Topline roi slides

753 views
673 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
753
On SlideShare
0
From Embeds
0
Number of Embeds
291
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • So far we’ve looked at the direct effectiveness of Cinema relative to other medium in the media mix But how does Cinema synergise with other media and impact the overall campaign effectiveness?
  • As we have seen from the previous charts, all brands within the subcategories we have looked at, benefit from including Cinema at any level in the overall media mix
  • Here we see that there is evidence that Cinema enhances/synergises with TV to improve TVs RROI. The extent to which this is a true synergy or a reflection of less TV being used (and the media therefore not being in diminishing returns) is beyond the scope of this project. BrandScience would recommend for an individual brand econometric modelling to fully unpick this relationship.
  • So far we’ve looked at the direct effectiveness of Cinema relative to other medium in the media mix But how does Cinema synergise with other media and impact the overall campaign effectiveness?
  • So far we’ve looked at the direct effectiveness of Cinema relative to other medium in the media mix But how does Cinema synergise with other media and impact the overall campaign effectiveness?
  • Topline roi slides

    1. 1. CINEMA ADVERTISINGRETURN ON INVESTMENT– EUROPEAN RESULTS BrandScience Results Vault June 2012DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
    2. 2. HOW DOES RROI COMPARE FOR BRANDS USING CINEMA VS. THOSE WHO DON’T?DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
    3. 3. MONTH 2012: PRESENTATION TITLE HERE ADDING CINEMA TO THE MIX DRIVES TOTAL BRAND COMMS RROI IN EACH CATEGORY Total Comms RROI for each sub category group DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIESource : Brand Science European Results Vault 2012
    4. 4. MONTH 2012: PRESENTATION TITLE HERE IT ALSO INCREASES EACH CATEGORIES TV RROI, ESPECIALLY FMCG AND FOOD & DRINK… TV RROI for each sub category group DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIESource : BrandScience European Results Vault 2012
    5. 5. CINEMA EFFECTIVENESS VS. OTHER MEDIA – TOTAL EUROPE RROI BY MEDIUM FMCG CATEGORYDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
    6. 6. MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012TOTAL FMCG MARKET - RROI:CINEMA OUTPERFORMS OTHER MEDIA WHEN USED AS A SUPPORTMEDIUM 36 18 26 15 20 37 IN THE EUROPEAN GOODS MARKET CINEMA IS USED AT THE OPTIMAL LEVEL OF 6% IN THE UK IT’S USED AT 3% - MORE SHOULD BE INVESTED HEREDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIEBrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39
    7. 7. MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012TOTAL FMCG MARKET – CARRYOVER RATE:CINEMA HAS A STRONG CARRYOVER RATE ALONG WITH TV 36 18 26 15 37 20 37DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIEBrandScience Results Vault – Europe ‘FMCG’ Campaigns using Cinema – Feb 2012 / Cases: 39
    8. 8. CINEMA EFFECTIVENESS VS. OTHER MEDIA – UK RROI BY MEDIUMDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
    9. 9. SEPTEMBER 2012: BRAND SCIENCE ROIFOR CLIENTS THAT HAVE USED CINEMA AS PART OF THEMIX, IT HAS BEEN SEEN TO BE EFFECTIVE Breakdown of Media Revenue ROI - UK Overall in the UK, Cinema performs well It is the 3rd best performing media behind Radio and Print It outperforms it’s “BRAND” competitors TV and Outdoor, and accounts for 8% of the 30 27 29 27 24 30 media mixDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE Source: BrandScience UK. Results Vault. 2012
    10. 10. SEPTEMBER 2012: BRAND SCIENCE ROI CINEMA HAS THE LONGEST CARRYOVER RATE OF ANY MEDIA IN THE UK, CLOSELY FOLLOWED BY TV 80% 71% 72% 70% -U K 58% 60% A carryover rate of 60% 51% 72% means, if a 50% 46% piece of media 40% drove 100 sales in 30% its first week, it would drive 72 in its 20% second, and 52 in its 10% third, 37 in its A R o C e a g y v r t 0% fourth, etc. TV Print Outdoor Radio Online Cinema Cinema & TV have the highest as they are generally used as a ‘branding’ mechanic. Online has the lowest carryover rate of the media above as it is often used as a direct response mechanism DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIESource: BrandScience UK. Results Vault. 2012.

    ×