Strenghts and weaknesses of cinema advertising, print advertisements and posters - is it still needed nowadays?

Billions of people worldwide use social media, about as many as smartphone users. You can see that in our everyday life. Communication is moving ever further into the digital, just as our areas of life gradually shift more and more into the digital world. As a marketing officer, the question is at this point whether in times of virtual and augmented reality, the investment in so-called classic marketing channels for companies is still worthwhile. Are the days of cinema advertising, print ads and billboard advertising over once and for all? Or are hidden hidden strengths that lead to an optimal result in addition to digital marketing channels?

Large screen for big impact - cinema advertising in focus

Even though the total number of annual cinemagoers has been declining slightly for years, in 2017, 122.3 million people still visited a cinema. There you relax with popcorn and a cold drink in the armchair and enjoy a carefully selected film. Already this deliberate decision for the environment ensures that the cinema visitors react more openly to advertising. Cinema, in contrast to streaming services like Netflix and Co, means being present at the moment. The courtesy forbids a second-screen use. Those who, despite the large digital selection, are on the way to the cinema, would like to take their time for a film and enjoy it in a large format and with an impressive sound. Thus, people who see a commercial in the cinema, are usually more open and bring more willingness to deal with ads shown. The above-average technical equipment in cinemas ensures that commercials get the attention they deserve. However, this effect can wear off if the subsequent film the viewer more impressively in memory, as the upstream commercial. That is why a creative and emotional realization of cinema advertisements is particularly important.


Regional and strong

An often underestimated strength of cinema advertising is the strong focus on local marketing. The regional distribution of spots makes it possible to address customers very specifically. Thus, small or even owner-managed companies can present themselves in cinema advertising individually and respond to local conditions and requirements. For example, the next-door insurance agency briefly introduces the local team to a very personal spot, creating proximity and identification potential. However, the production of spots for the movie screen can be quite costly. Therefore, it is helpful to rely on digital tools such as a marketing portal or marketing management system for implementation. In these, the entire process can be handled from the production to the playout and the communication with individual cinemas. This reduces the distribution costs and allows the budget to flow into the spot to a greater extent.

Generate attention through local actions

Another strength of cinema advertising is the combination of a spot with a promotion campaign on site. In keeping with the film, you could distribute branded handkerchiefs, snacks or drinks in the cinema. So not only the spot itself remains in the memory, but is linked to a real experience and a positive emotion - the feeling of being given something.

Is Print Dead?

Whether print is dead, the media representatives and marketing experts ask for years. The reach and circulation of once ubiquitous print publications are falling. Advertisements in digital are much cheaper than in print and their successes can be measured precisely: cost-per-click models and affiliate links allow billing based on the desired target size. This reduces the interest of many advertisers to print advertising. Advertising is increasingly turning to online instead of print. However, it should not be forgotten that especially so-called quality media have a high credibility with their users. These consumers have been consuming the same print products for years and over the years have built up a high level of trust in the relevant media brands. This trust can benefit advertising companies. While AdBlocker is partially in the way of digital ad serving, print advertising is seen as an integral part of magazines and magazines. One of the reasons for this is that print products have been largely ad-financed for decades and readers have become accustomed to it over time.


It does not always flash

Digital forms of advertising offer numerous design options. Animations, videos or interactive elements can easily be integrated into advertising formats. But also in the print sector, there is the opportunity to stand out from the crowd with creative solutions. Special forms of advertising can be customized to meet the advertiser's needs, and product samples on ads make readers aware of the company's offerings. In addition, division into departments offers the possibility to place an ad exactly in the environment in which the brand or the advertised product comes into its own.

Advertorials - native advertising in print

Using the trust of the readers in a media brand - that can companies with an advertorial. This text form is an advertisement which, through its presentation and content, is more reminiscent of an editorial content than an advertising medium. Optimally, an advertorial conveys to the reader an added value that goes beyond the mere application of a product or company. Thus one acts the feeling with the readership to have been duped by a hidden advertisement. Advertorials are usually a lot more expensive than traditional ads, but the interaction with the readers is greater.

Billboard advertising - Advertising that is part of everyday life

Advertising is now part of the cityscape in every German city. Posters, advertising columns, ambient media - all that is part of Out of Home advertising. But in times when poster spaces are increasingly being replaced by digital screens and most people hardly turn their gaze from their smartphones when they walk to the train, the question is whether the good old poster can still stand up to its digital competition.

First of all, billboard advertising comes in a variety of colors and shapes. City-light posters, advertising towers and large-format posters meet different advertising goals. But they are all in direct contact with a multitude of people. Where other litter losses are regrettable, Out of Home advertising has the opposite effect and is accessible to all parts of the population. This is why Out of Home is especially worthwhile for companies that are geared to the needs of a broad target group, such as personal care. Out of Home is also an effective way to build an image, because billboard advertising does not need an editorial environment to win people's trust. It becomes part of their lifeworld. And which environment could be more trusting than that? Billboard advertising - an integral part of urban life. The right selection of a location guarantees a fast range structure and thus ensures a high advertising pressure. Creative concepts of the past have shown that a smart poster campaign can also become viral marketing trends in social networks, where photos of particularly successful end products are increasingly shared. Poster advertising creates the bridge between the digital and the analog world. If you want to further strengthen this fruitful connection, you can use a marketing portal to bring together billboard advertising and digital worlds. Via a marketing portal, posters can be personalized and personalized in terms of content. In addition, advertising space can be booked directly in the portal and print data can be transmitted automatically.


Do not be afraid of adblockers

While AdBlockers are a constant source of headaches in the area of ​​digital advertising formats, billboard advertising is present wherever people find themselves - without the fear that expensive ads will disappear behind AdBlocker.

Do not write off the tried and tested!

In the final instance, the decision for or against an advertising measure should be precisely tailored to a company and its own target group. While digitization has established numerous new advertising opportunities and marketing channels, it is not wise to completely copy the tried and tested. Analog advertising also offers numerous possibilities to reach a target group. In addition, established advertising offers a creative scope. If you know how to use it wisely, you can attract just as much attention with it as with elaborately programmed advertising in digital form. In addition, technologies such as marketing or brand portals provide innovative ways to bring analog advertising to new technology. For example, posters can be personalized in a marketing portal, the print data can be checked for errors using the program and sent to a print shop, and billboards can be easily booked via the portal in the surrounding.

Yannik Bockius

Chief Executive Officer

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