Digital Cinema Media (DCM) and Pearl & Dean, two UK companies that supply advertising for cinemas assert that more advertisers are turning to cinema to promote their brands to their target audience, who are not distracted by their phones or any other devices.
“In this world of distraction, cinema is pretty much the only channel where everyone puts their phone away and provides their undivided attention for 120 minutes – it’s a huge differentiator,” said DCM CEO Karen Stacey in an interview with Marketing Week.
“Reach is overrated, you can get it anywhere nowadays with programmatic,” she added. “But true impact, making an impression and achieving cut through is the hard part, and that’s what cinema provides.”
According to DCM, they have increased their brand clientele by 4% year-on-year, with more than 180 advertisers using 60-second-plus ads within the last year. The company also released a report from research they carried out in partnership with Kantar Millward Brown, which found that brands that use TV and cinema as their primary audio-visual media channel contribute an average 1.58% to total brand KPI. Another great marketing combination for boosting brand performance is TV, cinema and online video at 1.3%, followed by TV alone at 1.09% and then TV and online video at 0.72%.
Zoe Cadman, Sales Director at Pearl & Dean, said that the company’s advertising revenues have increased by more than 40% this year and she attributed at least part of this to brand safety fears surrounding social media. “Brands are realising there’s a clear element of safety in advertising to cinema audiences,” she said. “It’s also a lot harder to make an emotional or immersive connection through online channels.”
According to the latest Advertising Association/WARC Expenditure Report, cinema ad spend in the UK increased by 8.4% year-on-year in 2016 to £258m. Cinema ad spend is then expected to grow by another 12.6% in 2017 before declining in 2018.