Cinema advertising is about to become faster, more flexible and even more creative than ever before with the advent of DCM’s Digital switchover this autumn, enabling advertisers to book campaigns by the day instead of by the week.
September 28th will mark the biggest change in the medium’s history and unleash a raft of new opportunities meaning that brands can book and schedule media in more tailored plans that are bespoke to their campaign and marketing requirements. The Digital Age has revolutionised the industry, with a new dynamism last seen at the introduction of “talkies” and technicolour. As part of this new era, innovations at DCM mean that advertisers can take advantage of slashed lead times, faster scheduling and more agile speed of response.
DCM has invested in technology that will completely change the way that cinema advertising is booked and scheduled. Instead of block booking media on a weekly basis, it will be possible to book spots by the day, starting at any point during the week and even pinpointing a specific showing at a specific screen if necessary. Copy restrictions will also disappear as deadlines are reduced from three weeks to one and copy changes are made possible with multiple executions or copy rotation.
The advances are made possible by the Cinema industry’s £200 million investment in 3000 digital projectors across the UK, 2000 hours of software and the installation of 250 satellite dishes.
“We’re expecting the adoption of digital technology to trigger a huge period of change and creativity in cinema advertising,” says DCM’s Managing Director Simon Rees. “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 continues: “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.”
To read more on how brands are already using digitally enabled Cinema Advertising to interact with their customers, find out how DCM and Unilever pioneered the world’s first sound-activated cinema advert for Lynx’s new Sportblast 2 in 1 Showergel & Shampoo in the article here.