Proof of Cinema Advertising ROIBrandScience6 september 2012
Who is …
Econometrics
Revenue Return on Investment    • The BrandScience results vault measures Revenue ROI as it is often hard to get      prof...
RROI-Database   • Prepared by Brand Science; feb 2012   • 53 salesmodelling cases from 2004-2011   • 37 FMCG and 16 non-FM...
RROI-Database   • We have results on      • Cinema direct effectiveness (Cinema RROI)      • The contribution of Cinema to...
Cinema direct effectiveness
RROI Cinema for all FMCG    • The total average RROI for all cases is 2.88    • For each euro invested in cinema advertisi...
The strongest media for RROI in FMCG market    • Cinema is the most powerful media to drive sales with a ROI of 2.9       ...
RROI vs Sales Lift                     Source: BrandScience                     37 cases of salesmodelling on FMCG-adverti...
Contribution of Cinema to total Campaign effectiveness
Total Comms RROI                   Campaign RROI for a peer group                   of brands NOT using cinema,           ...
TV RROI          Repeating the exercise looking at          TV effectiveness          Our analysis finds that TV needs    ...
Carryover Effect    • Cinema slightly stronger than TV over time:      Carryover effect continues on average for 9 weeks f...
Total Comms RROI scatter                           Source: BrandScience                           37 cases of salesmodelli...
Cinema is More than Image    • Cinema has always been known as a strong partner for image advertising    • Cinema creates ...
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Proof of cinema advertising - Brandscience @ Brightfish Research Day

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  • Transcript of "Proof of cinema advertising - Brandscience @ Brightfish Research Day"

    1. 1. Proof of Cinema Advertising ROIBrandScience6 september 2012
    2. 2. Who is …
    3. 3. Econometrics
    4. 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. 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. 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. 7. Cinema direct effectiveness
    8. 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. 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. 10. RROI vs Sales Lift Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    11. 11. Contribution of Cinema to total Campaign effectiveness
    12. 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. 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. 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. 15. Total Comms RROI scatter Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
    16. 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. 17. Thank You

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