Cinema works

MOVING PICTURE Cinema is proving to be a relevant and effective medium for video advertising. This is shown by an Omnicom study that was presented at an IGEM event on October 21. Four campaigns were analyzed and three different groups were surveyed on the topic of the advertising impact of moving images on different platforms and screens. The guiding questions of the study were: What is the effect of a spot in the cinema and how does it compare to moving images? For this purpose, moviegoers, TV viewers and online users were surveyed. Brand awareness, recall, recognition, liking and liking of the advertising media of the following four campaigns were analyzed:- Axe "Peace"- Playstation "Infamous"- Seat "Leon Cupra"- Mobiliar-VersicherungThe results show that product-based advertising recall in the cinema is more than three times as high as on TV and more than twice as high as online. Brand-related recall is also highest among moviegoers.Q: OMG Switzerland 2014, n=1,221 In addition, it was shown that people talk about a spot seen in the cinema more often than when they saw it elsewhere.It is well known that advertising influences willingness to buy overall. Cinema advertising achieves this even more strongly than advertising in other media, as the study shows:Q: OMG Switzerland 2014, n=1,221However, differences between products are apparent. In the target groups, slight advantages for cinema over TV are still discernible, while online lags behind.Furthermore, it became clear from the study that a combination of cinema and TV could achieve a significantly higher impact.The entire study can be downloaded from Advertising wiper can be viewed.