The last 10 years has brought about change in all facets of media. The movie theatre is no exception to this rule. A new article today on AdAge.com discusses the $600 million business that is cinema advertising. Although I believe they missed the boat on this article to a point, go ahead and check it out here at:http://adage.com/article?article_id=116322
The article starts off strong discussing the fact that blue chip advertisers are now taking notice and creating content specifically for this venue. Coca-Cola won an award for top cinema advertisement last year and you can expect to continue to see the rise in advertising prior to your movie starting. It is a great venue to create a 1-2 minute piece to brand a product or more specifically, introduce a product to the market.
I see this from a totally different perspective than the article portrays. I see it as anywhere between 1-20 minutes that you have the audience's attention, with sound, and without a remote. The only other comparison I can make this to is pre-roll video on the internet; but even there you can open a new window and browse for thirty-seconds until your video starts. The movie theatre is one place that in order to avoid the advertisement playing on the screen, you have to physically get up and walk out, tuning out the sound and missing the picture.
Although the article does make a strong point for the fact that movie advertising should enhance the overall experience. Just because you do have a captive audience doesn't mean you should expose them to any advertisement. The most successful spots are going to be those that make an emotional connection between the viewer and the movie they are about to watch.
Advertisers have a tough job though with this time slot. Even though it is one of the most captive audiences you will find. It's like advertising in the last spot, right before primetime on a Thursday night. Even if you have the strongest spot, a viewer still is going to have their attention focused on their primetime show; not to mention all the spots they will see during that time frame. The spot absolutely has to stand out to the point where it overshadows the program that succeeds it.
If you've been following my blog so far then you've learned I'm a huge proponent of Out-of-Home Media (OOH). OOH Media is all about making an emotional connection with someone in a place where the messages are limited and a call to action can be made. OOH Media is also about taking advantage of a captive audience. Cinema advertising is by far one of the most captive audiences that you will find and hopefully this is just another step in the right direction for the OOH industry.
Subscribe to:
Post Comments (Atom)
No comments:
Post a Comment