We live in an extremely fast paced world, and as advertisers, it is vital that we do more than just keep up. We must be innovative and competitive to grab and keep the attention of our audiences. We must eat, sleep, breathe, work, and play like our targets in order to understand what makes them tick. We must constantly push the envelope and break down barriers to reach them.
Every media planner’s dream is to reach the perfect target in an engaging, uninterrupted, unobtrusive environment—all while enforcing positive perspectives and evoking interest in the brand. Until recently, this was an enormous obstacle to tackle. Now, with digital, interactive cinema advertising that allows for the use of actual motion graphics (in spots that last longer than ever before), it’s become easier.
Skeptical? Here are the facts: “Cinema advertising is growing at a rate of 15% annually, with spending totaling $455 million in 2006. Jackmyers.com, an online resource for the media, advertising and entertainment industries, projects a 17.5% growth for the medium this year.”
Okay, so it’s growing, but what makes it so much better than TV or other forms of traditional media?
In the theater you can reach a captivated audience without interrupting their daily lives. The audience is there for one reason and that is to watch what is on the screen. Thus, in an industry that consistently struggles to bring tangible results, cinema advertising may be an answer.
However, this type of advertising carries baggage just as any other.
Simon Needham, co-founder and creative director at Attik, San Francisco, sums it up by saying “It’s like people who come to the theater say, ‘I’m here, entertain me.’ There’s a bigger challenge, and it seems like they expect you to go the extra mile to produce better content.”
In short, theater goers demand more from our creative so if we want to call them to action, we have to deliver more than they’ve ever expected. But isn’t that the fun of advertising anyway?