Cinema Advertising: Break Through Fragmentation with a Bang

And I think we areamp160 I really enjoyed attending Advertising Week in New York City last month and more recently the ANAs Seeing listening and reading about the exceptional thought leadership that has emerged lately is truly inspiring Sure things are uncertain out there if youamp8217re glued to old models and tired thinking But there are also a lot of smart people with a lot of positivity sharing strong POVs on how to attack these challengesThey say the cream rises to the top and coming out of Advertising Week I would say the richest and creamiest ideas were about building media campaigns that go beyond GRPs and focus more on driving a brand message through todayamp8217s fragmented ecosystemamp160 We have to accept that all the math in the world doesnamp8217t really add up if the consumer isnamp8217t engaged with your message or worse yet doesnamp8217t even recall it or discover your brandamp160Yes the media landscape is now differentamp160 But itamp8217s always been changing and will continue to do soamp160 Certainly media properties have to continue to strive for scale with the right audience and an advertising platform supported by strong underpinningsamp160 We also have to start thinking more holistically because itamp8217s not just about filling in impressionsamp160 I believe there is even greater opportunity to embrace how a media property helps drive a campaign messageamp160 Fundamentally not all impressions are created equal and itamp8217s certainty true that not all screens are created equalToday itamp8217s essential for media campaigns to have that amp8220big bangamp8221 opportunity that accelerant that can propel messages through all this fragmentationamp160 In years past these accelerant media properties may have been seen as a luxury but times have changed and today standing out is not a luxury itamp8217s a necessityamp160 Now more than ever itamp8217s imperative that each media component works together to play a role to not just deliver the message but to impact the target consumer to take actionAgainst this backdrop there is a medium whose amp8220big bangamp8221 potential is atmospheric and whose value to an overall media campaign and brand objective has never been greateramp160 Cinema advertising more than just checks all the boxes it casts a huge halo over a campaignamp160 The industry has been more than clear about premium content as the way to engage audiences and cinemaamp8217s premier content more than delivers on that goalamp160 More specifically amp8220tentpoleamp8221 amp8220watercooleramp8221 video content is the most desirable and will cause a sense of FOMO amongst brands and agenciesamp160 And in case you havenamp8217t noticed the box office has been on fire this year Itamp8217s definitely not one to miss out on amp160The fourth quarter is an exciting time The opening of amp8220The Martianamp8221 kicked off the highly anticipated movie slate to be followed by amp8220Hunger Games Mockingjay Part IIamp8221 and amp8220Star Wars VII amp8211 The Force Awakensamp8221 all in record fashion Literally Just this past week amp8220Star Warsamp8221 amp8220broke the Internetamp8221 with presale ticket numbers shattering records and actually crashing online ticketing sitesWith all this chaos facing us sometimes I think the sexiest thing I can say about cinema is that itamp8217s incredibly stableamp160 But thereamp8217s so much more amp160Cinema offers huge scale every week of the year with not only dynamic programming but dynamic audiencesamp160 Movie theaters are filled with the most coveted influential and receptive audience in media including droves of hard to reach Millennials providing extended and unduplicated powerful reach amp160There is no environment in media that is more immersive than cinema 100 viewable 0 ads skipped 0 ads blocked with messages completely uncluttered on a 40 foot screenamp160 Plus our advertising platform is the most flexible in media so whether you need 30s and 60s longform custom content or interactive opportunities we can provide and accommodate it all The evolution of advertising and the attack on fragmentation is happening here every day2016 will soon be upon us planning is well underway and I could not be more enthusiastic about cinemaamp8217s prospects to provide brands the most premier amp8220tentpoleamp8221 video every week to ensure that their message breaks throughThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillageMyersBizNet management or associated bloggersamp160amp160

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Cinema Advertising: Break Through Fragmentation with a Bang

Author

Publish date

Channel

John McCauley

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Cinema Advertising: Break Through Fragmentation with a Bang

Enjoying This Commentary? There's More to Love

John McCauley

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies