry brings an influx of moviegoers into the cinemas, companies throughout the world see the marketing opportunity this can bring. Understanding how people watch cinema ads can determine how best to promote your products and services through cinema advertising.
David Krynauw is a marketing and economics specialist with extensive experience in advertising, marketing and media, cinema exhibition and distribution management. David loves being involved in transforming under performing businesses into successful enterprises by developing a clear and practical plan for growth that creates value for the owner and a vision for the future of the business.
If you are looking for a reliable individual to manage your cinema advertising needs from creating the video to bring them to the right audience, please contact Mr. David through this link: Cinema Advertising Sydney
3D Cinema Campaign creates impact for Staedtler
To capitalize on blockbuster summer holiday movies Staedtler ran a cinema campaign targeting family audiences in both 2D and 3D.
Research proved that the ad had a huge impact amongst moviegoers and drove brand awareness.
Key Results
- Staedtler was the most top of mind brand in category amongst those with an opportunity to see the cinema ad. Spontaneous brand awareness was doubled compared to the control group.
- The cinema ad achieved huge recall. 30% of moviegoers recalled the ad spontaneously rising to 80% after prompting.
- Recall was particularly strong amongst those seeing the campaign in 3D. Almost 40% recalled the ad spontaneously, an uplift of 30%, over the already strong recall for 2D.
- A high level of detail was recalled from the commercial proving the deep engagement achieved by advertising in 3D.
Staedtler's Marketing Manager, Margaret Savage, said:
“... With cinema we reach a captive audience of parents and children together while they are enjoying themselves, and Summer is the key time of the year for our business.
We wanted to make the most of the 3D cinema experience and the opportunity to take the campaign into 3D enabled us to continue to be innovative, a quality that Staedtler products are already recognised for.
We are very pleased overall with the Val Morgan summer cinema campaign. The campaign research key findings undertaken by Val Morgan were extremely satisfying for us to see and further reinforced our decision to extend our cinema advertising to 3D.”
3D Cinema Campaign Drives Fish Finger Sales
Birds Eye launched a 3D cinema campaign with major family movies, reaching parents and children together in a capivating, high impact environment.
As a result of the campaign, with no other advertising support at the time, sales of Birds Eye Fish Fingers increased by 20 percent.
“Birds Eye is the first FMCG company to have utilised this spectacular technology in Australia and the sales results support the creative execution,” said BWM Executive Creative Director Rob Belgiovane.
Cinema delivers 6x the engagement of TV
Independent research has proved the unique experience and viewing environment of cinema combines to deliver six times the impact and engagement of the same advertising on television.
With ad avoidance and multi-tasking redefining how media is consumed, advertisers are facing increasing challenges to connect and engage with consumers. This research demonstrates that Cinema has a key role to play in amplifying an advertiser's screen strategy, delivering engagement, impact and cut-through at a level no other media can match.
How the research was done:
The research, conducted by Australian Online Research, involving campaigns breaking concurrently on cinema and TV. Respondents had an opportunity to see the advertising on either Cinema or TV.
Measured proven recall amongst people with an opportunity to see the ad on either cinema or TV.
What it means for advertisers:
The research proved that cinema generates:
- 6 times the impact of TV
- 6 times the ad memories of TV
- 6 times the engagement of TV
Include cinema in your screen strategy and super charge your campaigns today!