Challenges and opportunities for cinema advertising

Objectives

  • Examine the outlook for cinema advertising in the context of the wider advertising market
  • Identify new opportunities for the cinema medium
  • Understand the performance of the [client] offer against agency/client needs and expectations

Sample

  • Media planners and buyers
  • Cinema advertising clients

Location

UK

Method

  • Individual depth interviews with online pre-screening survey
  • Face to face filmed interviews for highlights tape
  • Online B2B survey

Outcome

Research uncovered insights around the strength of the medium and media owner team, the need to innovate and collaborate, the need for data and ROI, the need for clear and simple communication and to engage customers more into the medium

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