Cinema Advertising Overview
Cinema advertising has only relatively recently been gaining more attention from brands as an effective channel in communicating messages to consumers. It has become increasingly harder to present advertisements to consumers through traditional mediums such as tv and newspapers due to the introduction of subscription services. These services provide consumers with the ability to block ads by paying a subscription fee. Hence brands are beginning to consider non-traditional methods of advertising to communicate directly with their consumers. One of these methods is cinema advertising, which has experienced significant growth from 2012 to 2017.
Advantages Of Cinema Advertising
Cinema advertising like most mediums has its benefits and disadvantages. While some brands are cautious of cinema advertising, it can be considered a missed opportunity. When considering the consumer perspective, some consumers consider the ads and trailers the most important part of the movie going experience. It should be noted that due to the nature of the cinema environment, ads are generally being presented to a highly captivated audience. This is due to generally a lack of noise within the auditorium to distract audiences from paying attention to the screen. Even the cinema screen captivates audiences due to the contrast of the darkness in the auditorium and the brightness of the cinema screen. This can to some degree influence the audience to not talk and leave their seats.
A number of studies have found that cinema advertising leads to higher brand recall, meaning the consumer remembers a brand when something relevant about it is mentioned such as its product category. This can result in the consumer picking a particular brand from a list of similar brands due to the connection they have built with it in their minds. Other studies have found that the brand recall of a consumer after watching an advertisement in the cinema is even better than watching an advertisement on tv.
There has also been evidence of the consumer having a more positive perception of the brand after being exposed to it on the cinema screen. Many studies have shown a positive correlation between the consumer attitude towards a brand and cinema advertising. According to some studies even consumers that were not fans of advertisements being shown in the cinema, preferred to watch something on the screen before the movie started instead of nothing.
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About Unique X
Unique X is a brand for the future of digital cinema, providing intelligent autonomous solutions and content services. Unique X operates in 80 countries globally and specialises in delivering innovative cinema software. To date, more than 200 million GB of data have been transferred, and over 300 million advertising playlists have been delivered. Cinema solutions include RosettaBridge TMS (Theater Management System), RosettaNet Circuit Management System, Movie Transit (Digital Cinema Package Content Delivery Network), Basekey (KDM management), RosettaPOS (Point of Sale), RosettaLive (Event Streaming) and our suite of sophisticated pre-show products of Advertising Accord, AdTransit and SmartTrailering.
- Frison, S., Dekimpe, M., Croux, C. and De Maeyer, P., 2014. Billboard and cinema advertising: Missed opportunity or spoiled arms?. International Journal of Research in Marketing, 31(4), pp.425-433.
- Yuan, S., 2017. An investigation of the influence of cinema environment on advertising effectiveness. International Journal of Advertising, 37(4), pp.591-608.
Frison, S., Dekimpe, M., Croux, C. and De Maeyer, P., 2014. Billboard and cinema advertising: Missed opportunity or spoiled arms?. International Journal of Research in Marketing, 31(4), pp.425-433.