Carlsberg stunt in Belgium with 148 bikers in a movie theater. Some innocent couples want to take their seat, but the room is filled with not-so- friendly looking bikers. How will they react, see for yourself. Credits: Ad agency: Duval Guillaume Modem, Brussels Creatives: Koenraad Lefever , Dries De Wilde Production: Monodot, Brussels Director: Cecilia Verheyden Producer: Tatiana Pierre Creative Director: Geoffrey Hantson , Katrien Bottez.
Cinema
boosts effectiveness of ad campaigns by delivering three-fold revenue return on
media investment
London,
11 September 2012: BrandScience,
the business and marketing effectiveness arm of Omnicom Media Group, has shared
its findings on the Revenue Return on Investment for cinema media spend across Europe today at an event hosted by the Cinema Advertising
Association.
The
Europe-wide study, commissioned by Screen Advertising World Association (SAWA)
and Cinema Advertising Association (CAA) shows that Cinema advertising
outperforms print and outdoor across Europe with a Revenue Return on Investment
(RROI) of €3.07 and an overall carryover rate of 48%. This means that if an ad
spend of €1000 delivered 100 sales in the first week, it would drive 48 in the
second, 23 in the third and 11 in the fourth week following exposure. In the UK, Cinema
delivered a £2.84 RROI for every £1 invested and the best carryover rate of all
media nationwide at 72% per week.
Case studies from the BrandScience Econometrics Results Vault were used to review how cinema performed across different product categories including FMCG, services, leisure and entertainment.
In the FMCG category, cinema delivered a RROI of €2.88 from just 6% of the total media spend. When used as a secondary medium in this sector, Cinema provides the highest RROI amongst other media, enjoying a 51% carryover, just behind TV. The FMCG research was further broken down into three subcategories covering Food and Drink, Health and Beauty, as well as impulse purchases.
Cinema was the standout media in the Food and Drink subcategory returning €4.80 and 68% carryover when 7% of the overall media budget was invested in the medium. This was the best performance of all media.
For
Health and Beauty, cinema also delivered the highest RROI of all media within its
subcategory, delivering €2.97 from a 5% spend, while the 40% carryover rate in
this subcategory outperformed both Outdoor and Print.
Cinema spend for Impulse purchases returned €2.12 from a 6% media spend, again higher than both Outdoor and Print, with a 51% carry over, indicating that in this subcategory Cinema works harder than all other secondary media.
In the Service category, Cinema returned €3.43 for every €1 spent from just 3% of the media budget invested in the medium. This is €1.14 higher than Outdoor’s achieved RROI with 12% of the media budget. Cinema’s carryover rate was 43%, also highest behind TV.
The Leisure and Entertainment category delivered €3.08 from a 3% Cinema spend, generating €1.22 more than Outdoor, which represented 7% of media spend. With a 43% carryover rate, Cinema was again the highest performing medium behind TV for this category.
Econometrics also identified optimum percentage investment in Cinema as part of the media mix. It found that on average, spending up to 10% of a media budget on Cinema advertising can significantly increase the total communications RROI for an overall campaign, in addition to the specific medium. In the Leisure and Entertainment category, for example, investing 4-10% of media spend in Cinema drove total communications RROI of €4.24. Adding Cinema to the schedule boosts return on investment from other media too as the RROI for TV increased to €2.09 from €1.24 when part of the media mix. The RROI for TV’s Leisure and Entertainment spend increased to €5.87 from €5.10 when cinema was added.
Cinema spend for Impulse purchases returned €2.12 from a 6% media spend, again higher than both Outdoor and Print, with a 51% carry over, indicating that in this subcategory Cinema works harder than all other secondary media.
In the Service category, Cinema returned €3.43 for every €1 spent from just 3% of the media budget invested in the medium. This is €1.14 higher than Outdoor’s achieved RROI with 12% of the media budget. Cinema’s carryover rate was 43%, also highest behind TV.
The Leisure and Entertainment category delivered €3.08 from a 3% Cinema spend, generating €1.22 more than Outdoor, which represented 7% of media spend. With a 43% carryover rate, Cinema was again the highest performing medium behind TV for this category.
Econometrics also identified optimum percentage investment in Cinema as part of the media mix. It found that on average, spending up to 10% of a media budget on Cinema advertising can significantly increase the total communications RROI for an overall campaign, in addition to the specific medium. In the Leisure and Entertainment category, for example, investing 4-10% of media spend in Cinema drove total communications RROI of €4.24. Adding Cinema to the schedule boosts return on investment from other media too as the RROI for TV increased to €2.09 from €1.24 when part of the media mix. The RROI for TV’s Leisure and Entertainment spend increased to €5.87 from €5.10 when cinema was added.
Sally Dickerson, Global CEO of BrandScience says:
“Working with the Cinema Advertising Association (CAA) and other Screen
Advertising World Association (SAWA) members across Europe, BrandScience has
collated evidence from its Results Vault of over 1100 econometric studies in
Europe, of which 111 evaluated Cinema Spend and other media. The meta analysis
proves that Cinema delivers a healthy return on media investment, particularly
when used as part of an integrated campaign. Cinema performs in its own right
as measured by direct RROI (Revenue ROI) and enhances all other main media in
assuring higher campaign RROI”.
Sarah Dack, Board Member of the CAA adds: “Whilst
many studies continue to prove that Cinema delivers more engagement, reaches
light TV and youth audiences, the BrandScience study confirms that cinema
doesn’t just deliver soft KPIs, it also drives strong return on investment for
the brands that advertise on the Big Screen.”
The
European study was commissioned by the Screen Advertising World Association
(SAWA) and was based on 111 case studies measuring the impact of cinema when
used with other media. The European RROI number refers to 56 case studies where
in depth analysis has been carried out. The UK
study was based on 27 case studies and commissioned by the Cinema Advertising Association
(CAA) in the UK.
Both pieces of insight were drawn from the BrandScience Econometrics Results
Vault containing over 1000 cases.
Helen Nassey
PR Manager
Propeller
+44 (0)20 3301
5341/+44 (0)750 612 1999
For further information please
contact:
Liza Patoux
Marketing
Manager
+44
(0) 20 7534 6228
Email: liza.patoux@dcm.co.uk
Notes to Editors
About the Cinema Advertising Association
(CAA)
The trade association CAA promotes, monitors and
maintains standards of cinema advertising in the UK
and Republic of Ireland.
The primary functions include pre-vetting and
clearing all UK
cinema commercials to ensure conformity with the British Codes of Advertising,
sales promotion and direct marketing. It also provides UK cinema
market information in terms of impacts, admissions and screen numbers. In addition
it produces the annual Film Audience Measurement and Evaluation (FAME) and Film
Monitor research providing insight into cinema going and the film viewing experience within the UK.
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