Billions of people use social media worldwide, about as many as there are smartphone users. You can see that in our everyday lives. Communication is moving ever further into the digital world, just as our areas of life are gradually shifting more and more into the digital world. As a marketing representative, the obvious question at this point is whether, in times of virtual and augmented reality, the Investing in so-called classic marketing channels Still worthwhile for companies at all. Are the times of Cinema commercials, print ads and billboards Over once and for all? Or do hidden strengths lie dormant here, which, in addition to digital marketing channels, lead to optimal results?
Big screen for big impact — cinema advertising in focus
Focus on the strengths and weaknesses of cinema advertising. Even though the total number of annual cinema visitors has been declining slightly for years, 122.3 million people still visited a cinema in 2017. There, you sit back and relax in the armchair with popcorn and a cold drink and enjoy a carefully selected movie. This conscious decision for the environment alone ensures that the Moviegoers react more openly to advertising. In contrast to streaming services such as Netflix and the like, cinema means being present at the moment. Courtesy prohibits second-screen use. Anyone who makes their way to the cinema despite the large digital selection would like to take time for a film and enjoy it in large format and with impressive sound. As a result, people who watch a commercial in the cinema are usually more open and more willing to deal with ads shown. The above-average technical equipment in movie theaters ensures that commercials get the attention they deserve. However, this effect can wear off if viewers remember the subsequent film more impressively than the upstream commercial. That is why creative and emotional implementation of cinema commercials is particularly important.
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Regional and strong
An often underestimated strength of cinema commercials Is the strong focus on local marketing. The regional distribution of commercials makes it possible to address customers very specifically. In this way, small or even owner-managed companies can present themselves individually in cinema advertising and respond to local conditions and requirements. The insurance agency next door, for example, briefly presents the local team in a very personal commercial, thus creating proximity and identification potential. However, producing commercials for the cinema screen can be quite expensive. That is why it is helpful to focus on digital tools such as a marketing portal or marketing management system to appoint. In these, the entire process, from production to playback and communication with individual movie theaters, can be handled. This reduces sales costs and allows a larger portion of the budget to flow into the commercial.
Generate attention through local actions
Another strength of cinema advertising is the combination of a commercial with a local promotional campaign. In keeping with the movie, you could have branded tissues, snacks or drinks handed out at the cinema. This not only makes the commercial itself memorable, but is also linked to a real experience and a positive emotion — the feeling of receiving something as a gift.
Is Print Dead?
Media representatives and marketing experts have been asking themselves for years whether print is dead. The reach and circulation of once ubiquitous print publications and posters is falling. Digital ads are much cheaper than in print and their success can be measured precisely: cost-per-click models and affiliate links enable billing based on the desired target size. As a result, many advertisers are less interested in advertising in print. Advertising is increasingly based on online rather than print. However, it should not be forgotten that so-called Quality media have a high level of credibility own with their users. They have sometimes been consuming the same print products for years and over time have a high level of trust built into the relevant media brands. Advertising companies can benefit from this trust. While ad blockers sometimes get in the way of displaying digital advertising, print advertising is seen as an integral part of magazines and magazines. This is partly due to the fact that print products have been largely financed by advertising for decades and readers have simply become accustomed to them over time.
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It doesn't always have to blink
Digital forms of advertising offer numerous design options. Animations, videos or interactive elements can be easily integrated into forms of advertising. But even in the print sector, there is the opportunity to stand out from the crowd with creative solutions. Special forms of advertising can be adapted specifically to the advertiser's requirements; product samples on advertisements introduce readers to the company's offers. In addition, the division into departments offers the opportunity to place an ad in exactly the environment in which the brand or the advertised product is optimally displayed.
Advertorials — native advertising in printed form
Take advantage of readers' trust in a media brand — companies can do that with a Advertorial. This text form is an advertisement which, due to its design and content, is more reminiscent of editorial content than of an advertising medium. Optimally, an advertorial provides readers with added value, which goes beyond simply advertising a product or company. This gives readers the feeling that they have been deceived by a hidden display. Advertorials are usually much more expensive than traditional ads, but interaction with readers is greater.
Billboard advertising — advertising that is part of everyday life
Advertising is now part of the cityscape of every German city as a matter of course. Posters, advertising columns, ambient media — all of this is part of Out of Home advertising. But in times when billboards are increasingly being replaced by digital screens and most people barely look away from their smartphones even when going to the train, the question is whether the good old poster can still stand up against its digital competition.
First of all, it should be said that Billboard advertising in a variety of colors and shapes That's where it comes. City-Light posters, advertising towers and large area posters fulfill different advertising goals. However, they are all united by direct contact with a wide range of people. Where others regret wastage, Out of Home advertising has the opposite effect and is available to all sections of the population. That is why Out of Home is particularly worthwhile for companies that meet the needs of a broad target group orientation, for example body care. Out of Home is also an effective way of building an image; after all, poster advertising does not require an editorial environment to gain people's trust. It becomes a part of their living environment. And what environment could be more trusting than that? Poster advertising — an integral part of urban life. The right selection of a location guarantees a rapid increase in reach and thus ensures a high level of advertising pressure. Creative concepts from the past showed that a clever poster campaign can also become viral marketing trends on social networks, where photos of particularly successful end products are increasingly shared. In this way, poster advertising creates a bridge between the digital and analog worlds. If you want to further strengthen this fruitful connection, you can use a marketing portal to bring poster advertising and digital worlds together. Posters can be personalized and individualized in terms of content via a marketing portal. In addition, advertising space can be booked directly in the portal and print data can be transmitted automatically.
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Don't be afraid of ad blockers
While ad blockers are always a headache for marketing representatives in the area of digital advertising formats, billboard advertising is present where people are — without the fear that expensive ads will disappear behind ad blockers.
Don't write off the tried and tested!
In the last instance, the decision for or against an advertising campaign should be tailored precisely to a company and its own target group. While digitization established numerous new advertising opportunities and marketing channels, you should Tried and tested But don't write it off completely. Advertising displayed in analog format also offers numerous opportunities to reach a target group. In addition, established advertising measures offer a creative scope. Anyone who knows how to use them wisely can attract just as much attention with them as with elaborately programmed advertising measures in digital form. In addition, technologies such as marketing or brand portals offer innovative opportunities to combine analog advertising measures with new technology. For example, posters can be personalized in a marketing portal, the print data can be checked for errors using the program and transmitted to a print shop, and poster space in the area can be easily booked via the portal.