Cinema Media Network? It looks beautiful and the effect remains to be verified.

Bus advertising, elevator video advertising, bus shelter advertising, commercial square light box advertising, outdoor media in people's lives are becoming more and more pervasive. However, in this age of information explosion, can consumers really remember the brands they encounter head-on in posters and videos? Do they really pay for these brands?

At this year's ChinaJoy, Jiuyou brought the outdoor media form called Cinema Media Network by their partner Bojie Media to the scene. Three vertical digital poster screens originally set up in the cinema appeared on the exhibition stand of the game "Legend of God" and served as an important medium for Jiuyou to play the game propaganda film. It is precisely because not all outdoor media has value that the emerging cinema media network gets more than anticipation, curiosity and a series of questions. What kind of consumers are in the cinema? Can they remember all the ads? Are they willing to spend money?

Know the audience

How often do you go to a movie? According to the survey report, the proportion of viewers in Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu and Wuhan who watch at least one movie per month reaches 47.5%. Movies have become an important part of the entertainment activities of urban consumers. This is also confirmed by a series of amazing data such as the 2009 national urban film box office of more than 6.2 billion yuan, an increase of 42.96% year-on-year, and the annual number of urban film viewers reaching 258 million.

So what kind of audience is this huge audience? They are mainly concentrated in 18~35 years old; their education level is generally higher, the group culture consumption consciousness is stronger, and they generally have higher monthly income and monthly consumption level; they are more easily affected by fashionable leisure entertainment concepts; more importantly, they generally have strong brand awareness and subjective communication, and their consumption activity is quite high. This undoubtedly makes them the group most likely to be influenced by cinema advertising and most valuable to advertising. Moviegoers who watch movies more often tend to have higher approval of advertisements in the film media and are more likely to buy goods promoted in the film media advertisements.

Cinema, a premium venue for intimate media exposure

People have social needs, and cinema has become one of the important social places in people's lives, and has been endowed with more connotations than simple viewing. People always like to go to the cinema in groups, or to get together with friends or classmates, or to date couples or lovers, or to have weekend fun for a family of three. The relaxed and pleasant cinema environment and the leisure mentality of the audience bring about that most audiences can accept advertisements in cinema media happily or calmly, instead of expressing helplessness and disgust like advertisements on traditional media.

Meanwhile, moviegoers arrive an average of 42.1 minutes early, buy tickets and snacks, chat with friends, watch trailers, hang out in theaters, spend more than 33.4 minutes in stores, and arrive 10 to 15 minutes before the screening, according to the survey. And Bojie media cinema network commercial advertising, only 6 throughout the day. At an average of 15 seconds per commercial, a commercial can run at least 180 times a day, looping every four minutes. Advertising competition is less, the frequency is higher, and the audience's stay time is the longest in almost all similar outdoor media. These three advantages should be the biggest reason for Bojie Media to invest in this media.

The survey results show that more than 70% of the audience's cinema media contact time exceeds 5 minutes, of which 35.7% of the audience's media contact time exceeds 10 minutes, and 41.2% of the audience's contact time is within 5-10 minutes. Long-term media exposure undoubtedly deepens moviegoers 'memories of brands presented in media, especially for heavy theater consumers who watch movies more than twice a month on average. A survey of the effect of advertising on a certain automobile brand on the cinema media network for one week shows that the audience's recall and brand recall of the automobile advertisement are as high as 98% and 95% respectively, and the product recall and product performance understanding also reach 83% and 71%.

Cinema, media network, everything looks beautiful.

After sorting out the media audience and media places, we still turn our attention to the cinema media network itself to verify the influence and effectiveness of this media on the audience.

Bojie Media's cinema media network is a powerful media platform built with cinema digital posters as its core product, aiming to cover cinemas all over the country. Its core product cinema digital posters replace traditional paper posters by combining brand commercial advertisements with movie preview posters, and display advertisements in the form of flash and video.

Because the advertising images presented on the posters are clear and delicate, the colors are restored to reality, and the visual impact is strong, at the same time, the audience can effectively avoid external interference when watching advertisements in the cinema, and the advertising information is directly and compulsorily transmitted to the audience, so that the audience's recognition and impression memory of advertisements are also high. The media arrival rate can reach 96.8%, while the interference rate is only 5.1%.

In order to effectively ensure that the audience can view all commercial advertisements broadcast on the digital posters, Bojie Media sets the broadcast content to be alternately broadcast in the form of movie posters and commercial advertisements, and sets the content on the digital posters to a broadcast cycle of 4 minutes according to the average media contact time of the audience, so as to reduce the rejection of commercial advertisements by the audience and enhance the viewing interest of the audience in the content of digital posters.

In the special survey, 83% of respondents think that the alternate broadcast of movie posters and commercial advertisements makes them more receptive and willing to watch commercial advertisements;79% of respondents say that digital posters attract them to pay attention to the products or services introduced in advertisements when selecting products or services in the future;77% of respondents think that digital posters make them pay more attention to brands in advertisements; 74% of respondents said that digital posters made them feel that the brands advertised were upscale.

At present, Bojie Media's cinema media network has entered 16 core cities such as Beijing, Shanghai, Guangzhou and Shenzhen. By selecting more than 100 high-quality cinemas with leading box office in these cities, the cinema media network can cover more than 70% of the national box office and more than 73% of the national audience, and achieve comprehensive coverage of up to 120 million high-end movie viewers.

Whether it is the data of authoritative research institutions or the strong coverage and audience influence formed by cinema media network, this emerging media channel cannot be underestimated in the outdoor media camp and has begun to gain the favor of more and more advertisers. However, the market always uses commercial value as a standard to judge the quality of a media-how much the audience remembers and recognizes the brand on the digital poster and how much it will be converted into actual purchase remains to be verified over time.