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 thatâs a powerful message for todayâs advertisers who are seeking to engage consumers emotionally with their brand.
This could also be of interest:
Videos
Reel happiness
Catalogue: Congress 2015: Revelations
Authors: Graeme Lawrence, Anna Cremin, Kelly McKnight
 
October 1, 2015
Research Papers
The road to happiness
Catalogue: Latin America 2019
Authors: Celia Nishio, Juliana Romano
Company: System1 Research Ltd
April 7, 2019
Research Papers
Real to reel
Catalogue: Global Qualitative 2016: The Business Value of Intelligent Stories
Authors: Graeme Lawrence, Sally Lewis
Company: Join the Dots InSites Consulting
November 16, 2016
![The documents and videos are available for ESOMAR members only!](/static/img/ana_document_bg.png)