Advertising is what drives commerce, prompting even the widely established companies to think about how better to communicate their new products to the audience. Good advertising is not necessarily expensive — even the simplest media can often have a strong impact. One of such is the poster.
Universal Studios, also known as Universal Pictures, is a film-producing subsidiary of the NBC Universal media group and one of the largest and oldest US film studios. In 2013 and 2015, Universal Pictures promoted numerous feature films through a variety of channels. In order to establish the impact media has on film audiences, the media agency Mindshare compiled a comprehensive econometric modeling.
The goal was to evaluate the influence of different media formats (poster, TV, online, print, infoscreen + public video, radio, ambient) on the number of viewers of the advertised Universal feature films, establish the efficiency of these ad formats and determine the return on investment (ROI).
Advertising posters and billboards were placed on public streets, main passenger stations, motorways, the subway and its vicinity.
The analysis was based on the following modeling approach:
1. Elaborate models for each specific film: verification of the dependency between Google's search index of various UPI films and media use.
2. Visitor count: extended onto all films throughout 2013-2015.
The temporal component of media mix optimization was estimated in the first model and implemented in the second one.
Result and statistics
According to the results, the efficiency of media messages constituted 18%. The research also showed that the poster is not only the most efficient in terms of advertising impact – measuring at Index 143 — but can also boast the highest ROI of 11.20 € among all media formats.
Therefore, the poster is the most efficient advertising format for promoting new feature films.