Are all video ad impressions created equal? That’s the question raised by a recent trend report from ScreenMedia Daily — Why Location Is the New Currency of Marketing.
The report primarily deals with digital place-based (DPb) media and location-based mobile (LbM), but it echoes many of the points that cinema advertising networks have been making for years. According to the report, “Americans today are spending more than twice as much time outside the home and workplace than they did just a few decades ago. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers.”
“The most important metric often comes down to the environment — the stronger the location is, the more likely that a specific ad impression has greater value to an advertiser.”
Several industry studies have shown that the movie theater environment heightens the audience’s emotional engagement, leading to significantly higher ad recall, likability and effectiveness in cinema than in other marketing mediums. And, the proximity of movie theaters to retail and restaurant locations (dinner and a movie, anyone?) makes perfect sense for advertisers that are looking to reach people who are already out and about, and in a spending mood.
So when it comes to video ad impressions, we agree that they are definitely NOT all created equal. Just as in real estate, it is all about location, location, location.
You can download a free copy of the trend report from ScreenMedia Daily here.