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Return on Investment

at the Cinema

Rasmus Andersen - Danske Reklame Film (DK)
Brightfish Research Day, September 6th 201...
Even for the same budget cinema has the best ROI

Ohal/MEC, September 2011
Background
and Method
Salesmodelling based on
– Response data
(SuperGros, SuperBest,
Spar, Kiwi)
– Trade activity
– Media ...
Media Mix of Haribo 2008-10
Haribo Claims Movie Universe

tv
38%

cinema
39%

outdoor
16%

EB
(Newspaper
– Movie
Print kin...
Return On Investment
Spending share for Haribo
Average ROI: 4,1

4,7

Biograf
Cinema

39%

3,1

TV

38%

2,8

Outdoor

16%...
Allocating Budget from Cinema
to TV Caused a 4% Decrease in Sales!
800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE ...
Conclusion for Haribo

<

REDUCE

>

INCREASE
The cinema supports the media plan
Marketing Clinic, september 2011
Background
and Method
The market:
•
Coca-Cola is in a market with
enormous price competition
•
Media budgets have been dec...
Decomposition of Sales

Base sales
83%

Cinema TV
2%
3%

;0

Promotion
effects
12%
Cinema is the Best
Despite Price Competition
ROI

2,0

1,2

1,1

0,4

Cinema

TV

Launch
print

Post print

The levels are...
CINEMA INCREASES SALES IN BOTH
THE SHORT AND LONG TERM
Soft drink: Carlsberg Sport 2011
The campaign is
continuous in cinema

Wasp
Penguin
Squirrel

The commercial has
been abridged

Source: BrandScience jan. 2...
Cinema is the strongest medium
to boost sales!
Indexing of ROI-Numbers
Cinema

133

TV

103

Internet

83

Radio

83
Comment
From the Media Agency
" Through this sales modeling, we have measured in
recent years
the strong ability of cinema...
Comment
From the Advertiser
”It has been important for us to uncover the effect on sales of
each specific medium in the me...
Conclusion
•

•
•
•

Carlsberg Sport has particular chosen cinema because of the good audience
segment match, the high qua...
De bioscoop ROI van merken als Haribo, Coca Cola en Carlsberg volgens Dansk Reclame Film
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De bioscoop ROI van merken als Haribo, Coca Cola en Carlsberg volgens Dansk Reclame Film

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In 2012 presenteerde Rasmus B. Andersen, Head of Research van het Deense Dansk Reclame Film een aantal specifieke econometrische cases op de Brightfish Research Day. Danks Reclame Film analyseerde de ROI van reclamecampagnes van Haribo, Coca Cola Zero en Carlsberg.

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De bioscoop ROI van merken als Haribo, Coca Cola en Carlsberg volgens Dansk Reclame Film

  1. 1. Return on Investment at the Cinema Rasmus Andersen - Danske Reklame Film (DK) Brightfish Research Day, September 6th 2012
  2. 2. Even for the same budget cinema has the best ROI Ohal/MEC, September 2011
  3. 3. Background and Method Salesmodelling based on – Response data (SuperGros, SuperBest, Spar, Kiwi) – Trade activity – Media and communication – External factors
  4. 4. Media Mix of Haribo 2008-10 Haribo Claims Movie Universe tv 38% cinema 39% outdoor 16% EB (Newspaper – Movie Print kino.dk section) 2% magazine: 1% kino 4% Newspaper – Movie section
  5. 5. Return On Investment Spending share for Haribo Average ROI: 4,1 4,7 Biograf Cinema 39% 3,1 TV 38% 2,8 Outdoor 16% ROI Andel af Haribos mediainvestering Share of Haribo’s media investment
  6. 6. Allocating Budget from Cinema to TV Caused a 4% Decrease in Sales! 800K MOVED FROM CINEMA TO TV CREATE A LOWER ROI ON THE SAME BUDGET Media mix 2 1 Jan TV Online Magazine Magasiner Print Outdoor Cinema Biograf Feb # # Mar Apr May Jun # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # Jul Aug # # Sep # # # # # # Oct Nov Dec # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # # 2 1 Eff. coverage Dobbeltdækning Double coverage Dobbeltdækning Jan Jan Feb Mar Mar TV Apr Apr Apr Online Online May May Jun Magazine Magasin Magasin Jul Print Print Aug Aug Sep Cinema Biograf Biograf Outdoor Outdoor Oct Nov Nov Dec Key figures 2 1 Estimeret add. sales: DKK 37 mio. Estimated mer-salg: DKK 38,5 mio. TV: 33% 44% kino.dk: 5% kino: 3% EB (film): Movie: 1%1% ROI fra investeringen: 5,3 ROI from the investment: 5,1 Outdoor: 24% Biograf: 23% Cinema: 34% Allocation from cinema to TV create a lower ROI for HARIBO!
  7. 7. Conclusion for Haribo < REDUCE > INCREASE
  8. 8. The cinema supports the media plan Marketing Clinic, september 2011
  9. 9. Background and Method The market: • Coca-Cola is in a market with enormous price competition • Media budgets have been declining due to competition The focus: • Return on Investment • Decomposition of the sales • Identifying the long-term effects of television and cinema advertising • Models for optimizing the marketing of Coca-Cola
  10. 10. Decomposition of Sales Base sales 83% Cinema TV 2% 3% ;0 Promotion effects 12%
  11. 11. Cinema is the Best Despite Price Competition ROI 2,0 1,2 1,1 0,4 Cinema TV Launch print Post print The levels are satisfactory because of a sales structure where approx. 65% of sales is on special offer
  12. 12. CINEMA INCREASES SALES IN BOTH THE SHORT AND LONG TERM Soft drink: Carlsberg Sport 2011
  13. 13. The campaign is continuous in cinema Wasp Penguin Squirrel The commercial has been abridged Source: BrandScience jan. 2011. The cinema campaign has largely remained at the same time with the big TV campaign.
  14. 14. Cinema is the strongest medium to boost sales! Indexing of ROI-Numbers Cinema 133 TV 103 Internet 83 Radio 83
  15. 15. Comment From the Media Agency " Through this sales modeling, we have measured in recent years the strong ability of cinema advertising to generate increased sales for Carlsberg Sport. In this sales modeling we also found that cinema advertising contributed the most positive to the revenue for Carlsberg Sport during this period." Rikke Grønlund Media Director, PHD Denmark A/S
  16. 16. Comment From the Advertiser ”It has been important for us to uncover the effect on sales of each specific medium in the media plan. We have seen this very clearly in the actual sales modeling case. It is very interesting to see, how the impact has been the last year and cinema has separated itself positively from the other media with a higher ROI. Cinema is a unique medium which not only contributes to the quality of exposure but can also increase sales on short and long term. ” Rasmus Bendtsen Brand Manager, Carlsberg Danmark A/S
  17. 17. Conclusion • • • • Carlsberg Sport has particular chosen cinema because of the good audience segment match, the high quality of exposure and the ability to execute a continuous campaign strategy But Cinema has also been able to create sales Cinema delivers an excellent result as the medium that achieves the highest ROI: as much as 33% better than average Cinema is therefore the most cost effective media investment for Carlsberg Sport

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