New research from Digital Cinema Media (DCM), Kantar Millward Brown and Benchmarketing has revealed that using cinema alongside TV is the most “influential” AV combination for brand building metrics.
Kantar Millward Brown analysed 269 campaigns across Europe by splitting them into groups based on the AV strategy they used. The results focused on five brand building metrics that drive brand growth: brand salience, love, difference, consideration and recommendation.
The research revealed that campaigns using both TV and cinema as the AV media channels contribute on average 1.58% to total brand KPI, whilst TV, cinema and online video contribute 1.3%, followed by TV alone at 1.09%, and finally TV and online video at 0.72%.
Meanwhile, Gen Z (16-19 year olds, 44%) and Gen Y (20-34 year olds, 34%) rate cinema as the AV advertising format they are the most positive towards ahead of TV and online video. However Gen X (35-49 year olds) is also receptive to big screen advertising with 31% for cinema and 33% for TV.
“AV advertising can help brands gain fame and top-line growth and, while understanding the effectiveness of individual channels is important, we are also aware that advertisers want to understand how to make their media mix more effective,” said Zoe Jones, marketing and insight director at DCM.
Across all five brand metrics analysed, cinema (2.0%) delivers ‘unbeatable’ contributions per person reached, followed by TV (1.4%) and online video (0.7%).
DCM also said that cinema drives longer lasting sales effects and is more memorable.
“With advertising facing many issues such as ad avoidance and brand safety, longer-term brand building has never been more important,” said Jane Ostler, managing director of media, digital and brand at Kantar Millward Brown.
“Our partnership with DCM clearly demonstrates the brand-building power of AV channels and cinema’s unique and integral role as part of a multi-screen strategy.”
Karen Stacey, CEO at DCM added: “This study has shown that cinema is a real ‘triple threat’ being able to provide brands with the opportunity to reach audiences at their most receptive, which in turn delivers unbeatable impact per person across core brand-building metrics and ultimately increased memorability that leads to longer-lasting sales effects.
“Cinema is a true ‘appointment to view’ channel which can help build box office brands and should be considered as part of any AV media plan.”
The study coincides with the news that DCM has launched DCM Studios, a new division designed to maximise the power and potential of the unique cinema experience. Led by DCM’s creative business director, Jeremy Kolesar, DCM Studios will operate across four key areas: technology, film content, film partnerships and content production.
