In-Cinema Advertising - The Answer To Many Marketers

Market Fragmentation Not An Issue For Cinemas

Everyone knows that in-cinema, pre-show advertising is very much worth the cost for advertisers. The greatest concern for any company advertising its products or services is market fragmentation - which has never been greater.  Getting to a target audience is primary and a huge challenge for most companies.  But cinemas offer up such an environment, if fact, cinemas are stand-outs as audience fragmentation gets worse.

The normal (and old) response to audience fragmentation by marketers is to use the shot-gun approach - offer the same ads to everyone. But this approach doesn't work well and cost a lot of money, in addition, it does not have an audience that is paying full attention to the ad.

Cinemas offer an audience that IS paying full attention - there are no distractions.  Cinemas offer an environment where other outlets (particularly online or mobile) face - an ever increasing number of ways for consumers to avoid watching ads.  Only 50% of viewers say they pay attention to ads on TV, and there are ways to 'not-view' ads - using DVRs, ad-skipping, ad-blocking and time shifting, and through the use of streaming services, like Netflix and Amazon.  This leaves companies wondering; Who is watching our ads, and more importantly, how do we get to the target market.

What advertisers want is to have viewers not only watch their ad but impact them to take action.  They want consumers to see and engage.  The only place this works well, give the fragmented marketplace we live in, is cinemas.

Every weekend audiences show up in the millions at their local cinemas - and those audiences are captive and impressionable.  Cinemas offer up the world's best programming in an immersive and distraction-free environment. Offering unique ad awareness, as 0% of a cinema's audience can skip ads, and the impact is 100%.

Taking this one-step further, cinemas ads can be pin-pointed to a particular viewing audience.  Different ads can be presented depending upon the movie being played. For example, an ad played for an audience that came to view a high-impact, action hero movie vs. ads presented for a rom-com.

All cinema operators should be running pre-feature ads and adding that revenue to their profits.

Jim