Cinema advertising is an accepted and integral part of the cinema experience.
Moviegoers are receptive to cinema ads which are often seen as part of the entertainment:
"... [the cinema pre-show] is like waiting for a really good thing. I love previews. Ads are just what you have to get through to get to the movie - like wrapping on a present."
A stand out result was cinema’s heightened ability to deliver brand appeal in relation to other media channels. Cinema clearly did a better job at building brand appeal than other media, with average brand appeal scores for ads shown in cinema significantly higher than Millward Brown TV norms.
The research also provided insight into creative considerations to get optimum performance from cinema advertising. The study explored a range of ad executions to identify characteristics that make great cinema ads. Great cinema ads, as judged by moviegoers themselves, were highly effective, delivered exceptional brand appeal and high levels of enjoyment and persuasion.
Great cinema ads typically have the following characteristics:
- Provide escapism
- Involve the audience
Are able to deliver benefits they promise without necessarily resorting to rational or relevant information.
The study showed that with the right creative execution cinemagoers are accepting to ads for a broad range of categories -
"... they can get away with anything if it's a good enough ad."
This research has revealed new findings about the cinema viewing environment, cinema's brand building potential and the medium's ability to make good advertising creative really excel.