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…
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.'