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Cinema is an effective medium for building brands according to research from Millward Brown. Their analysis of over 180 European cross-media studies showed that cinema contributes strongly to brand awareness, love, differentiation, consideration, and recommendations. Specifically, cinema is one of the most impactful channels for creating brand salience and driving brand consideration. It also helps deliver brand love and difference more efficiently than many other media. Overall, cinema is found to be one of the most efficient drivers of key brand metrics, highlighting its role in creating powerful brands.
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- 1. BUILDING BOX-OFFICE BRANDS EXPLORING THE UNIQUEVALUE OF CINEMA MEDIA IN TODAY’S CROSS-MEDIA LANDSCAPE
- 2. 87% OF ALLADULTS IN THE UK ARE NOW ‘MULTI-MEDIA TASKING’ Source: IPA Touch Points 6
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- 6. THE MEANINGFUL DIFFERENTFRAMEWORK (MDF) Consumers feel an affinity for the brand or think it meets their needs Feel different to others or set trends in the category Comes to mind quickly and readily when activated by ideas relating to retailer or category choice MEANINGFUL DIFFERENT SALIENT
- 7. OVER 180 EUROPEAN CROSSMEDIA STUDIES MORE THAN40 STUDIES WHICH INCLUDE CINEMA 88 CASE STUDIES FROM THE UK HOW THE STUDY WAS DONE MB have begun building a comprehensive databank of European CrossMedia case studies – with almost half of these coming from the UK.
- 8. THREE FACTORS OFBRAND IMPACT EXPOSURE TO CAMPAIGN Millward Brown CrossMedia Research evaluates how paid marketing activities impact key brand equity measures. UNDERLYING INVOLVEMENT Millward Brown models the impact of campaign exposure and unpicks how each media channel individually contributes to each brand metric. ON-GOING INFLUENCES The approach controls for underlying factors such as previous category interest, purchase behaviour, WOM, news coverage.
- 9. UNPICKING BRAND IMPACTDELIVERED BY ADVERTISING Ongoing influences are then identified and accounted for to further isolate the actual contribution of the media channels. These include: The Base: Non Media contribution – Sponsorship – Previous campaigns – Word of mouth – News coverage 35% 20% The effect of underlying involvement factors which influence a consumer’s view of a brand are identified and accounted for including: – Category interest – Media bias – Brand involvement – Purchase behaviour 35% The Base: Non Media contribution First, Millward Brown takes a brand metric for a specific brand. E.g. Brand Consideration which is currently at 60% for Brand X 60% Brand Metric 60%35% + 20% Finally the actual campaign influence of the media channels is identified on top of these other factors through sophisticated modelling based on: The Media Contribution – Viewing Habits – Magazine readership – Travel patterns – Online behaviour 5% 55%
- 10. THE METRICS –IMPACT PER PERSON Total audience Channel Reach Channel Impact CAMPAIGN IMPACT IMPACT PER PERSON Performance of each media channel among those who have been reached Performance of each media channel among the total audience
- 11. Channel Impact Performance of eachmedia channel among those who have been reached Actual channel spend Actual channel spend (£m) Channel efficiency per £1m IPP divided by channel spend (£m) THE METRICS – MEDIA ROI
- 12. BRAND RECOMMENDATION BRAND DIFFERENCE FIVE METRICS THATMATTER BRAND CONSIDERATION BRAND LOVE BRAND SALIENCE
- 13. “I remember everything!”– The Bourne Ultimatum CINEMA MAKES BRANDS MEMORABLE
- 14. BRAND SALIENCE (AKA.AWARENESS) Cinema is one of the most valuable contributor for awareness, alongside TV and Magazines, per person reached. Source: Millward Brown CrossMedia Database 2015, European data (Awareness KPI: Top of mind, prompted brand awareness, communications awareness) Media Contribution to Brand Salience Impact per person Media Contribution per £1m spend Cinema: 43 | OOH: 103 | TV: 172 | Newspapers: 59 | Online Display: 148 | Radio: 55 | Magazines: 38 | Online Video: 37
- 15. CINEMA CREATES ABRAND LOVE STORY “All you need is love!” – Moulin Rouge
- 16. BRAND LOVECinema andTV are key channels to consider when wanting to engage audiences emotionally and build ‘brand love’ Source: Millward Brown CrossMedia Database 2015, European data Cinema: 22 | OOH: 35 | TV: 57 | Newspapers: 26 | Online Display: 47 | Radio: 26 | Magazines: 11 | Online Video: 13 Media Contribution to Brand Love Impact per person Media Contribution per £1m spend
- 17. CINEMA MAKES BRANDSFEEL DIFFERENT “I feel different. Is different ok?” – The Incredibles
- 18. BRAND DIFFERENCEThe engaging,comparatively clutter-free environment provided by cinema and magazines helps deliver strong impact on brand difference Source: Millward Brown CrossMedia Database 2015, European data Cinema: 20 | OOH: 52 | TV: 79 | Newspapers: 27 | Online Display: 66 | Radio: 34 | Magazines: 19 | Online Video: 9 Media Contribution to Brand Difference Impact per person Media Contribution per £1m spend
- 19. “Do me afavour, take this into consideration” – The Godfather CINEMA TURNS AUDIENCES INTO CUSTOMERS
- 20. BRAND CONSIDERATIONMagazines andcinema are both very effective and efficient channels for driving brand consideration Source: Millward Brown CrossMedia Database 2015, European data. Very/Quite likely Consideration scores Cinema: 34 | OOH: 86 | TV: 147 | Newspapers: 47 | Online Display: 132 | Radio: 46 | Magazines: 33 | Online Video: 36 Media Contribution to highest levels of Consideration Impact per person Media Contribution per £1m spend
- 21. CINEMA WINS INFLUENTIALFANS FOR BRANDS “That’s the best thing I’ve heard all day” – Inherent Vice
- 22. BRAND RECOMMENDATIONCinema, magazinesand online video have all delivered significant contributions to brand recommendation Source: Millward Brown CrossMedia Database 2015, European data Cinema: 12 | OOH: 45 | TV: 80 | Newspapers: 29 | Online Display: 69 | Radio: 27 | Magazines: 13 | Online Video: 18 Media Contribution to Brand Recommendation Impact per person Media Contribution per £1m spend
- 23. “IT WILL MAKEYOU MORE POWERFUL THAN YOU EVER IMAGINED” PROFESSOR XAVIER, X-MEN: DAYS OF FUTURE PAST
- 24. CONTRIBUTION TO TOTALKPIAll media channels can play a valuable role on the media plan to ultimately help create powerful brands. Cinema and magazines prove to be the most efficient drivers of key brand- building metrics Source: Millward Brown CrossMedia Database 2015, European data. (Average awareness, engagement and consideration measures) Cinema: 23 | OOH: 48 | TV: 95 | Newspapers: 34 | Online Display: 84 | Radio: 53 | Magazines: 21 | Online Video: 24 Media Contribution per person reached Impact per person Media Contribution per £1m spend
- 25. 1 2 34 5 CINEMA MAKES BRANDS MEMORABLE CINEMA CREATES A BRAND LOVE STORY CINEMA MAKES BRANDS FEEL DIFFERENT CINEMA TURNS AUDIENCES INTO CUSTOMERS CINEMA WINS INFLUENTIAL FANS FOR BRANDS FIVE KEY TAKEAWAYS
- 26. “GENTLEMEN, YOU HAD MYCURIOSITY… BUT NOW YOU HAVE MY ATTENTION” CALVIN CANDIE, DJANGO UNCHAINED
- 27. UNDERSTANDING THE IMPLICATIONSFOR AV MORE PEOPLE, MORE EFFICIENT TARGETING CAPABILITIES BETTER TOGETHER
- 28. HOW TO GETINVOLVED DCM and Millward Brown’s new CrossMedia solution In 2016, DCM is partnering with Millward Brown to offer advertisers the chance to have their campaigns analysed using the CrossMedia methodology and provide a better evaluation of cinema’s role within the wider multimedia mix. – Access to trusted and unbiased cross-media measurement – Channels covered: Cinema, TV, Online Video, Press, OOH, Radio, POS, Digital Display & Digital Paid Social – Better understand how each channel impacts on the key brand metrics: – Brand Salience – Brand Love – Brand Difference – Brand Consideration – Brand Recommendation – How best to optimise the mix for future campaigns
- 29. FIND OUT MORESarahDack, Head of Insight, DCM, sarah.dack@dcm.co.uk Michael Tull, Research and Insight Manager, DCM, michael.tull@dcm.co.uk
Editor's Notes
- #2 BUILDING BOX OFFICE BRANDS is our brand new research project in conjunction with Millward Brown. The aim of the research is to help advertisers better understand cinema’s role within the media mix and the value it delivers on key brand metrics. We partnered with Millward Brown, as they have over 40 years of brand equity, advertising and media research experience. They also have a massive amount of knowledge around building strong brands, and we wanted to involved some of this insight as part of this piece. I think a challenge we’ve had from the market, is defining the role cinema plays in a modern day marketing mix. To date, we’ve been good at measuring the effectiveness of cinema, especially when used alongside TV. In fact we’ve got over 60 cases studies which show how impactful it is at driving brand measures. But in terms of defining it’s role there was still room for improvement – which is why we commissioned this study. Hopefully, by sharing these results with you today, you’ll agree we’ve found it. Today we’ll take you through a quick bit of background context, before revealing how media (and cinema) can help build powerful brands and implications this has for advertisers.
- #3 Advertising covers every inch of our connected world. And that’s the irony of media disruption. There have never been more channels for brands to reach their audiences, yet its never been more difficult to engage people. According to the latest IPA TouchPoints data, 87% of all adults now consume media simultaneously and this means that brands are experiencing intense competition due to this ‘attention deficit’. Fast changing media habits have led to more content, more screens and more ways than ever for brands to connect with their audiences – yet these advances mean that consumers have never had so many distractions… which in turn means it’s never been harder for brands to grab their attention.
- #4 It’s this that is making it increasingly harder to grab people’s attention - and that’s a concern for brands. As creative director and thought leader Dave Trott said: “What gets action is what gets attention. What gets attention is what gets seen. So being visible, being impactful, is the most important part of any communication design to change behaviour.” The fight to be seen is what is leading advertisers to employ increasingly broader media mixes to try and engage with their audience.
- #5 To build an overall brand story, brands are now having to think cross-device, platform and channel to create a coherent communications plan and try and reach the right audiences, with the right message, while they’re in the right mindset. We know from Millward Brown analysis that campaigns that have more touchpoints tend to have a greater impact. However this itself presents a challenge in understanding what the role of each channel is on the media plan and how to evaluate success.
- #6 So how did we do this study? We commissioned Millward Brown to analyse their CrossMedia database (more on that very shortly) to unearth what individual media channels deliver as part of the media mix.
- #7 Millward Brown’s Meaningfully Different Framework (The MDF) highlights how brands that are MEANINGFUL, DIFFERENT and SALIENT are better positioned to sell more, command a higher price point and grow market share - in other words become a more powerful brand. These 3 core elements highlight the increasing importance of building an emotional connection with consumers, standing out in a crowded brand marketplace and being front of mind in your category. Long-term success for brands means that they have to combine brand-building activity alongside activation campaigns driving short term sales - a finding which echoes those published by the IPA in the Long and Short Of It a couple of years ago. The Meaningfully Different framework is essentially the theory behind everything we’re going to talk through you today and is the foundation on which Millward Brown’s CrossMedia solution was built.
- #8 So what is Millward Brown’s CrossMedia solution? CrossMedia was created to better measure the contribution that media channels were making towards key brand metrics and it’s fast becoming seen as the global industry standard in multi-media brand measurement. So far Millward Brown have conducted over 180 CrossMedia studies across Europe, with the UK contributing 88 case studies to their databank so far. Throughout the presentation today we’ll be referring to European data as this allowed us to have robust sample sizes for all media channels across all of the key metrics. However, we’ve seen the UK data and all the patterns you’re going to see here today in terms of which media deliver strongest contributions is consistent with the UK too (not too surprising given UK campaigns make up virtually half of the database).
- #9 How does CrossMedia work? Well it’s designed to evaluate how paid media (such as TV, Cinema, Online display etc.) impact key brand metrics such as awareness, recommendation and consideration. The CrossMedia approach factors in that there are a lot of other variables beyond media that actually affects those so it controls for this and strips all of these non-media contributions out first. These include interest in the category, media bias, previous purchase behaviour, news coverage etc. The aim is then to see what influence the media campaign has had on top of all of these other factors. So all the measures you’ll see in the study will be media channels contributing between 0-5% to a particular metric – this represents what media contributes to that particular metrics on top of all of these other underlying factors and influences.
- #10 How does CrossMedia work? Well it’s designed to evaluate how paid media (such as TV, Cinema, Online display etc.) impact key brand metrics such as awareness, recommendation and consideration. The CrossMedia approach factors in that there are a lot of other variables beyond media that actually affects those so it controls for this and strips all of these non-media contributions out first. These include interest in the category, media bias, previous purchase behaviour, news coverage etc. The aim is then to see what influence the media campaign has had on top of all of these other factors. So all the measures you’ll see in the study will be media channels contributing between 0-5% to a particular metric – this represents what media contributes to that particular metrics on top of all of these other underlying factors and influences.
- #11 CrossMedia is a very detailed methodology which accounts for both when the marketing activity was running and what the media habits of consumer were, so Millward Brown are able to assess the impact among individuals who have actually been exposed to the activity on each media channel. By focusing on those actually exposed, rather than the potential reach of any channel, Millward Brown puts all media on a level playing field and therefore doesn’t favour low or high reach channels. So the metric that we will be reporting against in all of the slides going forward is IMPACT PER PERSON – aka the performance of each media among those who have actually been exposed to the campaign on each channel.
- #12 As well as understanding the impact each media is having on the key brand metrics it’s also important to understand how efficient they are in doing this. For the purposes of this analysis we’ll be comparing the efficiency of each media based on what impact you would achieve for every £1m spent on the channel. This is calculated by looking at Impact per person divided by the average channel spend.
- #13 We’ll be exploring the contributions that each media channel, including cinema, is making across the five key brand metrics – Salience, Love, Consideration, Difference and Recommendation.
- #14 Metric #1 is Brand Salience, which is the posh Millward Brown of saying awareness. Awareness, and it kind of goes without saying, is a key ingredient for brands who want to grow and be successful. After all, you can’t be a powerful brand if no-one knows who you are. It’s therefore crucial that campaigns and the brand name cut through. In this study Millward Brown combined 3 awareness elements - unaided brand awareness, aided brand awareness and total brand comms awareness – to create one awareness KPI. We can then look to see what each media channel contributes to overall awareness…
- #15 As you can see cinema is the one of the three most valuable contributors for awareness, alongside TV and Magazines, per person reached. Why? TV has the advantage of frequency to help the brand cut through, while cinema and magazines benefit from far less advertising clutter than other channels, offering quality rather than quantity of exposure. This finding, in terms of cinema, actually links up really nicely to what we’ve been saying with the Engagement project and how well creative cuts through on the big screen – so this really provides more validation of that argument. The benefits of cinema and magazines become particularly obvious when looking at cost efficiency – for every £1m invested both channels contribute over 6.5% to brand awareness. This puts both channels well ahead of the others and highlights how both should be more frequently considered for campaigns that are focused on driving awareness.
- #16 The second key metric is BRAND LOVE. Brands that are loved by consumers grow rapidly in value. The Millward Brown WPP BrandZ ‘love’ metric proves that the impact of creating this connection with your audience is huge. Over the past ten years, brands scoring high in ‘love’ increased in value 10x more than brands who scored low on ‘love’. When we talk about love – we’re not simply talking about making the brand fuzzy and friendly – that’s fine but it’s actually about trying to build a true emotional bond between a brand and consumer. This means that consumers are not only more likely to choose the brand but are actually more willing to pay a price premium for it too. Think about the way that John Lewis have cultivated a culture of ‘love’ around their brand, creating emotional connections with audiences who are now more willing to go to John Lewis to do their shopping, even if it means paying more than they would elsewhere.
- #17 So which channels are best placed to shift this hugely important brand metric? As you can see all channels can contribute but it’s AV channels and in particular Cinema and TV that are the clear leaders in helping grow brand love. Nothing is more emotional than great AV content and both channels provide advertisers the chance to tell compelling stories that emotionally engage audiences and create this sense of ‘love’. Factor in the well-targeted audience, high quality experience and positive mind-set you’re in when you’re about to watch a new film and you can understand why cinema is so well placed to drive this particular metric. When we look at media ROI for this measure, cinema again leads the way, delivering a 5.4% contribution for every £1m invested. Radio and magazines are the next most efficient channels and are also valuable contributors to a media plan aiming to grow brand love.
- #18 The next metric is BRAND DIFFERENCE. Millward Brown’s work has consistently shown that brands who are able to differentiate themselves from the competition in a meaningful way are more likely to attract new customers, command loyalty and be able to charge more. So how do brands achieve this difference? The top-scoring brands on Difference are also seen as ‘creative’, ‘in control’ and ‘trustworthy’. It’s not enough to simply be ‘different’: that Difference needs to correspond to what the brand stands for. A brand which has achieved this really well in the last year is LIDL – a well-defined “LIDL surprises” that’s creatively different to what the other big supermarkets are doing and helped build trust in the quality of the product, ultimately helping offer them a point of difference from the competition.
- #19 When it comes to brand difference no media has a greater impact than Cinema – it delivers a 2.9% contribution per person reached versus the next best performing channel (Magazines at 1.9%). The engaging, comparatively clutter free environments that these channels provide are the perfect canvas, offering advertisers creative freedom and a sense of “premium” that can also help them land a sense of trust and quality alongside their own communications. As you can see each channel delivers a contribution to brand difference but using the best performers – Cinema, TV, Magazines and Radio within your media plan will give campaigns the greatest opportunity to successfully contribute to differentiating brands from their competitors. Cinema also delivers when cost efficiency is taken into account – alongside magazines it’s a key channel to efficiently deliver difference for brands.
- #20 Metric #4 is Brand Consideration. Consideration may be the most important step on a customer’s path to purchase. A consumer can be aware of your brand and still not buy your product so advertisers need to drive consideration to place themselves in the strongest possible position to convert sales.
- #21 So far we’ve seen how all media channels are able influence the various key brand metrics so it follows that all are also capable of impacting on Brand Consideration. Here we see that cinema and magazines are the most successful at driving consideration per person reached. Given cinema’s strong contribution to key engagement metrics such as brand love and brand difference it figures that it also has a key influence on consideration too – and for magazines with strong and well-targeted creative it’s a great channel for driving consideration too. Higher reach media such as TV and OOH deliver a contribution towards consideration but comparatively aren’t quite as strong – which may be a result of poorer channel engagement/lack of attention. In terms of media ROI for consideration, magazines and cinema again prove their worth, both delivering an 8-10% contribution to brand consideration per £1m spent.
- #22 The final key metric is Brand Recommendation. Winning brands are those that are able to build a loyal fanbase. A brand that can get consumers to recommend its products or services to others has the potential to further its sales growth. For example, Apple, one of the most powerful brands in the world has cultivated an incredibly loyal and fervent fanbase who are able to do the leg work on their behalf – promoting how great their products are and convincing friends that they need to get their hands on the latest product. So it’s no surprise that Millward Brown have found that Recommendation is one of the most influential touchpoints in creating brand demand and informing consumers’ decision-making.
- #23 Again it’s a good story for media generally, with all channels able to deliver a contribution towards driving brand recommendation. Magazines, at 1.7%, provide brands with the biggest impact per person, followed by cinema with 1.4%. When spend is accounted for these channels also prove to be the most efficient at driving recommendation too. Why do these channels perform well here? As we’ve talked about before our cinema-going audience like to be the ones leading the conversation amongst their friends – and this is research highlights that this goes beyond just chatting about the film they’ve been to see. Similarly, magazine readers may see themselves as well-informed and want to spread the word of products/services they’ve read about to their family and friends.
- #24 So we’ve seen throughout the presentation that all media channels can play a valuable role on the media plan to ultimately help create powerful brands and we wanted to conclude by looking at how each channel drives a ‘Total KPI’ metric. If we look at an average of the contributions that each channel has delivered across these five key metrics…
- #25 …we see that cinema, magazines and TV are the biggest drivers of these powerful brand metrics. Cinema and magazines, unsurprisingly given the efficiencies we’ve reported throughout, are also revealed to be the most efficient channels at driving this impact too. Campaigns that utilise these channels in the mix will create a stronger impact on key brand metrics, driven better return on investment and ultimately help builder a stronger, more powerful brand.
- #26 Cinema can play a key role in the media mix and delivers strong contributions towards Brand Awareness, Love, Difference, Consideration and Recommendation – helping brands become stronger and more powerful as a result.
- #28 Now cinema has come out strongly across the five brand metrics and consistently outperforms TV and Online Video on impact per person reached. However we’re not saying that cinema should become your main channel (although we wouldn’t say no!), instead what we’re hoping this research does is make people begin to reappraise cinema and see that including it in the mix, as a complement to other channels, can have a substantial impact on the success your campaigns and your client’s brands achieve. So bearing that in mind what does all of this mean for selecting AV on the media plan? TV remains the big reach driver for most campaigns and we’ve seen today that it’s a great channel to drive awareness. However we also know that cinema and online video can actually offer more cost efficient ways of reaching the last 1-5% of an audience. Both channels, with their targeting capabilities, help complement the audience already being delivered by TV and deliver impacts to typically harder to reach audiences, such as young adults, dual-viewing families and ABC1s. Ultimately all three AV channels can work well together – allowing brands to deliver the right messaging, at the right time, when people are in the right mind-set to consume it. Combining the attention-grabbing creative of TV, with short tailored online video copy and the captivated cinema audience creates a comprehensive and compelling AV journey for audiences to engage with brands and that will deliver substantial impact across all of the key brand metrics we’ve talked about today.
- #29 This project actually marks the beginning of a partnership between DCM and Millward Brown that aims to help advertisers better understand what cinema is actually delivering for them when included on the plan. In 2016, we will be offering advertisers the chance to have their campaigns analysed using the CrossMedia methodology and provide a better evaluation of cinema’s role within the wider multimedia mix. DCM will be funding these select projects across the year for advertisers making a significant investment in cinema so please speak to us for more information if you work on a brand who you feel this would be valuable for.
- #30 Thank you very much for your time today. Does anybody have any questions they’d like to ask?