Why advertisers shouldn’t lose sight of the silver screen
Emma Hargreaves, head of customer success at Kantar’s Media division, states the case for why advertisers should be flocking back to cinemas
As cinemas reopen from this week, brands should be reassessing where the big screen sits in their marketing mix.
It’s been a tough year for cinema and marketers might be wondering whether it is worth reinvesting in the channel. They would be wrong to overlook it.
Almost a third of British adults turn-up early to watch the trailers – a sizeable and captive audience for advertisers.
That’s some 17 million people that pay full attention (no making a cup of tea during the break or looking at their phones) and one with spending power too.
Early arrivals are also 45% more likely than the average adult to have a family income of £75,000 or over.
Cinema viewing was growing before it came to a standstill over the first lockdown and it is consistently cited as one of the main things people have missed over months of restrictions – no home surround-sound system can quite replicate the shared experience of watching a film in the movie theatre.
Businesses need to look at cinema goers with fresh eyes to tap into this potentially lucrative customer base as restrictions ease.
New opportunities
We know from Kantar’s TGI consumer data that cinema audiences are typically more willing to take risks and try new things, making them an ideal target for advertising campaigns promoting new brands or products.
Converting these younger, more affluent consumers can be invaluable for brands, leveraging their power as potential trend setters. Aspirational adverts promoting something out of the ordinary can tap into their desire to try something different.
Plus, there are opportunities for brands beyond the trailers too.
The cinema sector is currently trying to reinvent itself as the big picture houses aim to create a new evening out experience – one that streaming services can’t compete with.
Look at Everyman, a high-end alternative now found in towns and cities across the UK, or the popular Backyard Cinema, whose innovative screenings offer elaborate, themed nights out.
Advertisers can play a prominent part in this, from product tie-ups like food and drink platters, to new immersive experiences or branding placement on deckchairs and blankets.
It’s important to remember digital too and the chance to drive eyes and minds to businesses through ads on email tickets and apps.
Campaigns that pack a punch
Whatever the chosen strategy, brands should bear in mind that this is an audience that wants to be entertained.
After over a year of isolated activities and social restrictions, people want to enjoy a collective experience again and to feel something together.
Businesses need to reflect that in their campaigns. Just as with the films that people are going to see, advertisers have to provoke an emotional reaction with their creative content to make an impact and be memorable for consumers.
We know that partnerships with famous faces work well too.
Cinema goers are twice as likely than the average person to agree that celebrities influence their purchase decisions, perhaps a reflection of the connection they feel with the stars on screen.
The cinema might seem like a familiar friend but there is a real sense of flux in the sector – one that advertisers can benefit from.
As people shake-off the habits of lockdown and socialise again, advertisers should reconsider their investment in the silver screen.
It’s worth remembering that cinema-goers are almost 60% more likely than the average adult to be tempted to buy products they have seen advertised.
The rewards of getting cinema advertising right are potentially great and in the battle for post-pandemic spend, brands cannot afford to miss out.