Back To The Cinema: Reach Your Audience

A growing audience and many new titles on the bill are bringing a great breath of fresh air to Italian cinema which, like all sectors related to entertainment, has suffered the strong repercussions of the health emergency and distancing.

Film distributors present a long list of new films set to sell out in the coming months. This trend was already seen in September, a month that marked an 85% growth between the first and last week. The evolution was also driven by the 100% opening of the capacity of the rooms, experienced as a return to normality.

The Yahoo network reaches over 2.8 million cinema fans in Italy with over 1.2 million active email accounts registered on dedicated sites. To reach cinephiles and support the growth of the sector, Yahoo has developed a package of ad hoc proposals from native to Xbox from editorial to innovative formats on emerging channels.

In particular, the native offering crosses the boundaries of the Yahoo publisher network by combining broader editorial planning with branded content in premium vertical environments, a strategy that has seen a 35% increase in positive brand associations and a 16% uplift in purchase declarations.

According to a 2020 Yahoo analysis, 4 out of 5 consumers consider native as an editorial content since the tone of voice used in the articles and the look & feel are consistent with the context, guaranteeing that credibility is in line with what the audience is looking for and bringing important brand benefits such as increased time spent, high content value and conversion.

Yahoo's creative offering allows brands to choose the format that is most in line with their awareness, engagement or conversion objectives. It is more evident than ever, however, that adding interactive features has shown a 23% increase in consumer engagement (source DSP - NAR Retail Holiday Creatives Nov-Dec 2019) and in the subsequent possibility to generate actions.

Innovative formats such as AR, VR and Face Filter enrich the creative offer on emerging channels and respond to requests for greater immersion, engagement and new experiences closer to reality requested by the public.

Xbox for movies completes Yahoo's offer to hit the target of film and cinema enthusiasts who, in Italy, are 1.3 million among Xbox users (equal to 74%) and 1.2 million among those who have subscribed to pay TV.