Video advertising: whisper, crescendos and a symphony

In today's advertising landscape, cross -platform video measurement enables the persecution of impressions on all screens and devices. While this ability develops, marketers face an important question: Should all video impressions be weighted immediately when evaluating the campaign performance?

Imagine video advertising as a piece of music that is played in different locations. A symphony in a large concert hall creates a fundamentally different experience than the same piece that smartphone speakers played. Similarly, video ads create different effects depending on the presentation environment.

Since advertisers distribute their messages over several platforms, they must understand how every platform – cinema, television or social media – clearly contributes to the success of their campaign.

Power of undivided attention

Think about how you usually deal with videos on different platforms. Social media often includes a quick scrolling, with each video only partially getting attention. Television often occurs alongside other activities – cooking, conversations or reviewing phones. However, the cinema creates an environment that is dedicated to a purpose: focused display.

National Cinemedia Research shows that 97 percent of kine hearers see cinema dices and exceed other premium video ads platforms (35-38 percent). If the spectators deal with a whole advertisement without distraction, they rather take up the brand message. The research of Nielsen shows that advertisements that have been regarded to the completion promote 20 to 30 percent higher compared to partially respected advertisements.

Effects of the full screen view

Think about the difference between looking at a painting on your phone and standing in front of it in a gallery. The same principle applies to video advertising. The Cinema offers a 100 percent screen cover on an imposing scale, while mobile platforms usually display ads in small windows that cover only 27 to 32 percent of their already limited screens.

The observation of the full screen ensures that every detail becomes noticeable and effective. The immersive experience of the tour improves brand perception and trustworthiness.

The video advertising Bureau reports that advertisements in full image premium environments drive more sales of 44 percent compared to digital display.

Value of the Premium Content Association

Consider enjoy a meal in a fine restaurant compared to the same foods from a takeout. The environment shapes our perception of its value. This principle extends to advertising in the cinema compared to cinema
Other platforms. When we experience films in the cinemas, we deal with Premium Entertainment, which is the climax of storytelling and production value.

This creates a “Halo effect” in which the positive characteristics of entertainment experience improve the perception of the associated advertising.

The research of Channel 4 and Vevo shows that consumers consider advertising five times more often within non-premium content as low quality.

Creating permanent memories

Imagine trying to remember a phone number – comparing a short look while you are distracted and when you apply focused attention in a quiet environment. Cinema advertising works according to similar principles of memory formation.

The cinema environment creates what neuroscientists call “top experiences” moments in which our brain is converted into long-term memories by combining focused attention, impressive screen size and professional sound systems.

The cinema creates “Flashbulb memories” – lively, detailed memories that stop over time. Motorate Val Morgan Research In cooperation with AC Nielsen in the VAE, showed that a cinema -goer is reminiscent of an average of three to four ads from a single cinema exposure. In addition, VAL Morgan research shows that 10-second cinema advertising can produce at least 49 days of storage coding, especially among the audience at the age of 40.

Power of emotional engagement

Think about how different you react to humor, which is viewed in a theater with laughing people alone. The cinema creates what psychologists call “collective excitement” – the common emotional experience that arises in group environments.

The latest DCM studies (2023-2024) underline the importance of this positive way of thinking: 60 percent of the cinema-goers state that they feel connected during the cinema experience, and 78 percent report that they are positive in a positive mood when watching films. This emotional commitment improves the reception of advertising and transforms standard marking messages into unforgettable experiences.

Understand the full picture

Conventional video metrics often do not include the full value of Cinema Advertising. While the cross -platform measurement develops, the understanding of these fundamental differences between platforms for well -founded marketing decisions remains crucial.

The Cinema offers an unprecedented combination of focused attention, optimal viewing conditions and emotional engagement, which creates significantly powerful advertising impressions. For brands who are looking for effects, Cinema offers an environment in which their news can really find their news – similar to a masterpiece display in a perfect gallery and not deserved as a small digital image.

By understanding these distinctions, marketers can better orchest their video campaigns across platforms and ensure that each element contributes to its unique strengths for the entire marketing strategy.

From Sahal ValliyotDeputy Manager for Marketing and PR, Motorate Val Morgan.