Not only do advertisers have to be constantly versed in new research to help make sound media judgments, vendors have the same responsibility. This is especially important since there are so many choices for audiences to consume media. In fact, many vendors commission research to accurately depict the media landscape.
The Cinema Advertising Council recently did just that by having the research director for the New York University Stern Center for Measurable Marketing observe the Return on Investment (ROI) of a campaign consisting of theater ads, national broadcast television, cable, local television, and syndication. MediaPost reports that the two most prominent theater advertising networks, Screenvision, and NCM MediaNetworks were both part of the campaign.
The study observed the link between budget spent and incremental sales. This showed cinema ads as having a 37% higher ROI than similar ads on TV. Having this information can help cinema companies better champion the product to advertisers.
While there are a variety of factors that can help increase sales like creative, audience targeting, geographic targeting, day-parting, the base of every campaign is know the target audience. That knowledge comes from research.