Optimising Cinema's Role in the AV Mix - Digital Cinema Media and Lumen Research

Agency: Digital Cinema Media and Lumen Research
Client: Digital Cinema Media and Lumen Research

With less than 0.6% share of UK media investment, it’s a perpetual challenge to get brands and media agencies to add cinema into their plans. Plus, with marketers and agencies leveraging an ever-increasing amount of data to improve the relevance of communications, the challenge was to stack up against the growing tide of digital video.

The solution was to harness the power of attention and create the ‘AV Reach Maximiser’ – a groundbreaking optimisation tool developed over 9 months with rigorous and extensive testing to ensure optimal development. This never-before-seen technology tool utilises industry gold-standard data to quantify the reach, cost and attention benefits of including cinema in the AV media mix. What’s more, it takes just ten seconds to use! Rather than the hours required to brief specialists, return a detailed plan and then calculate the total reach this unique development empowers media planners to gain deeper insights into the benefits of integrating cinema into brand plans, streamlining the planning process for advertisers and agencies. It’s an optimiser in the truest sense. It’s underpinned by RSMB, the latest IPA TouchPoints diary data for reach calculation, Lumen’s industry attention per channel benchmarks and CPT averages from Ebiquity to ensure robustness.