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Article 1: Cinema Advertising
One of the fastest-growing advertising mediums today is also one of the best ways to target your local advertising: cinema ads. They’re effective and affordable for small businesses.
Cinema ads are the spots and commercials that run during the 15 or 20 minutes before the start of the movie previews at your local multiplex. Spending on cinema advertising is projected to double in size over the next few years – growing from about $470 million in 2004 to more than $1 billion in 2008, according to estimates from Veronis Suhler Stevenson, a leading merchant bank that specializes in the media industry.
A recent study conducted by Screenvision, the nation’s leading in-cinema advertising company, found that consumers bond with brands they see advertised on the big screen. The study also revealed that the ads drive consideration and purchase intent, leading to brand trial and loyalty.
“I like cinema advertising because, in general, you have a captive, demographically appealing audience,” says Jim McCraigh, a direct marketing consultant and the author of “How to Write Words That Sell” (Salt River Press, 2005). “Many of them will usually see the ad several times, and there aren’t a lot of distractions – everyone’s just sitting there waiting for the movie to start.”
Indeed, studies by the media and marketing research firm Arbitron reveal that:
Moviegoers are highly educated and more likely to have household incomes above $75,000 The largest percentage of moviegoers is between ages 18 and 49 Most moviegoers (as many as two-thirds) don’t mind the ads
The Screenvision study found that moviegoers were:
44 percent more likely to remember cinema ads than those who saw the same ads on TV 70 percent more likely to correctly identify the advertised brands 70 percent more likely to be motivated by the ads
In addition, nearly half of the moviegoers could name the specific brands they saw advertised up to one week after the movie. And moviegoers viewing cinema ads were more likely to exhibit increased interest in the advertised brands and have a better opinion of the brands.
Cinema ads aren’t just for big national corporations. They’re surprisingly affordable for local small businesses too.
Advertising spots can be created for as little as $500. Screens can be bought nationally, regionally or locally. A regional advertiser could buy 15-second spots for a minimum of four weeks for as little as $25 per screen each week. So a campaign at your local six-screen theater could cost as little as $150 a week (excluding production costs).
Your local theater can provide more details on how to get your spots created and how to buy spot campaigns. Also look into Screenvision, www.screenvision.com, and National CineMedia, www.ncm.com, for production and marketing help.
It’s important to maximize your reach with cinema ads, since the audience changes with each movie. For this reason, experts recommend running your campaign for at least eight weeks.
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