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Tapping cinema to effectively deliver a brand’s message

26-May-2010
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Tapping cinema to effectively deliver a brand’s message

Cinema is an audio-visual medium where the ad message is delivered in a larger-than-life format and in a clutter-free environment. With a burgeoning multiplex network, this medium can deliver a lot more. Qube Cinema Networks (QCN) recently launched a currency designed to measure the value delivered by cinema in a given brand’s media plan. Arvind Ranganathan, CEO, Real Image, explains how this currency can work out for brands and media planners.

In an email interaction with exchange4media, Ranganathan explained, “The QCN currency focuses on two dimensions: a) Reach – meaning the number of relevant people who are exposed to the spots in the media schedule. Reach is expressed in terms of number of people in lakhs (or the equivalent percentage of the population); b) Frequency – meaning the number of times those reached have ‘opportunities to see’ the spots (or OTS). Frequency is simply the number of times the target group is expected to see the spots during the campaign.”

He further elaborated, “The media planner specifies: (i) the target market for a brand in geographical terms, (ii) the demographic definition of the target group of individuals, and (iii) the duration (in weeks) of the campaign. The currency works by using the data from the QCN research study, focussing on the recent cinema-going behaviour of the specified target group. Using a complex algorithm based on probability models, it estimates the reach and frequency expected among the selected target group for a given cinema schedule for the specified number of weeks. The algorithm is capable of measuring reach and frequency of campaigns that run in all cinemas as well as of those that run in QCN cinemas separately.

No other database in India contains the information required to estimate the reach and frequency of cinema media schedules.”

On how brands can benefit from the new currency, Ranganathan explained, “A key reason for brand managers to have used cinema sporadically in their advertising is that there has not been a scientific measure of the value of the medium in a media plan. Now that this currency has been developed, planning and buying on the medium will be put on a scientific basis, encouraging more brand managers to use the medium in a planned, strategic manner instead of in tactical bursts. One significant result will be using cinema in tandem with TV to maximise what is known in media planning circles as the Media Multiplier Effect. Brands will benefit in two ways: (i) Through the addition of quality OTS in a media plan, and (ii) Through strategic use of the media multiplier effect of cinema and TV acting in tandem.”

Advertisers are beginning to buy cinema like a TV channel and QCN offers a consolidated, easy-to-monitor network. Using digital technology, QCN can control each and every screening of a feature film and likewise, each and every spot in a cinema ad schedule using its patented technology. QCN maintains a log file of each and every spot shown, which is monitored on a day-to-day basis for the advertiser.

Established in the year 1986, Qube Cinema Network has been conceptualised and developed to be an end-to-end solutions provider in the digital out-of-home medium. QCN has the distinct advantage of Real Image’s expertise in the technology arena. It brings to its clients customised and innovative digital OOH advertising solutions. The key people behind QCN include A Senthil (technocrat), Jayendra (ad film maker and creative consultant background, who started his advertising career in 1978), and PC Sreeram (cinematographer). Investors include Intel, Cisco and Nomura of Japan.

Real Image is the leading technology enabler in India in the film, broadcast and audio industries in the areas of production, post-production and delivery. Real Image has revolutionised the Indian entertainment industry by introducing the generic concepts of digital cinema sound and non-linear editing and now, Digital Cinema. Real Image has developed innovative solutions for the worldwide entertainment and media industries and is uniquely positioned to exploit the potential of the robust business models that these solutions support.

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