All Ad Impressions are Not Created Equal

The only impressions that truly count are those that are memorable But to meet this criterion an impression must be seen which means that the target must be paying attention Asamp160Thales S Teixeira Associate Professor of Business Adminstrationamp160Harvard Business School writes quotAttention is the allocation of mental resources visual or cognitive to visible or conceptual objects amp160Before consumers can be affected by advertising messages they need to first be paying attentionquotAt one recent cable television Upfront the president of an ad sales team touted that viewers are less likely to skip ads in programs which engage them Presumably the more engaged they are with the programs the more engaged they will be with your adsIsn39t that the issue That television and digital ads can be skipped amp160In contrast that can39t happen at the moviesamp160At tonight39s Upfront Screenvision Media has no plan to distract its audience They don39t need to as cinema has arrived as an essential part of the media mixamp160 In just a few short years cinema has been validated as an audience replacement vehicle that delivers valuable impressions where they matter most This finding is further substantiated by yearoveryear growth with the Cinema Advertising Council reporting that cinema advertising revenue topped 750 millionamp160for the first time ever in 2016Screenvision Media is very serious about evangelizing the importance of the memorable impressions they deliver amp160quotThe alchemy of media is temperamental and we don39t take it for grantedquot says CEO John Partilla amp160quotWe are working hard to ensure that our advertisers can optimize this valuable impression amp160While audiences are unique we strive to create an environment that allows for maximum absorption of advertiser messaging When done right a movie theater can create an immersive environment that allows audiences to focus on the messages highlighted on the 40foot screen It39s no mysteryamp160no smoke and mirrors here Everyone wins the advertiser and the audience as storytelling is best on the big screenquotScience suggests that when you activate the senses of sight sound and smell within a distraction free environment emotional and physical reactions are triggered amp160The cinema experience activates all threeamp160 Here39s a recipe for how Screenvision Mediaamp160creates that memorable impressionStart with a welcoming distraction free immersive environment that generates unrivaled impact on awareness likability and intentamp160Sprinkle in comfy chairs hot popcorn and ambient lighting for heightened sensesPrep the audience with an entertaining preshow to amplify anticipation and passion for the most premiere premium content to ensure active and eager engagementThere you have a bit of levity but Screenvision Media39s commitment to understanding the factors that influence the creation duration and storage of memories is very serious amp160They have an insatiable need to understand the power of their 59 ad awareness on subsequent consumer behavioramp160and as part of the media mixTo this end Screenvision Media has commissioned a study to further understand and reinforce the notion of a memorable impression as the most impactful impression and how the deep engagement of a cinematic experience can bolster the effectiveness of the frequency of media Screenvision Media already has research which shows that TV plus cinema is 11 3 amp160While the current study is still being fielded the marketplace will provide a more complete understanding of this unique and powerful complementary relationshipquotAn increasing number of advertisers areamp160including cinema in their media plans driving our sectoramp160growth at a timeamp160when other media is strugglingamp160to deliver scale and impactquot says Katy Loria Screenvision Media Chief Revenue Officer amp160quotAdvertisers understand that all impressions are not created equal Andamp160now they know theamp160impact of a memorable impression and that Screenvision Media impressions are longlasting and actionable They target connect influence and ignite audiences in order to best amplify a brand39s messagequotSpeaking of promises I promised not to steal the thunder of tonight39s Upfront presentation including key announcements directed to the advertising community Screenvision Media has learned a lot about how memory is encoded to enhance the most memorable impressions and with the right environment and fewer distractions it is magnifying the opportunity to create impactful lasting impressions on its audience amp160Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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All Ad Impressions are Not Created Equal

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Mary Ellen Holden

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