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Design InnovationDigital Cinema AdvertisingWhat is Digital
Cinema Advertising?Digital Cinema Advertising is an interactive
advertising media which: engages captive movie audiences.
creates the highest recall and retention of any advertising
media.
promotes your business with no competition for viewer
attention.The Strengths of Digital Cinema Advertising Immediacy Low
Production Costs Low Overall Media Cost Easily Measurable
Geographic Targeting Demographic Targeting Captive Audiences High
Audience Participation High Quality Color Large, High Impact Format
Low Clutter High Frequency High Recall & RetentionAdvertising
Media Comparison Summary
Advertising Media In ComparisonThe Yellow Pages are limited by:
monochromatic format. high clutter. alphabetical name penalty. high
competition for viewers attention. high cost.
Advertising Media ComparisonTelevision is limited by: TiVo, DVR
technologies that allow audiences to blank ads. ability to channel
surf during ads. a highly segmented viewing audience. audiences who
typically find other things to do during the ads. high production
costs. low retention and recall rates.
Advertising Media ComparisonRadio is limited by: listeners
ability to channel surf during ads. XM radio which boasts NO ads.
the inability to track whos listening. high competition for
attention. high cost. lower retention rates than television among
its listeners.
Why Digital Cinema Advertising WorksHIGH VISIBILITY NO
COMPETITIONLarge Digital Color FormatNo ClutterNo Alphabetical Name
PenaltyNo Competition For Viewers AttentionWhy Digital Cinema
Advertising WorksCAPTIVE AUDIENCESAudiences: arrive 19 min.(avg)
before the start of a show. are in their seats 13 min.(avg) before
the start of the previews. come relaxed and receptive. come with a
willful suspension of disbelief engage in and enjoy the ads and
trivia.Why Digital Cinema Advertising WorksAfter you sat in your
seat, do you recall seeing any on-screen advertising before the
move began?Source: Arbitron Cinema Advertising Study 2003HIGH
RECALL & RETENTIONWhy Digital Cinema Advertising WorksHIGH
RECALL & RETENTIONSource: Journal of Consumer MarketingWhy
Digital Cinema Advertising WorksReaches Desirable
DemographicsPercentage of age groups attending the movies last
month.Source: Arbitron Cinema Advertising Study 2003About The
Average Movie AudienceSURVEYS SAY THE AVERAGE MOVIE GOERS watch
less TV than average. are high internet and technology users. read
less newspapers than average. have higher than average expendable
incomes. is mostly between the ages of 12 35.Source: Arbitron
Cinema Advertising Study 2003About The Average Movie
AudienceTechnology - Entertainment - Travel - Financial Services
Automobiles - Outdoor Leisure - Real Estate - Dining Out Source:
Arbitron Cinema Advertising Study 2003Surveys report that movie
audiences make higher than average purchases in the following
areas: 202,100 movie goers will eat somewhere before/after a
movie.
65,800 will go shoppingbefore or after a movie.
9,400 movie goers will visit a drinking establishment
before/after a movie.Your Business Needs To Be In Front Of These
Audiences!Source: Arbitron Cinema Advertising Study 2003470,000
People Per Year!Prime Cinemas Average Yearly Ticket Sales
Welcome To Digital Cinema Advertising Youre In Good Company
Sources of Information:Arbitron Cinema Advertising Study 2003
(available online)Arbitron Cinema Advertising Study 2007 (available
online)Scarbourgh Research (available online)Journal of Consumer
Marketing (available online; subscription required)Motion Picture
Association of America (available online)Prime Cinemas L.L.C.
This Presentation by Design Innovation 2009
