Abstract:

Pearl & Dean face an ongoing challenge to demonstrate the effectiveness of cinema advertising to global brands, who are faced with a myriad of media channels competing for their spend. The cinema advertising industry is data rich, with access to lots of big-data sets, but this data fails to tell the human story of why cinema advertising is so uniquely effective. Building on positive psychology theories and using the latest in-the-moment research techniques to get close to consumers at the point of engagement, this presentation explores our hypothesis that people are more receptive to advertising in the cinema because they are happier than when consuming other media channels. And that’s a powerful message for today’s advertisers who are seeking to engage consumers emotionally with their brand.