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In-cinema advertising accounted for a fraction (0.3%) of all U.S. ad spending in 2007. But according to Nielsen PreView, advertisers may want to consider increasing the presence of cinema advertising within their media mix.
For one thing, cinema audiences are literally “captive” — changing the channel isn’t an option, and there are few distractions.
Moviegoers also tend to have more disposable income than average Americans. They purchase consumer electronics — XBoxes, DVD players, and Blu-Ray players — at far higher rates than the rest of the population, and many are voracious consumers of other entertainment across a variety of media platforms.
Children, teens, young parents, and Hispanics — all coveted segments for marketers — also tend to be avid moviegoers.
In-cinema advertising is not without challenges. Currently, pre-movie advertising is distinctly less popular than movie trailers with many viewers. The effectiveness of on-screen advertising also varies quite a bit by market.
The takeaway for marketers?
Think broadly and holistically — tie your in-cinema ad campaign into a broader, multi-medium campaign.
Effective in-cinema advertising requires a different approach than TV ads: aim for a longer, more dramatic, “movie-like” creative.
Finally, don’t restrict pre-movie advertising to the big screen — make sure your campaign touches multiple formats of any film, including DVD and licensed video games.
View Nielsen PreView’s report.
Ads for popcorn, sweets and sodas sold at the concession stand are fine, but automobiles, restaurants, or any other consumer good NOT related to the movie theatre itself GETS ME OUT OF THE THEATER AND ASKING FOR MY MONEY BACK.
I have done it in the past, and WILL do it now.
I want to ESCAPE the crass commercialism of our stupid, shallow materialistic culture when I walk into a theater to see a movie.
Given the price of movie tickets now, I think that for the cost I should be spared the insult of having to suffer through advertisements for stuff I’d rather go without than buy in the first place.
The arrogance of thinking that a viewer is ‘captive’, is astonishing.
My husband, myself and others have walked out of theaters rather than be forced to consume ad content we do not wish to. Believe me, when there’s six or seven people demanding their money back and the cinema manager is there having to fork back the money and we’re all growling about the ads, the theater WILL notice.
Unlike most of the bleating sheep in our culture, I am a PROFESSIONAL consumer and customer – and the customer IS ALWAYS RIGHT.
No ads beyond the concession stand products.
Or you don’t get this consumer’s business.
It’s a simple as that.
Deb.
[...] advertise before movies? That’s what executives should be asking themselves after a new study by Nielsen PreView showed that before movie advertising allows in theaters reaches key demographics and is cost [...]
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