Proof of Engaged and Activated Eyeballs with Ads in Cinema

Phase I of this study conducted in May 2017 via an online survey of more than 1000 US adults was aimed a facilitating an understanding of the audience mindset as it relates to advertisements amp160It also helped inform the scope of Phase II a biometric study conducted by market leaderamp160MediaScience at a neuroscience lab and movie theater amp160Finally Phase III analyzed specific actions taken to validate the impact of this research in aggregate for advertisersThe Screenvision Media research team proved preshow ads resonate and are memorable in a way that television simply can39t match andamp160they leveraged science to back up the consumer research amp160Sarah Barasch Senior Vice President of Insights and Measurementamp160for Screenvision Media confirmed that they quotresult in greater attention retention impact and conversion than the same ad on television 62 vs 35 respectively amp160Andamp160our followup research shows that ads in cinema prompt audiences to take action and increase brand lift across categoriesquotHighlights from each of the phases followsPhase IThis research validates that there is an allencompassing love for the cinema experience that captivates audiences amp160It also translates into awareness recall and attention to advertisements that is significantly higher than that seen on television amp160The following findings provide a level of depth to the quotCinema is Superiorquot argument that was less concrete in prior studies94 of the respondents multitasked while watching television versus cinema see chart below amp160This is eyeopening when you consider that it only takes a relatively brief amount of time for shortterm memory to retain key information amp160More distractions greatly reduce the odds that ads will be seenMultitasking Activities During the Viewing Experienceamp160TELEVISIONMoviesSurf the Internet674EmailText Message556Engage with Social Media485Change the Channel29NALeave the RoomAuditorium243Consume Unrelated Media21less than 05N 519 eachTV viewers consider commercials to be the worst part of the television viewing experience yet the cinema environment transforms these same ads from quotclutterquot to quotpremiumquot status in viewers mindsMoviegoers are almost 2 timesamp160as likely to share movie vs television experiences amp160With few exceptions eg Game of Thrones or This Is Us the watercooler effect of television seems to have evaporated while 72 of moviegoers talk about their moviegoing experiences with friendsPhase II NeuroscienceThe 2017 Screenvision Media Custom Biometric Study conducted by MediaScience measured actual physical reactions to cinema advertising in a movie theater with a robust sample of 400 individuals using infrared eye tracking and biometric equipment amp160The same commercials were tested in cinema and in a simulated living room in MediaScience39s Chicago lab using identical technology amp160This marked the first time that neuroscience research was conducted at a movie theater and in a reallife scenario amp160Highlights included84 of the time eyes were on screen during the ads vs television where once the commercials began nearly half of the viewers turned their attention elsewhereHeart rates decreased when a cinema ad came on vsamp160the same ad in a television experience amp160That relaxed heart rate reflects greater cognitive attention and a deeper processing of ads amp160Cinema achieves this heart rate 2 timesamp160more effectively than televisionPeople have 18 more emotional responses intensity to a cinema ad vs a television ad which creates a lasting impact amp160This is determined by EDA Electro Dermal Activity that measures the electro chemical skin response to the nervous system39s fightorflight reaction amp160It39s the physical evidence that something has captured a person39s attention and produced an emotional responsePhase III Cinema ResultsScreenvision followed up its study with data that demonstrates realworld sales conversions tied to audiences watching movie ads amp160Here are a few examples taken post exposure1 An auto dealer experienced a 17 walkin lift following exposure on Screenvision Media SVM2 Mobile companies had 43k walkin39s following exposure via SVM3 A national casual dining brand saw a 50 lift in foot traffic following SVM exposureSource Clarion and Sito research studies 2017 and Lieberman 2016quotIt39s great to see Screenvision pioneering new frontiers in audience measurementquot saidamp160Duane Varan PhDamp160and Chief Executive Officer of MediaScience amp160quotThis is an exciting new research arena which is now helping better understand exactly how cinema amplifies your sensesquotClick 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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Proof of Engaged and Activated Eyeballs with Ads in Cinema

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Mary Ellen Holden

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Proof of Engaged and Activated Eyeballs with Ads in Cinema

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Mary Ellen Holden

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