Research Shows Buying Cinema Advertising With TV Delivers More Than 40% Lift on Key Brand Measures
NEW YORK, NY — A new research study by Lieberman Responds shows that buying cinema advertising with TV ad campaigns increases ad recall. The research was done on behalf of Screenvision, a leading national cinema advertising provider. To measure cinema ad impact for brands across a wide range of categories such as consumer product goods, automotive, electronics, telecom and retail, Lieberman Responds fielded 70 in-theatre studies among 3,000+ moviegoers. The findings prove that when brands add cinema to their TV advertising campaign, ad impact increases among moviegoers who previously saw the TV spot and recalled the ad in Screenvision’s pre-show two and half hours after exposure, compared to a control group of moviegoers who previously saw the TV spot but were not exposed to the spot in Screenvision’s pre-show.
Findings for respondents who viewed the ad on TV and in cinema, instead of only on TV experienced:
- 69% increase in top-of-mind unaided brand awareness
- 49% increase in purchase intent
- 43% increase in brand recommendation
For advertisers looking to make a greater impact, research has proven that a TV and cinema media buy can dramatically boost ad effectiveness metrics year round.
Carnival Cruise Lines Launches Multiscreen Ad Campaign
Screenvision announced an exclusive program with Carnival Cruise Lines to showcase the brand’s new spot, “Bobslide,” which is debuting nationwide in cinemas during the Sochi 2014 Olympic Winter Games. The program with Carnival is the latest example of brands pairing cinema and TV for greater impact, including incremental reach versus key younger demos, and blockbuster impact on key measures of brand awareness and brand affinity.
Additionally, Carnival’s campaign included mobile integration with Shazam, providing moviegoers a chance to win a free Carnival cruise vacation. Through its exclusive cinema relationship with Shazam, Screenvision has executed six programs on behalf of advertisers over the last nine months, delivering incremental opportunities for brands to connect to consumers at the moment the ad is viewed.
“Advertisers are recognizing the benefits of planning budgets across multiple video platforms, including the powerful combination of TV and cinema throughout the year, and with big TV events. Not only does our research show increased brand awareness and affinity, but we are also offering unique integration opportunities through Shazam that give our advertisers a direct line to engage with their target,” said Jim Tricarico, Chief Revenue Officer, Screenvision. “We’re thrilled to have Carnival’s newest creative shown in our theaters, and are confident that our 40-foot screens will provide the ultimate storytelling platform to help them deliver on their message.”
“We are excited to not only showcase our new ‘Bobslide’ spot with Olympic viewers on TV, but also share it with millions of moviegoers during the celebration of the Olympic Games,” said Stephanie Evans-Greene, Vice President of Brand Communications and Planning for Carnival Cruise Lines. “Screenvision gives us national reach among our key demographic, and through Shazam we have a creative way to further engage and connect with moviegoers.”
Screenvision offers an elevated experience to connect advertisers to its audience through its exclusive partnership with Shazam. While moviegoers watch a Shazam-enabled ad, like the Carnival “Bobslide” spot, they will be prompted to “Shazam” the ad to engage with the brand. Not only is the Shazam call to action on screen during the ad, but Screenvision also teases it with interstitials earlier in the preshow. This strategy enables brands to reach a tech-savvy and influential audience, who will leave the theatre with the brand message “in their pocket” as the ad is essentially bookmarked and saved for later in the Shazam App on their phone. In addition to sweepstakes, other Shazam executions have included bonus content, shopping and coupons.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media