Ad Avoidance (Source - Media Angel)
It’s not surprising to see that cinema has the highest engagement score, and lowest ad avoidance score. This makes sense, as there is little else to do while in the cinema and the ads are seen by many as part of the cinema experience.
Used as part of an integrated marketing campaign, potentially with print, radio, television and other mediums, cinema can double or triple the impact of a campaign. Cinema provides a 360-degree marketing environment that is uncluttered and finds the consumer in a relaxed and receptive frame of mind, perfect to get your message across.
Cinema media reaches a huge target audience each month, and its advertising recalls are four times higher than ads placed on television.
Cinema advertising reaches targeted consumers with innovative messages that engage moviegoers in a highly effective manner.
The Advantages of Cinema Advertising
- It delivers your message to a captive audience.
- On-screen copy can use full sight, sound and motion to increase ad recall.
- Unlike radio Cinema is not reliant on great frequency to have effect - once with a good ad will be enough as the audience is so engaged in this situation.
- Advertiser’s company image is often boosted by the association with the movies on the big screen in full colour.
- Because cinemas are located near or in suburban shopping malls and other high-profile retail areas, ads are positioned close to point-of-purchase.
- Campaigns can be targeted by a demographic profile based on the geographic location of the cinema.
