Digital In-Lobby Advertising Effective Study Says

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Wed, 03/28/2012 - 20:00 -- Nick Dager

A TrailerVision and Video Wall Advertising Research Report conducted by the Worldwide Motion Picture Group of Ipsos MediaCT shows the positive influence digital media had on consumers during their visit to the cinema. Results were able to confirm recall rates and intentions to see upcoming movies: Nearly 60 percent of patrons recalled viewing TrailerVision during their time in the lobby. The study says the impact was highest among teens aged 12-16 years (65 percent). According to the study digital video advertising is perceived to be the most influential form of in-lobby advertising. VideoWall (54 percent) and TrailerVision (51 percent) are more influential than traditional movie posters (33 percent) and standees (28 percent). Digital formats had a greater impact in making respondents 'want to see the movie ' the study says. Time spent viewing TrailerVision was highest among younger males and older females. Nearly one quarter of all respondents mentioned viewing the displays for a few minutes or longer with most respondents spending a little less than a minute viewing the content. According to the study other TrailerVision results include: 58 percent strongly agree that it 'is a very modern/innovative way to advertise' 50 percent think the 'graphics/special effects look cool' 47 percent say it 'is a fun way to find out about new movies' (peaking at 55 percent among those under 25 years old). Consumers realize that TrailerVision both video walls and LCD poster displays are the most modern and innovative way to learn about upcoming movie releases says Michael Holmes chief marketing officer Cinema Scene Overland Park Kansas. The research demonstrates advertisers are realizing impressive results via campaigns utilizing the TrailerVision digital media network.

This research demonstrates that digital formats such as TrailerVision could be a vital part of the media campaign says Keely Gillman vice president Worldwide Motion Picture Group. The Worldwide Motion Picture Group of Ipsos MediaCT conducted the research. Fieldwork took place on a Friday Saturday and Sunday last December 2-4. Methodology approaches included in-situation observation as well as face-to-face intercepts. The research achieved more than 200 respondents per market focusing on parents with children in their party; teens aged 12-16; and general moviegoers. Four test markets and one control theatre were used in this study.