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Proof of Cinema Advertising ROI
Sally Dickerson, BrandScience
Brightfish Research Day,September 6th 2012
Econometrics

…
Revenue Return on Investment
• The BrandScience results vault measures Revenue ROI as it is
often hard to get profitabilit...
RROI-Database
•
•
•
•

Prepared by BrandScience; feb 2012
53 salesmodelling cases from 2004-2011
37 FMCG and 16 non-FMCG a...
RROI Cinema for all FMCG
• The total average RROI for all cases is 2.88
• For each euro invested in cinema advertising the...
The strongest media for RROI in FMCG market
Cinema is the most powerful media to drive sales with a ROI of 2.9
Average RRO...
RROI vs Sales Lift

Cinema

€3

Average RROI

Online ad

Radio

€2

Newspaper

€1

TV

Outdoor

€€-

€ 0,5

€ 1,0

€ 1,5

...
Total Comms RROI

€1,88

+79%
€1,05
Campaign RROI for a peer group
of brands NOT using cinema,
in comparison with our set ...
TV RROI

€2,09

+69%
€1,24
Repeating the exercise looking at
TV effectiveness
Our analysis finds that TV needs
Cinema to w...
Key Results
•

For each euro invested in cinema advertising the
return is 2,9 Euro and is therefore the most powerful medi...
Bioscoop geeft de hoogste RROI voor FMCG merken volgens BrandScience
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Bioscoop geeft de hoogste RROI voor FMCG merken volgens BrandScience

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In 2012 deed BrandScience een econometrische analyse van 53 reclamecampagnes. Sally Dickerson presenteerde op de Brightfish Research Day de resultaten van de RROI (Revenue Return of Investment) in de FMCG sector.

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Bioscoop geeft de hoogste RROI voor FMCG merken volgens BrandScience

  1. 1. Proof of Cinema Advertising ROI Sally Dickerson, BrandScience Brightfish Research Day,September 6th 2012
  2. 2. Econometrics …
  3. 3. 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.
  4. 4. RROI-Database • • • • Prepared by BrandScience; feb 2012 53 salesmodelling cases from 2004-2011 37 FMCG and 16 non-FMCG advertisers Focus on FMCG
  5. 5. 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 Cinema Total RROI 2,9 0 1 2 3 Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
  6. 6. The strongest media for RROI in FMCG market Cinema is the most powerful media to drive sales with a ROI of 2.9 Average RROI Cinema 2,9 Radio 2,6 Online 2,5 Print 2,2 TV Outdoor 2,1 1,1 Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
  7. 7. RROI vs Sales Lift Cinema €3 Average RROI Online ad Radio €2 Newspaper €1 TV Outdoor €€- € 0,5 € 1,0 € 1,5 € 2,0 € 2,5 € 3,0 € 3,5 € 4,0 € 4,5 Revenue Sales Uplift (millions) Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
  8. 8. Total Comms RROI €1,88 +79% €1,05 Campaign RROI for a peer group of brands NOT using cinema, in comparison with our set of brands that do use Cinema Not using Cinema Using Cinema Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
  9. 9. TV RROI €2,09 +69% €1,24 Repeating the exercise looking at TV effectiveness Our analysis finds that TV needs Cinema to work well Not using Cinema Using Cinema Source: BrandScience 37 cases of salesmodelling on FMCG-advertisers
  10. 10. Key Results • For each euro invested in cinema advertising the return is 2,9 Euro and is therefore the most powerful medium to drive sales in the FMCG sector. • Adding cinema to the mediamix also contributes to the effectiveness of the other media. The total campaign effectiveness rises with 79% and the TV RROI rises with 69%.

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