Until now, advertising at the cinema has been largely focused on traditional pre-show ads. Though the presentation quality and captive audience of the big screen is undeniably special, cinema advertising still only accounts for 0.5% of the total global adspend.
Why is this the case? Well, audiences today know they can skip the ads by arriving later, and even when they are in the auditorium, the ads may not be relevant to their demographic anyway. With little information captured about who goes to the cinema, and practically no opportunities for brands to engage them before or after the film, it is not surprising that advertisers haven't invested more.
Engaging audiences from their sofas to your screens
Now, new technology is opening up opportunities for brands to engage with audiences throughout their entire cinematic experience like never before.
And, of course, these new opportunities have huge potential for exhibitors; as a new source of revenue, and a way to both gain greater customer insight, and develop ongoing relationships with audiences outside the auditorium.
At the 2016 SAWA convention, AAM's Head of Advertising Products, Aidan Sparrowhawk and CEO John Aalbers looked at how these new advertising opportunities can help brands form meaningful relationships with their consumers and create personalised experiences for audiences in the lobby, the auditorium, and beyond.
Their presentation is now available as a free download- get it here to learn all about the new brand touchpoints coming to a cinema near you.