                           |
|
Alex Daniel, 16th May 2006. This article discusses the advantages of using your cinema web site as an additional revenue stream through advertising and marketing partnerships. Untapped Potential With the exception of large cinema chains, Australia's cinemas are generally well behind that of other countries in their uptake of web site and other Internet technologies. Many independent cinemas have rudimentary web sites that are often many years old and riddled with out-of-date information. Those cinemas who have made the leap into a better web site experience (including but not limited to those cinemas using Kinesis Interactive Design's exclusive KICS web site system) are in a great position to turn their web site into an additional revenue stream. Banner Advertising The most common form of online advertising is the banner advertisement. Banners are typically presented in the header or other site-wide location and consist of still images, simple animation, or Adobe Flash for rich animation and sound. In the past, banners were seen as nothing more than a distraction to most Internet users. This was due to years of banner advertising with little or no relevance to the web site content or customer interest. The past 24 months has seen an amazing upturn in customer attention thanks to the increasing availability of broadband Internet access. Broadband Internet access allows for more engaging banner advertisements to be delivered to end users, as well as fantastic display speeds. When designed correctly, cinema web sites have a unique advantage over other web sites. Screen advertising is widely accepted among cinema patrons and has become part of the movie experience. Extending advertising from your screen to your web site is a simple step that can maximise your advertising revenue. Regular visitors to your web site are the same people your screen advertising clients are trying to reach. Why not ask your current screen advertisers to pay a little extra to compliment their campaign with web site banner advertising? Average rates for banner advertisements on entertainment web sites are around the $25 per 1,000 exposures. Depending on the popularity of your web site, you can generate some real money by selling a banner advertising campaign to your existing advertisers. With a KICS web site solution your banners are created for you at no extra charge. Our powerful banner advertising system allows you to easily place banners throughout your web site and track their usage on a per exposure and per click basis. Email Sponsorship Once you have built a strong customer subscriber base for your regular email newsletter you can begin to earn revenue by providing email sponsorship opportunities. Following on with the same concepts as banner advertising, your current screen advertisers would benefit from extending their advertising campaigns to your email newsletter. Email sponsorship can take many forms:
Email sponsorship is a valuable resource and should be priced accordingly. Average rates for email sponsorship ranges from $20 per 1,000 emails for text advertisements to $60 per 1,000 emails for banner or subject advertisements. Local Business Partners Independent cinemas often play an important role in bringing customers to the local shopping district. A combination of banner advertising and email sponsorship can help local businesses sell their products and services to your customers. Local restaurants and entertainment venues are a great place to start - dinner and a movie is a timeless formula for a good night out! To find out more about how to maximise your web site's advertising potential, send us an email, or give us a call.
|
 |
