The British cinema advertising company Digital Cinema Media has partnered with insight consultant Anna Sampson to publish a Cinema Effectiveness Roadmap paper designed to emphasize to advertisers how they can measure the high-impact channel and better understand the value it delivers within the media mix.
The paper lays out a clear three-stage road to cinema effectiveness:
How to get cinema on the plan
How to demonstrate cinema effectiveness
How to maximize the impact of cinema investment
The roadmap brings together robust evidence to clearly lay out the complementary role cinema can play within the broader AV mix, clarity on the data and measurement options available to advertisers, and compelling case studies of successful campaigns from the likes of Wagamama, Deliveroo, and IKEA highlighting how cinema can deliver on brand and sales metrics.
Over the last few years, cinema has continued to grow advertiser count (+seven percent year-on-year) and revenue (+five percent year-on-year). While most major advertisers now invest in the channel, the medium can continue to come up against a perceived measurement barrier by several agencies and clients adopting a performance mindset to brand-building, where the focus is very data-driven, all about incrementality and test and learn.
DCM wants to support all customers in breaking down any effectiveness barriers they have towards cinema, to illustrate how the channel can be measured, and the metrics it can deliver successfully on.
DCM’s insight director Michael Tull said, “With an increasing number of agencies and clients adopting a ‘performance mindset’ to brand-building, we have been conscious that cinema is not always perceived as easy-to-measure as other digital options. However, cinema is an incredibly accountable channel, easily measured by brand uplift studies for the soft metrics, and able to provide the necessary granular ticket data needed for econometric analysis.
“Advertisers with rigorous measurement mindsets such as McDonalds, Sky, and Google see cinema as a core channel so it’s certainly not the case that measurement should be a barrier to investment. We hope this roadmap paper will be an invaluable source for agencies and clients to re-assure and provide clear guidance on how the impact of cinema within the media mix can be measured.”
Authored by Sampson, the roadmap was developed with input from leading industry experts including Louise Cook (managing director, Holmes & Cook), James Dickie (head of research, Differentology) and Louise Twycross-Lewis (head of insight, PHD).
The Cinema Effectiveness Roadmap is available to download for free at https://dcm.co.uk.