Cinema ads drive brand love and big returns: DCM study

Digital Cinema Media (DCM), a leading cinema advertising company, has released Building Box Office Brands: Volume II, a new study conducted in partnership with Millward Brown, a global research agency. The study explores the role of cinema advertising in today's media mix and its impact on key brand-building metrics.

The study draws on findings from 228 Millward Brown European CrossMedia case studies and incorporates new return on investment (ROI) insights from Benchmarketing, a consultancy part of the Omnicom Media Group.
Key Findings:
Cinema delivers unbeatable contributions per person reached across four of the five key brand-building metrics: brand salience, brand love, brand difference, and brand consideration.
Cinema is the most effective medium at driving consideration for brands, with a contribution per person reached almost twice as much as magazines.
Cinema offers brands an upmarket, affluent audience in an engaged environment that can help drive consideration further.
Cinema advertising is a powerful tool for generating word-of-mouth buzz and recommendations for brands.
Cinema impacts drive significant revenue ROI, and advertisers should be making more use of the big screen in their campaigns.

The Godfather Part 2, The Dark Knight, and Star Wars: Episode V - The Empire Strikes Back are cited as examples of sequels that built upon the success of their predecessors. Building Box Office Brands: Volume II argues that cinema advertising can play a similar role for brands, by amplifying the impact of existing marketing efforts.

Cinema's ability to provide this much-sought-after audience attention ultimately delivers significant, and in many cases, unbeatable contributions per person reached across some of the most important brand-building metrics.

The study also highlights the importance of using a media mix that includes cinema alongside other channels, such as TV and online video. 

Andrew Tenzer, Co-Founder, Burst Your Bubble, said: “Cinema provides a powerful shared experience in which people feed off the energy of others, and makes us feel closer with others. This highlights the continued importance of cinemas within communities – and how they are particularly key in the context of battling social disconnection and isolation among younger adults.”
Karen Stacey, CEO, Digital Cinema Media, said: “Co-viewing is important because people enjoy talking about what they are watching together. For cinema, the ads and trailers are seen as an integral component to the whole experience – we place your brands at the heart of human connection. This is why we believe brands should include cinema as part of their AV mix to maximise talkability around key launch moments, and maximise the cultural power of their own brand.”
(Image by Mohamed Hassan from Pixabay)