Cinema gets into the database
The research isn’t likely to be part of currency in deals, but it could affect how much cinema advertising clients buy and its role in meeting aggregate attention goals in their plans, said Joanne Leong, global head of planning for Dentsu.
“With our Attention Economy initiative over the past five years, we’ve been trying to build a database of attention benchmarks, metrics and norms we can both use for planning and activation,” Leong said. “This is really exciting for us, because this is the first time we’ve been able to incorporate cinema as part of that database.”
The addition of ad recall and brand choice data related to attention data is important, too, Leong said, because Dentsu already incorporates those impacts into its planning database for other media.
Mike Rosen, NCM’s chief revenue officer, would be eager to write deals based on attention-adjusted CPMs and believes the industry ultimately will move in that direction. “We think there’s an opportunity to potentially change the currency in the marketplace,” he said. “Some of that’s already taking place in the digital world. So we believe we’re moving in the right direction, but not fast enough.”
Realistically, it’s not easy to get up to avoid the pre-movie commercials. People can look away, and the infrared cameras tracking them for this study showed some did. But people are more likely to be looking at their phones or getting up from their seats at home, even for unskippable CTV commercials, said Manu Singh, senior VP of insights, analytics and sales data strategy at NCM.
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