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Proof of cinema advertising - Brandscience @ Brightfish Research Day
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Proof of cinema advertising - Brandscience @ Brightfish Research Day

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  • Transcript

    • 1. Proof of Cinema Advertising ROIBrandScience6 september 2012
    • 2. Who is …
    • 3. Econometrics
    • 4. Revenue Return on Investment • The BrandScience results vault measures Revenue ROI as it is often hard to get profitability information from clients • Return on investment (ROI) has been calculated by sales lifted divided by the budget of the media in question. • The sales lift is calculated as the revenue boost generated to a specific campaign activity • € 5.00 RROI means each € 1 delivers € 5.00 of incremental revenue.
    • 5. RROI-Database • Prepared by Brand Science; feb 2012 • 53 salesmodelling cases from 2004-2011 • 37 FMCG and 16 non-FMCG advertisers • Focus on FMCG
    • 6. RROI-Database • We have results on • Cinema direct effectiveness (Cinema RROI) • The contribution of Cinema to total Campaign effectiveness (Total Comms RROI) • The contribution of Cinema to TV RROI • The carryover effect over time of media advertising
    • 7. Cinema direct effectiveness
    • 8. RROI Cinema for all FMCG • The total average RROI for all cases is 2.88 • For each euro invested in cinema advertising the return is 2 euro and 88 cents Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    • 9. The strongest media for RROI in FMCG market • Cinema is the most powerful media to drive sales with a ROI of 2.9 Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    • 10. RROI vs Sales Lift Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    • 11. Contribution of Cinema to total Campaign effectiveness
    • 12. Total Comms RROI Campaign RROI for a peer group of brands NOT using cinema, in comparison with our set of brands that do use Cinema Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    • 13. TV RROI Repeating the exercise looking at TV effectiveness Our analysis finds that TV needs Cinema to work well Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    • 14. Carryover Effect • Cinema slightly stronger than TV over time: Carryover effect continues on average for 9 weeks for Cinema Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    • 15. Total Comms RROI scatter Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    • 16. Cinema is More than Image • Cinema has always been known as a strong partner for image advertising • Cinema creates strong relations and connections between brands and consumers • Econometric analysis proves that • Cinema generates one of the best RROI for media investments • Cinema generates one of the longest carryover effects • Use of cinema improves the RROI for TV
    • 17. Thank You