30sec versus 60sec cinema ads

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30sec versus 60sec cinema ads

• Pearl Dean
• November 2007

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contents

• background
• methodology and sample
• the context
• the four elements of great cinema ads
• 30sec versus 60sec cinema ads?

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background

• there already exists a substantial body of
  knowledge on this subject relating to TV
• this research provides an extra layer of insight
  for 60second versus 30second
• Its cinema specific
• It uses a new and unusual methodology
• And the findings are bang up to date

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methodology

• conducted by WORK research
• 2 x 90minute online discussion groups with 8 - 9
  respondents in each group
• respondents recruited from the Movietalk database
  (after volunteering to take part in this
  research via the Pearl and Dean consumer website
  and Facebook)

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who we spoke to
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what we did

• identified the key components of a successful
  cinema ad
• played 6 ads a mix of non-competing ads from
  different categories
• Lipton Iced tea (30sec), Indesit (30sec), Subway
  (30sec),
• Investec (60sec), Coca Cola (60sec), Sony Bravia
  (60sec)
• single play, imagine cinema environment, rotated
  for both groups
• discussed reactions - specifically impact,
  messaging, enjoyment and recall
• involvement ratings 1 is not very involved and
  10 is very involved

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the context

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the cinema environment

• ...its a special treat you feel like a kid
  again
• from buying tickets and snacks in the foyer, to
  entering the darkened auditorium and finding
  seats, to watching the ads and the trailers
  (sometimes theyre the best bit) and hearing
  the crackle of the film as the movie begins...
• a heightened sense of excitement and anticipation
• cinema goers are more receptive and focused than
  your average audience, with some high
  expectations of advertising...
• a heightened media context

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• It all comes down to the cinema experience and
  tuning into us, the viewer... the ads should take
  advantage of the big screen and great sound and
  the fact that were all in a film-watching mood
• (M, 30-34, 0 kids, SW)

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the cinema advertising context

• cinema ads are seen as the most creative,
  entertaining and innovate ads of all
• theyre better its like the best of the
  best TV ads but even better
• much more memorable
• more entertaining than the dross that gets on
  the TV
• they try to impress more
• seem to have less stringent constraints on time
  and content
• there is also the expectation of better content

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the four elements of cinema ads
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Visuals
Sound

• Using the big screen
• Amazing graphics
• Impressive sequences

• Taking advantage of the surround sound
• High quality
• Catchy soundtrack

Length
Pizzazz

• Something special - differentiating from TV ads
  or simply longer this is brilliant cos its a
  longer version

• All the best ads are the longer ads

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1. visuals

• consumers notice when cinema ads make real use of
  the big screen with impressive graphics,
  panoramic landscapes and unusual visual displays
• Sony Bravia Balls and Paint
• I first saw this at the cinema and it had a big
  impact on me, when the screen is big you can see
  it all in so much more detail
• Coca Cola Vending Machine Factory
• its really cinematic and creative, it looks
  great on the big screen
• note there is greater appreciation and attention
  to visual detail during a longer ad
• its better if its extended, it allows you to
  see more special effects

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2. sound

• the surround sound and booming bass are key parts
  of the cinema experience and the best ads use
  these to the max
• taking advantage of the surround sound is a
  must
• a great soundtrack is a bonus to any ad but when
  you hear it in the cinema it sounds so much more
  exciting
• part of feeling immersed and absorbed in a really
  great ad can be largely down to the use of sound
• Investec Ordinary - I love the sound to this,
  I bet its amazing in the cinema. It would really
  envelope you, like you were really there

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3. pizzazz

• unsurprisingly, the expense of a cinema visit
  creates high expectations for the experience
  including the ads. Its essential that they tap
  into the mood and mindset of cinema goers
• cinema ads should be special and different - a
  touch different to the TV versions ideally
• Honda cog that was an innovative cinema ad
  totally different and they ended up showing it on
  TV too, but that was a shorter version
• Coca Cola - Cokes already a household name but
  this just has something magical and special about
  it its a proper cinema ad
• they should be moralistic, laughter inducing or
  educational
• they should make me smile or make me think
  twice

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4. length

• cinema ads are meant to be longer like mini
  films
• reactions to the 60sec ads were consistently more
  positive than to the 30sec ads
• I liked it most ,mainly because its longer than
  the other ads weve seen so far
• the 60s ads were more engaging from beginning to
  end
• a better sense of story - the longer ones seem
  to build more of a climax you dont get that
  with the shorter ones
• the story line was better understood and
  remembered more accurately for the 60sec ads,
  indicating higher levels of engagement
• consumers took a more complex level of messaging
  from the 60sec ads than from the 30sec ads
• the 60sec ads had greater levels of claimed
  talkability
• the 60sec ads had a more positive effect on
  perceptions of brand image and potential
  consideration than the 30sec ads that we showed

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30sec versus 60sec cinema ads?
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30seconds

• less engaging - harder to pick up a story or a
  meaningful message - consumers tend to simply
  recall verbatim endlines
• Lipton - Its saying Iced Tea is healthy
• less likely to tap into the cinema experience -
  feel less indulgent, less special, less
  appropriate
• Lipton - underwhelming, it was a bit too much
  like a TV ad
• Subway very much a television style ad with
  all that rushed narrative
• less time to form a relationship with the ad and
  the brand
• Indesit - I was waiting for something to happen,
  it didnt really grip me at any point
• as a result, they can be less memorable and
  consumers are left with minimal takeout,
• Indesit - You kind of lose what its
  advertising
• Subway Im not sure Id remember it was for a
  sandwich

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30seconds

• 30secs deliver a singular takeout and a lower
  involvement score

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60seconds

• 60secs deliver a brand experience, a story,
  multiple takeout, clear messaging and high
  involvement scores

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60seconds - effect on brand

• with a 60sec ad the effect on brand is more
  dramatic and positive
• Subway (30 sec) - well its a sandwich brand but
  I already knew that
• Coke (60 sec) -I thought Pepsi was a nicer brand
  but Coke seems cutesy now
• and therefore consideration is improved
• Bravia I think I would look further into Sony
  on the strength of their colour claims and the
  fact they did such a long, elaborate and
  impressive ad to prove them
• and because 60secs are more memorable and
  impactful, talkability and follow up are more
  likely too
• Bravia I would definitely talk to my mates
  about that
• Investec I called my wife over to watch it
  it was awesome
• Bravia - I went to the Sony website to look that
  ad up after seeing it in the cinema first time
  round

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so, what would you do a 30 or 60 sec cinema ad?
I would go for 60 seconds, make it dramatic,
look expensive to make, different, lively, cool
sound track and something innovative. (M, 30-34,
0 kids, SW)
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I think a longer ad shows youve put more time
and effort in it also shows you have more money
as you can afford to show adverts for longer
(M, 15-19, 1kid, S)
I would choose to advertise with a longer ad, it
shows you care about what youre advertising
(F, 30-34, 1kid, NW)
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It depends on the task - with the longer ones
you try and tell a story, with the shorter ones
you just sell a name (F,30-34, 1kid, Yorks)
I think if you want to advertise in the cinema
you want to appeal to cinema going audiences and
therefore make the ad suitable - you have more
attention from the audience than you would on TV
so you should do a longer ad (F, 45-54, 0 kids,
London)
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I would choose a longer ad because itd give the
audience more time to understand the product
the extra cost would be nothing compared to the
extra interest (M, 15-19, 0 kids, WalesWest)
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the end