VAB: LIGHTS, CAMERA, CALL TO ACTION! THE DRIVING FORCES BEHIND CINEMA ADVERTISING
It is a period of heavy disruption and device proliferation across the nation with mass fragmentation permeating every corner of the video ecosystem. Within this challenging landscape, a bright star shines – CINEMA. With increased attendance and record box office sales, Cinema’s success is being driven by POWERFUL STORYTELLING and consumer’s desire to temporarily unplug, relax and share experiences with friends and family…
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In February 2009, the CAC unveiled the results of a research study conducted on behalf of its members by Integrated Media Measurement Inc. (IMMI), a leading provider of consumer behavior and audience exposure data to media companies and advertisers. According to the study, the results of a combined television and cinema ad campaign more than doubled the conversion rate as compared to television alone. The combined cinema-television buy also provided double the lift; extended incremental reach; and the ability to target key demographics including 'ad-avoiders.'