We have been using cinema advertising in conjunction with television for some time feeling that it was a great TiVo proof medium to reach our target audiences.  Turns out it’s a great strategy.

The Cinema Advertising Council recently unveiled results of a research study conducted on behalf of 82% of U.S. movie screens.  According to the study, the results of a combined television and cinema ad campaign more than doubled the conversion rate as compared to television alone.

Cinema delivers hard-to-reach demos.  Men 13-17 are 124% more likely to go to movies than the average American and men 18-24 are 49% more likely.

While your target audience may not be men 13-17, there is a lesson to be learned here.  If you can communicate in an environment where your target can’t avoid being exposed to your message, you’ll be more effective.

So what does this have to do with you if you do not use television or cinema? There are an increasing number of online opportunities to eliminate your audience’s ability to totally avoid your message.  Your interactive strategy should include using those techniques to break through.