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FMCGPresented by: Isabel TayeDCM.CO.UK
CINEMA: THE ULTIMATE BRAND EXPERIENCEMESSAGE LONGEVITY - CARRYOVER RATESMEDIA WITH STAYING POWER AND STRONG BRAND MESSAGES...
CINEMA: THE ULTIMATE BRAND EXPERIENCEOPTIMISING CINEMA OPTIMISES EVERYTHING ELSEINVESTING BETWEEN 5% - 10% OF BUDGET ON CI...
CINEMA: THE ULTIMATE BRAND EXPERIENCEOPTIMISING CINEMA ALONGSIDE OTHER MEDIATV AND OUTDOOR ARE PLANNED TO DELIVER FREQUENC...
CINEMA: THE ULTIMATE BRAND EXPERIENCE          Peak admissions on Wednesday, Friday and Saturday match          peak days ...
THANK YOUContactIsabel TayeT: 020 7534 6229E: lee.besser@dcm.co.ukDCM.CO.UK
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Cinema Helps Your Retail Campaigns Work Harder

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Cinema Helps Your Retail Campaigns Work Harder

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Cinema Helps Your Retail Campaigns Work Harder

  1. 1. FMCGPresented by: Isabel TayeDCM.CO.UK
  2. 2. CINEMA: THE ULTIMATE BRAND EXPERIENCEMESSAGE LONGEVITY - CARRYOVER RATESMEDIA WITH STAYING POWER AND STRONG BRAND MESSAGES TEND TO HAVE HIGHER CARRYOVER RATESCINEMA HAS THE HIGHEST CARRYOVER RATE IN THE UK – CLOSELY FOLLOWED BY TVONLINE HAS THE LOWEST CARRYOVER RATE OF THE MEDIA ABOVE AS IT IS OFTEN USED AS A DIRECTRESPONSE MECHANISM. 80% 71% 72% 70% -U K 58% 60% 60% 51% 50% 46% 40% 30% 20% 10% A R o C e a g y v r t 0% TV Print Outdoor Radio Online CinemaSource: Brand Science 2011
  3. 3. CINEMA: THE ULTIMATE BRAND EXPERIENCEOPTIMISING CINEMA OPTIMISES EVERYTHING ELSEINVESTING BETWEEN 5% - 10% OF BUDGET ON CINEMA HELPS THE MEDIUM PERFORM AT ITS OPTIMUMRATE, WHILST ALSO HAVING A POSITIVE EFFECT ON RETURNS FROM THE REST OF THE CAMPAIGN. £2.00 £1.80 £1.60 £1.40 £1.20 £1.00 £0.80 l eO A -R u n v I £0.60 £0.40 £0.20 £- 0-5% 5 - 10 % 10 + % Cinema RROI £0.87 £1.60 £0.82 Total Comms RROI £1.62 £1.85 £0.60Source: Brand Science 2011
  4. 4. CINEMA: THE ULTIMATE BRAND EXPERIENCEOPTIMISING CINEMA ALONGSIDE OTHER MEDIATV AND OUTDOOR ARE PLANNED TO DELIVER FREQUENCIES THAT ALLOW THEM TO GET CLOSE TO THEIRMAXIMUM 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. average planned frequency optimum frequency Cinema Outdoor TV
  5. 5. 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 day 21.5% = no particular day% reach Source: DCM Live Cinema Admissions Jul 2011 to Feb 2012 Nielsen 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+)
  6. 6. THANK YOUContactIsabel TayeT: 020 7534 6229E: lee.besser@dcm.co.ukDCM.CO.UK

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