BLACK BOX

In the years of research we’ve conducted, patterns also emerge, and we can confidently say that there are a few things advertisers should definitely keep in mid when advertising in cinema.

Ad length

Longer ads gain more attention and also score better in terms of recall. We’ve seen this many times before and get confirmation every time we test a new long format. If you have multiple versions of an ad, we’ll always recommend to screen the longest version. This is the power of Attention, a cinema audience is highly engaged with your content, and will see far more of it than on any other platform in an effective way.

Storytelling

Spots which tell a story always perform better in terms of recall and likability, because our audience is engaged with your ad, they can’t skip it or even look away from it, your ad has the time and the opportunity to tell its story.

Humour

Humour in advertising always works, this has been case for many decades and will remain true. You will get higher scores in almost any category we measure.

Sound

Cinema is one of the few media in which there’s no escape from sound. You can’t mute it and it’s always (not too) loud. This is why storytelling works so well and even in those rare occasions when people are not looking at the screen, you’ll still connect with the audience with sound.

Context

The short answer is context. Deliver an ad which fits the medium. Cinemagoers come for a story, are invested to sit through a long experience with the best picture and sounds. They’re laid back and receptive. Maximize the potential and mirror your ad to the environment and expectations from our audience.