Cinema boosts brand consideration alongside TV and digital by 40%, according to a report by Val Morgan.
The cinema ad company commissioned BrandScience to undertake the survey of cinema's impact within a media strategy and understand how television, online video and cinema is consumed by the Australian public. It is hoping to drive consideration of cinema with clients and media agencies after growth has slowed in ad revenue.
BrandScience surveyed 1200 people across metro Australia. Results were compiled from research that captured natural media exposure across campaigns running identical creative on TV, online video and cinema.
The findings claim cinema “significantly improves” advertising effectiveness, by boosting brand consideration by 40%. Val Morgan says it builds on previous research findings that showed cinema to deliver six-times the engagement of television.
Daniel Hill, Val Morgan managing director, said: “Whilst the power and impact of cinema is a ‘universal truth’, this is the first research that qualifies the value of cinema in combination with other media as part of an advertisers overall campaign. The results unequivocally show that cinema increases campaign effectiveness. Cinema drove a 40% increase in the vital brand measure for marketers; brand consideration. The strength of these findings clearly demonstrate that cinema should be included as a core component in an advertisers a/v strategy.”
BrandScience head of data and analytics, Kate Gunby, said: “This was an exciting piece of research designed to understand the contribution of different channels in an overall screen strategy. Whilst there is typically a big focus on the reach, there are still limited learnings on how different channels contribute to the overall impact of media. We knew from previous research that cinema has a higher engagement level but we wanted to understand how that engagement translated into the shift in key brand measures. The results showed how strongly cinema performs as part of the media mix and should certainly make clients and planners take a look at where cinema fits in the mix.”
CompareTheMarket will be hoping the stat plays out for its latest meerkat campaign. The insurance comparision site is running its first cinema ads since launching in Australia.
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