Last Minute Cinema Advertising Deals
Provided by Primesight
Primesight have 125 interactive screens, alongside 962 static 6 sheets and 1960 washroom panels in cinemas throughout the UK.
Tell us about the Opportunity / What is it?
Primesight understands the power of outdoor advertising and the importance of having a range of media types across the country to target a range of demographics. Primesight have 1960 washroom panels across 962 cinemas, alongside 962 static 6 sheets across 305 cinemas, providing wide coverage throughout the UK. We also have 125 interactive screens across 124 cinemas, with features including touch screen, in-built cameras and augmented reality. These interactive screens can be utilised in a manner of ways - such as an interactive game to engage the consumer with the brand.
What is the Marketing Objective?
Primesight's range of offerings in the cinema can be utilised to increase brand awareness and brand recall, reinforce an advert placed on the cinema screen, or capture consumer data. This is especially effective as not only can Primesight's media act as a reinforcement, but it can also target those that may have missed the adverts before the film. In particular, the creative on interactive screens can be adapted to meet the client's objectives; For example, with a game featuring the brand which captures the consumer's email address to send them a prize.
How does it work?
There are two important aspects to cinema - dwell time and consumer mindset. The dwell time in cinemas is high, with consumers spending on average 14 minutes in the foyer before the film and 6 minutes after. This means that the time spent engaging with media is high and Primesight aims to target this - especially with our interactive screens. Furthermore, cinema is unique in terms of audience mindset, as the relaxed environment means that consumers are more receptive and engaged, and again Primesight's interactive screens can exploit this.
Who's used it in the past?
A range of clients across many categories including Coca-Cola, Heineken, Universal Pictures, Vodafone, Lloyds Bank, Unilever, EE, 20th Century Fox, KFC, Warner Brothers, Asda, Halifax, BT, O2, GlaxoSmithKline, Ford and E1 Entertainment, amongst many, many more. Primesight's washroom panels also open the opportunity to advertise in cinema to smaller clients, targeting a specific location for a lower cost.
Features / Benefits
One major feature of cinema is that 59% of the audience are 15-34 and 86% of this group notice foyer posters. Moreover, 64% are ABC1 and cinema goers are above the national average in terms of liking consumer goods, such as fashion, music and beauty, making them even more receptive to cinema advertising. Cinema has a dwell time unrivalled by other OOH media and this combined with a relaxed consumer mindset and touch on Primesight's digtial screens leads to interaction and greater brand recall.