Embed Size (px)
DESCRIPTION
Cinema Helps Your Retail Campaigns Work Harder
Citation preview
FMCG
Presented by: Isabel Taye
DCM.CO.UK
MESSAGE LONGEVITY - CARRYOVER RATES
CINEMA: THE ULTIMATE BRAND EXPERIENCE
MEDIA WITH STAYING POWER AND STRONG BRAND MESSAGES TEND TO HAVE HIGHER CARRYOVER RATES
CINEMA HAS THE HIGHEST CARRYOVER RATE IN THE UK – CLOSELY FOLLOWED BY TV
ONLINE HAS THE LOWEST CARRYOVER RATE OF THE MEDIA ABOVE AS IT IS OFTEN USED AS A DIRECT RESPONSE MECHANISM.
71%
58% 60%51%
46%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
TV Print Outdoor Radio Online Cinema
Ave
rage
Car
ryov
er R
ate
-UK
71%
58% 60%51%
46%
72%
0%
10%
20%
30%
40%
50%
60%
70%
80%
TV Print Outdoor Radio Online Cinema
Ave
rage
Car
ryov
er R
ate
-UK
Source: Brand Science 2011
0 - 5 % 5 - 10 % 10 + %
Cinema RROI £0.87 £1.60 £0.82 Total Comms RROI £1.62 £1.85 £0.60
£-
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20
£1.40
£1.60
£1.80
£2.00 A
ll -R
even
ue R
OI
0 - 5 % 5 - 10 % 10 + %
Cinema RROI £0.87 £1.60 £0.82 Total Comms RROI £1.62 £1.85 £0.60
£-
£0.20
£0.40
£0.60
£0.80
£1.00
£1.20
£1.40
£1.60
£1.80
£2.00 A
ll -R
even
ue R
OI
OPTIMISING CINEMA OPTIMISES EVERYTHING ELSE
CINEMA: THE ULTIMATE BRAND EXPERIENCE
INVESTING BETWEEN 5% - 10% OF BUDGET ON CINEMA HELPS THE MEDIUM PERFORM AT ITS OPTIMUM RATE, WHILST ALSO HAVING A POSITIVE EFFECT ON RETURNS FROM THE REST OF THE CAMPAIGN.
Source: Brand Science 2011
Outdoor
TV
Cinema
OPTIMISING CINEMA ALONGSIDE OTHER MEDIA
CINEMA: THE ULTIMATE BRAND EXPERIENCE
TV AND OUTDOOR ARE PLANNED TO DELIVER FREQUENCIES THAT ALLOW THEM TO GET CLOSE TO THEIR MAXIMUM POTENTIAL IMPACT (AND THE POINT OF DIMINISHING RETURNS).
MEANWHILE, CINEMA HAS THE POTENTIAL TO DELIVER MORE – AND BENEFIT THE CAMPAIGN AS A WHOLE – WITH AN INCREASED FREQUENCY.
optimum frequency
average planned frequency
Source:DCM Live Cinema Admissions Jul 2011 to Feb 2012Nielsen Addynamix All Media TV Spend July 2011 – Jan 2012 (Retail Category ONLY)Main Shop / Top Up Shop from TGI Q4 2011 (base: All Adults 15+)
CINEMA: THE ULTIMATE BRAND EXPERIENCE
Peak admissions on Wednesday, Friday and Saturday match peak days for Top-up and Main Shopping
23.5% = no particular day21.5% = no particular day
% r
each
