London, 19 July 2012: From 28 September, Digital Cinema Media (DCM), the UK market leader in cinema advertising, will be able to offer advertising scheduling by the day instead of by the week.
This is the date when DCM will completely switch its advertising distribution, campaign delivery and scheduling to digital, offering cinema advertisers, who spent £169 million in 2011 (Source: Nielsen NMR), greater flexibility and improved speed of response.
The change-over will see DCM cutting scheduling from by screen by week to by showing. The copy deadline also comes down from the present three weeks to just a single week.
DCM will now be able to start a campaign on any day of the week, handle multiple copy executions, change copy and even rotate copy during a campaign.
These enhanced offers will mean that advertisers can take advantage of lead times being slashed, faster scheduling, more responsive advertising and the development of tactical opportunities.
To do this the cinema industry has invested £200 million in 3000 digital projectors in cinemas across the UK as well as 2000 hours of software development and the installation of 250 satellite dishes.
DCM has also developed its own systems to facilitate fully digital scheduling, delivery and ultimately admissions capture, which also opens up easier and more dynamic connection with other digital channels, such as 4G, NFC and WiFi.
DCM managing director, Simon Rees said: “We’re expecting the adoption of digital technology to trigger a huge period of change and creativity in cinema advertising. The new digital cinema advertising products will give creative advertisers unprecedented levels of speed and choice in how and when they can access and interact with the audience. Cinema remains the most impactful advertising medium offering a famously uninterrupted advertising experience for brands in an increasingly cluttered media world.”
Mindshare regional leader & CEO UK, Jed Glanvill at said: “The attentive power of advertising in the cinema has been around for over 100 years – and it hasn’t changed much. DCM has added the flexibility and speed that the big screen needs to deliver wonderfully powerful advertising experiences for the digital age. It is a good time for advertisers to investigate a redefined classic advertising opportunity.”