Canvas Worldwide: Cinema Advertising on the 2022 Comeback Trail

Attention span is one of several factors that make cinema advertising so potent especially with the highly desirable 1834 age group says Zvonkin According to research gathered by Canvas 84 of theater attendees focus on the wide screen in front of them during prefeature programming After the movie ends 60 can recall at least one preshow message they viewed in major detailThat39s almost twice as high as the percentage of people who keep their focus on TV commercials watched at home 37 according to a TVision survey conducted last yearquotThere39s a very distinct difference between the theater experience in terms of consuming media versus the inhome or outside experiencequot explains Zvonkin In the last several years consumers have gone quotfrom a onedevice TV viewing consumer to multiple devices and multitasking When you39re in a theater and the lights are off you39re forced to shut down your phones and have a onetoone experience with the screen That39s become a lot more important since the pandemicquotThe greater the attention span the greater the possibility of increased sales for the products or services promoted Auto commercials that run in cinemas register a 91 attention average according to research cited by CanvasZvonkin is not surprised by the high attention benchmarks as consumers resume their moviegoing habits quotSome of us watch TV while playing with our phones Some of us are texting or skimming through emails and social mediaquot she says quotVery few people we know today are sitting completely engaged with their TV screen When you make the choice to go to a movie you make the choice to shut it all off That39s why the attention numbers are higherquotUpfront advertiser commitments so far this year are on a positive track with autos and carbonated beverages coming back into the cinema marketplace in a big way and companies representing other product categories such as technology jumping on board An absence of clutter and category exclusivity position cinema advertising well compared to TV Zvonkin assertsPreshow offerings usually present four or five minutes of ads spaced inside two pods one pod running early on when behindthescenes or trivia featurettes run the other pod placed near the movie trailer section Some preshow presentations now place an ad before the final trailer andor offer the standard quotturn off your devicesquot onscreen reminder with a sponsored billboardWith such a limited amount of ad time per preshow cinema ad sales organizations are out to get as many product categories involved in each run as possible For the audience the viewing experience is more differentiated with one message from an automaker one from a beverage one from a candy company and so on At the same time Canvas and other participating agencies are coming up with more cinematic approaches to their messages For Hyundai39s new iONIQ5 electric vehicle Canvas planned a campaign demonstrating in rapidfire fashion how society has evolved over the centuriesBecause of the movielike approach to the messages people don39t see them as commercials says Zvonkin quotIf you39re smart enough with your creative they will be a lot more open to it and love your adquotIn the coming year cinema advertising is likely to expand into other venues including smart TVs and smartphones as part of a drive to give consumers a 360degree moviegoing environment The devices could deliver additional info and extended scenes from movies now playing ticketordering capability and interactive games connected to specific films or film franchisesquotYou start before the movie go into the preshow and continue with the consumer after the movie so you have a true relationship with the brand and the viewerquot Zvonkin anticipatesLook for Canvas to be in the thick of that The agency is developing several innovative projects suited to that environment in association with several clients and film distributorsClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNet

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Canvas Worldwide: Cinema Advertising on the 2022 Comeback Trail

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Simon Applebaum

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Canvas Worldwide: Cinema Advertising on the 2022 Comeback Trail

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