Cinema Ads Resonate More with Viewers Than TV Ads, Screenvision Research Says

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Fri, 05/11/2018 - 12:00 -- Nick Dager

A neuroscience research project conducted by Screenvision Media says that movie theatres are optimized for advertising. According to the research, moviegoers view the screen for 84 percent of an ad's duration. Viewers also pay more attention to ads in cinema's immersive environment than they do on television, the research found, where more than half of viewers lose attention during ads.

The research further illustrated that moviegoers process in-theatre ads in a deeper and more memorable way, as viewers feel twice as connected to and engaged with advertisers' messages in theatre than on television.

In fact, the company said, the emotional response, a key determinant to ad recall, to advertisements in Screenvision Media's Front + Center preshow is 18 percent higher than with the same ads on television, proving that an in-theatre environment creates the ideal scenario for ensuring lasting impressions.

The findings were reported during Screenvision Media’s annual upfront event, which was held Thursday evening at the PlayStation Theatre in New York City.

"As the media marketplace becomes even more fragmented, cinema reinforces its position as one of the most essential components of a brand's media plan. As our research proves, cinema offers a more deeply engaged audience, with no ad skipping, blocking or fraud," said John Partilla, CEO, Screenvision Media. "People don't just watch cinema, they feel it, and we recognize that. We're proud to always deliver your brand's blockbuster moment in the most memorable way."

In 2017, the box office attracted 1.2 billion moviegoers and generated $11 billion in revenue overall, thanks in part to the top 10 films which grossed over $3.8 billion. So far this year, due to the success of films like Black Panther, Avengers: Infinity War, and Solo: A Star Wars Story, Screenvision Media's advertisers have outpaced expectations and exceeded projected impressions by 14 percent.

"The record-breaking films keep coming, proving that blockbusters aren't limited to specific months, and that cinema continues to serve as a valuable, high-impact audience replacement for declining TV ratings throughout the year," said Katy Loria chief revenue officer, Screenvision Media. "We provide incremental high-impact reach, and work hard to always provide a premium offering, in a brand-safe environment that generates the most memorable impressions in media. There is no better place to find that than on the big screen."

Research indicates that moviegoers experiencing Screenvision Media's Front + Center preshow in auditoriums also spend an average of 13 minutes in high-impact, high-traffic lobbies.

Screenvision Media said its technological innovations and recent strategic alliances incorporating augmented reality and virtual reality provide brands with additional high-impact engagement platforms to carry their message from the lobby to the big screen. In addition, the company's advanced targeting platform, Cintel, allows advertisers to target moviegoers beyond ratings and demographics. With the addition of new data inputs, Screenvision Media is targeting the fourth quarter of 2018 to activate media plans with more advanced targeting.

"The attention, retention, and impact gained through cinema advertising delivers the most memorable impression, drives consumer action, and bolsters ROI for brands. We're always looking to push the envelope even further to engage audiences and deliver quality impressions," said John McCauley, chief marketing officer, Screenvision Media. "The immersive and captivating moviegoing experience continues to improve based on innovation, renovation, and new builds for our exhibitors, helping to create the optimal environment for memorable impressions. With the rise of augmented reality and virtual reality capabilities for our preshow advertisers, we're excited about what this will bring for the year ahead."

The company also introduced its latest capabilities and alliances around augmented reality with Fuze Viewer, virtual reality with VRX, and eSports with Hollywood eSports.

Screenvision Media