Reach
Cinema can be used to effectively target audiences potentially hard to reach on TV.
- Source: Millward Brown
In this solus cinema campaign there was an obvious direct impact on advertising awareness for the brand despite considerable misattribution to TV.
Consideration and brand appeal also increased over the life of the campaign.
- Source: Millward Brown
Extend
Cinema with its lower entry cost than TV provides an alternative to the burst vs drip TV argument and can be used to cost-effectively extend the life of a campaign.
In this example, for a leading FMCG brand, cinema was again the solus advertising channel, with the cinema activity occurring several weeks after TV.
- Source: Millward Brown
Cinema created a new impetus for the execution and renewed the impressions of seeing the brand on TV – building the ‘big brand’ feel.
Magnify
Cinema is often used concurrently with a number of other media. The example below illustrates how cinema magnifies the potency of a large campaign using a number of media channels.
The inclusion of cinema has increased the number of points of contact with the brand and made a clear contribution to the total media effect.
Awareness of the cinema activity resonates long after the end of the campaign, the impact, focused attention and engagement creating long-term ad recall.
- Source: Millward Brown