Cinema plays a more powerful role than ever, with new research from Val Morgan challenging advertisers to think beyond reach metrics and consider how ads are actually viewed day to day.
The findings prove that cinema helps deliver significant impact on campaign effectiveness metrics.
Uplifts of 156% in top of mind ad awareness and 66% in main message cut-through were measured amongst people exposed to campaigns that aired across cinema, online video and television.
Val Morgan managing director, Daniel Hill said, “These new insights validate the power of including cinema as a core component in any a/v strategy. Cinema delivers the highest levels of engagement and impact.”
The research is the latest in the Power of Cinema series, released by Val Morgan, which demonstrates the role of cinema in a/v media strategy. The first results showed cinema delivered a 40% uplift in brand consideration, these new findings on ad awareness and message cut-through build on previous research which proved cinema advertising to have six times the engagement of television.
Conducted by BrandScience, the research involved more than 1200 interviews and set out to replicate how a/v media is typically consumed by the Australian public, capturing natural media exposure across campaigns running identical creative on TV, online video and cinema.
BrandScience head of data and analytics, Kate Gunby commented, “Whilst there is typically a big focus on reach, there are still limited learnings on how different channels contribute to the overall impact of media. We developed an approach to the research to allow us to understand the impact of cinema relative to other channels. From previous research we know that cinema has a higher engagement level but we wanted to understand how that engagement translated into shifts in key brand measures. Cut through is an important part of overall campaign impact and we saw exceptionally strong results for those people exposed to cinema”.