Considering advertising at the Cinema? Good idea!

From VHS to DVD and blu-ray to digital streaming on Netflix, all these new technologies haven’t stopped people from visiting the cinema. In fact, 177 million people visited UK cinemas in 2018, an increase of nearly 7 million from 2017. But how can this help brands and businesses?

As marketers, we are constantly trying to find a way to cut through the ‘noise’ and get our message across to our target market. Cinema can provide us with a fantastic opportunity to get across our message to a receptive audience. In fact, cinema ads show the highest engagement score and lowest ad avoidance score – no blockers at the cinema (unless you count sticking your head in the popcorn bucket!).

Emily Moya Addis

 

Picture the scene

Picture the scene…. you are feeling relaxed as you enter the cinema, you settle back in the dark to enjoy the film. The sound is loud, the screen is big. It captures you. Plus, the ads and trailers are right up your street (it’s almost as if the media buyer knew you would be interested in this!). You aren’t using your phone (it’s actually switched off!), you aren’t talking to your mates, you are watching the screen and listening to the audio. Your eyes are glued to the screen and you are taking in and retaining more because you are so focussed.  In fact, you won’t need to watch an ad more than once – you will remember the one that was in your face there and then.

The above is fantastic news for marketers and is why we’ve developed our new media packages which include film production and media planning and buying.

 

Emily Moya Addis

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What cinema does that other media doesn’t.

Whilst digital advertising gives us fantastic targeting capabilities marketers are still left with the hurdles of engagement, ad blockers and ad recall.

With TV and radio advertising, the audience can often be distracted – multi-screening whilst watching the TV, driving whilst listening to the radio and generally not giving their full attention to whatever it is they are watching or listening to.

Cinema gives you a captive audience, the brand image is often boosted by being associated with the movies on the full screen. In addition, cinema advertising can be really targeted – the type of film, the location of the cinema, the ads being positioned close to the point of purchases, are all things that advertisers should consider. Not to mention the fact that on-screen copy can use full sight, sound and movement to increase ad recall.

But how does this relate to a video production company we here you ask?  Well….  We are increasingly seeing our clients consider cinema as a viable option for their ad spend.

We believe that cinema is about to enter another dimension. Reassigning itself as a more than credible place to get your message out to a receptive audience who will remember you. Wouldn’t it be great if your brand or business was on board with that and was one step ahead of everyone else?

Contact us to learn more about our media packages which include video production, media planning and media buying for brands who want to advertise at the cinema.

 

Our EcoPledge – what we are doing to help make a bigger difference to the environment.

When our local chamber of commerce invited members to make an Eco Pledge we put our thinking caps on for ideas as to how we could better improve our environmental impact  

 

Alkaline Batteries and Radio Microphones  

Here at Ark Media, we have film crews out every day capturing footage to help create videos for our clients. A lot of the time we use radio microphones for sound quality which clip on to clothing. As great as the radio microphones are at capturing quality sound over other types of microphones, they require the use of batteries and with a basket in the office slowly starting to fill up with used batteries, we were starting to wonder what we could do with them. With waste management and the environment being so high on the agenda, throwing them away just didn’t seem right.  

 Alkaline batteries, when taken to landfills, release harmful metals into the soil, causing contamination to water and soils. Additionally, incineration of batteries can add to air pollution.   The team knew they didn’t want their batteries to go to landfills and over time had built quite a collection in the office.    

 With our local chamber, Sutton Coldfield Chamber of Commerce, who recently launched their Eco Pledge, this seemed like the perfect opportunity to start recycling our used batteries and give back to the environment.  

Our Eco Pledge  

 Therefore, we decided to pledge that all of our used batteries are recycled.  Making this one small change to our business, to help towards a bigger difference.   

Phil Arkinstall, Managing Director at Ark Media says

We knew this was our opportunity as a team to commit to recycling the batteries from the office and those that we use in the future. Unfortunately rechargeable batteries are not always an option given their durability and the fact that we often film over long periods of time.    Just this small change will help us to make a bigger difference, but also, making this small change has made us more aware of what else we can recycle as a business”.