Digital Cinema Media has unveiled its new “AV Reach Maximiser” tool, to encourage media planners to consider cinema as part of their marketing mix.
Developed in partnership with RSMB, Lumen and IPA, it aims to show how cinema advertising can be integrated into the AV mix and to streamline the planning process for advertisers and agencies.
“The fragmentation of the AV marketplace, particularly for young audiences, has been well documented, and concurrently marketers and agencies are leveraging an ever-increasing amount of data to increase the relevance of their communications,” explained Sophie Gale-Evans, Client Director, DCM.
“Whilst this has added complexity to the planning process, there is also a huge opportunity for brands to ensure their campaigns are reflective of audience behaviour.
It works by users selecting their key demographic, inputing their budget or ratings objective and adding other channels alongside cinema (eg TV, BVOD, Online Video). The tool then generates an optimal budget/ratings allocation to maximise reach within the selected audience.
It also provides 3 KPIs:
- Total Reach % achieved by the optimised allocation
- Incremental Reach % attributed to cinema
- Attentive seconds uplift from cinema
“At DCM, we are committed to advocating for cinema’s inclusion within the AV mix and strive to simplify the process of incorporating cinema into media plans,” stated Karen Stacey, CEO of DCM.
Tom Kislingbury, Vice President Strategy at EssenceMediacomX, added:
”DCM’s new tool presents an alternative perspective on media channel planning. Balancing attention, reach, and frequency is critical, and this tool provides a swift and easy method to navigate those considerations.”
Digital Cinema Media (DCM) is based in London and Manchester and represents almost 3500 screens at more than 500 sites.
