Charateristics of Cinema
Cinema advertising, also known as movie theater advertising, is a form of advertising that involves displaying advertisements on the big screen before the movie starts.
Cinema advertising is a way for advertisers to reach a captive audience, as moviegoers are often in a relaxed and receptive state of mind, making them more likely to engage with the ads. This means that they are more likely to pay attention to the ads and engage with the brand.
Cinema advertising offers some targeting options for reaching a certain audience: advertisers can choose the movie and time of day to display their ads. For example, if an advertiser wants to target young adults, they can display their ads before a popular action or superhero movie that is likely to attract this demographic.
Quality of audio and video playback system in a movie theatre is typically very high, especially when comparing to the experience of looking at video ads for example on phones or laptops. For this reason, cinema advertising provides a opportunity for advertisers to create an immersive experience that captures the attention of the audience on a different level.
Cinema advertising has been around for many years and has evolved with technology. In the early days, advertisers would simply display static slides or film reels before the movie started. Today, with the advent of digital technology, cinema advertising has become more dynamic and interactive. Advertisers can now display high-quality video ads, 3D ads, and even virtual reality experiences.
Metrics for Cinema
For tracking investments to Cinema, companies typically have the following available:
Net Spend: What was the spend on the ads, after discounts (e.g. seasonal or other discounts)
Gross Spend: What was the spend on the ads (without taking media discounts in to account)
When conducting media planning, the most typical media metric for cinema to consider is the amount of people likely to see the ad (often called Contacts).
Including Cinema in Marketing Mix Modeling
While data specifications for Marketing Mix Modeling can vary depending on the context, a good starting point for Cinema is to use Gross Spend as an input metric in the model.
Gross Spend is typically better than Net Spend, because Net Spend can change even if activity level would remain constant, if discounts are given to the advertiser..