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CINEMA ADVERTISINGRETURN ON INVESTMENT– EUROPEAN RESULTS  BrandScience Results Vault  June 2012DCM: MAKING THE CINEMA EXPE...
HOW DOES RROI COMPARE FOR BRANDS USING CINEMA VS. THOSE WHO DON’T?DCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE M...
MONTH 2012: PRESENTATION TITLE HERE ADDING CINEMA TO THE MIX DRIVES TOTAL BRAND COMMS RROI IN EACH CATEGORY               ...
MONTH 2012: PRESENTATION TITLE HERE IT ALSO INCREASES EACH CATEGORIES TV RROI, ESPECIALLY FMCG AND FOOD & DRINK…          ...
CINEMA EFFECTIVENESS VS. OTHER MEDIA – TOTAL EUROPE RROI BY MEDIUM FMCG CATEGORYDCM: MAKING THE CINEMA EXPERIENCE BIGGER T...
MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012TOTAL FMCG MARKET - RROI:CINEMA OUTPERFORMS OTHER MEDIA WHE...
MONTH 2012: CINEMA RETURN ON INVESTMENT – EUROPEAN RESULTS 2012TOTAL FMCG MARKET – CARRYOVER RATE:CINEMA HAS A STRONG CARR...
CINEMA EFFECTIVENESS VS. OTHER MEDIA – UK RROI BY MEDIUMDCM: MAKING THE CINEMA EXPERIENCE BIGGER THAN JUST THE MOVIE
SEPTEMBER 2012: BRAND SCIENCE ROIFOR CLIENTS THAT HAVE USED CINEMA AS PART OF THEMIX, IT HAS BEEN SEEN TO BE EFFECTIVE    ...
SEPTEMBER 2012: BRAND SCIENCE ROI CINEMA HAS THE LONGEST CARRYOVER RATE OF ANY MEDIA IN THE UK, CLOSELY FOLLOWED BY TV    ...
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Cinema Driving Effectiveness Through Engagement

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Cinema is well known for its engagement qualities and ability to reach light TV viewers and young & upmarket audiences. We have many case studies in our results bank that prove cinema drives ad recall, word of mouth and intention to purchase higher than its TV counterpart.

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Cinema Driving Effectiveness Through Engagement

  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 £4.00 £3.38 £3.31 Overall in the UK, £3.50 Cinema performs well £3.00 £2.84 £2.49 £2.50 It is the 3rd best £2.01 performing media behind £2.00 £1.84 Radio and Print O -R u n e v I £1.50 It outperforms it’s £1.00 A l “BRAND” competitors TV £0.50 and Outdoor, and £- accounts for 8% of the 30 27 29 27 24 30 media mix TV Print Outdoor Radio Online CinemaDCM: 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.

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