Cinema beats all benchmarks for ad attention | WARC | The Feed
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Cinema beats all benchmarks for ad attention
The obvious has finally been quantified: ads receive the most attention when shown in darkened rooms, in which everyone present is sat looking forward at huge screens, and loud conversation and device usage remain socially discouraged.
Centre of attention
UK cinema media owner Digital Cinema Media (DCM) partnered with Lumen Research to compare the attention gained by cinema ads with other AV formats.
Participants attending a screening of The Batmanin London were fitted with a pair of ‘video glasses’ on arrival to record everything they were looking at. After the film, respondents returned their glasses and answered a...
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