Lakhs of rupees are spent on off-screen advertising displays at multiplexes all over the country. But how effective are these ads, are they seen at all? A research conducted by Jagran Engage, the outdoor media division of Dainik Jagran, in Mumbai that covered well-known multiplexes like Cinemax, Fame, Rave, etc, has revealed some interesting findings.
Indrajit Sen, COO, Jagran Engage, said, “This research was conducted in Mumbai, but it will be relevant for all metro cities like Delhi, Bangalore, etc. The audience remains the same at all the metros. We did this research in order to find how clients reacted to advertising at multiplexes.”
“The clients for whom we are doing multiplex advertising include Goldiam, Kiah Jewellers, Sia Jewellers, Avalon Training Academy, Swatch Group, Titan, UTI, and SBI Cards, among others in Mumbai,” Sen added.
The findings are startling as much as they are reassuring for advertisers at multiplexes. Over 500 interviews were conducted in two multiplexes, which involved respondents in the age group of 20-40 years). Ninety per cent of them were between 20 years and 35 years.
Sixty-seven per cent of the respondents registered off-screen ads at the multiplexes, while 70 per cent recalled the static ads, that is, standees, posters and other displays at entrances and the main foyer as well as in the cloakrooms and toilets. Recall for promos were about 50 per cent, mostly amongst females, who vividly recalled and participated in jewellery and personal care brand promotions at the centres.
An interesting finding was that less than 15 per cent recalled or noticed the ‘onscreen’ ads, which included slides and other ads that were shown before the movie and during intermission.
Also, more ads were noticed at Andheri compared to Kandivli.
The study concluded that overall advertising in multiplex entrance / foyer / facilities were very effective; on-screen ads took a beating because the audience was more interested in an overall experience rather than only watching the screen.