Sahal Valliyot, Deputy Manager for Marketing and PR, Motivate Val Morgan.In today’s advertising landscape, cross-platform video measurement allows tracking of impressions across all screens and devices. As this capability evolves, marketers face an important question: Should all video impressions be weighted equally when evaluating campaign performance?
Imagine video advertising as a piece of music played across different venues. A symphony performed in a grand concert hall creates a fundamentally different experience from the same piece played through smartphone speakers. Similarly, video advertisements create varying levels of impact depending on their presentation environment.
As advertisers distribute their messages across multiple platforms, they must understand how each platform – cinema, television, or social media – contributes uniquely to their campaign’s success.
Power of undivided attention
Consider how you typically engage with videos across different platforms. Social media often involves rapid scrolling, with each video receiving mere seconds of partial attention. Television viewing frequently occurs alongside other activities – cooking, conversations, or checking phones. Cinema, however, creates an environment dedicated to one purpose: focused viewing.
National CineMedia research reveals that 97 per cent of moviegoers watch cinema ads, significantly outperforming other premium video ad platforms (35-38 per cent). When viewers engage with an entire ad without distraction, they’re more likely to absorb the brand message. Nielsen’s research demonstrates that ads viewed to completion drive 20-30 per cent higher purchase intent compared with partially viewed advertisements.
Impact of full-screen viewing
Think about the difference between viewing a painting on your phone versus standing before it in a gallery. This same principle applies to video advertising. Cinema provides 100 per cent screen coverage on an imposing scale, while mobile platforms typically display ads in small windows covering just 27 to 32 per cent of their already limited screens.
Full-screen viewing ensures every detail becomes noticeable and impactful. The immersive viewing experience enhances brand perception and trustworthiness.
The Video Advertising Bureau reports that advertisements in full-screen premium environments drive 44 per cent more sales compared with standard digital display advertising.
Value of premium content association
Consider enjoying a meal at a fine restaurant versus eating the same food from a takeout container. The environment shapes our perception of its value. This principle extends to advertising in cinema versus
other platforms. When we experience movies in theatres, we engage with premium entertainment representing the pinnacle of storytelling and production value.
This creates a ‘halo effect’, where the positive qualities of the entertainment experience enhance the perception of associated advertising.
Research by Channel 4 and Vevo demonstrates that consumers are five times more likely to view advertising within non-premium content as low quality.
Creating lasting memories
Imagine trying to memorise a phone number – comparing a quick glance while distracted versus applying focused attention in a quiet environment. Cinema advertising operates on similar principles of memory formation.
The cinema environment creates what neuroscientists term ‘peak experiences’ – moments our brains are particularly likely to convert into long-term memories, through the combination of focused attention, impressive screen size and professional sound systems.
Cinema creates ‘flashbulb memories’ – vivid, detailed recollections that persist over time. Motivate Val Morgan’s research in partnership with AC Nielsen in the UAE found that, on average, a moviegoer recalls three to four ads from a single cinema exposure. Additionally, Val Morgan research indicates that 10-second cinema advertisements can generate at least 49 days of memory encoding, particularly among audiences aged younger than 40.
Power of emotional engagement
Consider how differently you respond to humour viewed alone versus in a theater filled with laughing people. Cinema creates what psychologists term ‘collective effervescence’ – the shared emotional experience that emerges in group settings.
Recent DCM studies (2023-2024) highlight the importance of this positive mindset: 60 per cent of moviegoers report feeling connected during the cinema experience, and 78 per cent report being in a positive mood while watching films. This emotional engagement enhances advertising receptivity, transforming standard brand messages into memorable experiences.
Understanding the complete picture
Traditional video metrics often fail to encompass cinema advertising’s full value. While cross-platform measurement evolves, understanding these fundamental differences across platforms remains crucial for informed marketing decisions.
Cinema provides an unparalleled combination of focused attention, optimal viewing conditions and emotional engagement that creates distinctively powerful advertising impressions. For brands seeking lasting impact, cinema offers an environment where their messages can truly resonate – much like a masterpiece deserves display in perfect gallery lighting rather than as a small digital image.
By understanding these distinctions, marketers can better orchestrate their video campaigns across platforms, ensuring each element contributes its unique strengths to the overall marketing strategy.
By Sahal Valliyot, Deputy Manager for Marketing and PR, Motivate Val Morgan.
