Today DCM is digital – with both Sony and Tesco amongst the first to benefit from the faster, more flexible and more creative cinema medium.
The move heralds a bold new era in cinema advertising, with brands already taking up the options of shorter lead-times and greater freedom to choose, change and adapt messaging. Sony Home Entertainment is using the new flexibility to rotate copy for its DVD release of “Breaking Bad Series 4”. Ad spots running over the weekend prior to launch will carry ‘Out Monday’ copy before switching to ‘Out Now’ from Monday.
Tesco is also taking advantage of DCM’s quicker scheduling to run its ‘Quality Apples’ food campaign from today after research demonstrated the success of its previous cinema campaign. Other advertisers are likewise employing DCM’s new ability to start cinema campaigns on any day of the week and shorter copy deadlines, now reduced from three weeks to one, in order to coincide with other media activity.
DCM’s move to Digital operations is to offer greater flexibility and improved speed of response to cinema advertisers who spent £169 million in 2011 (Source: Nielsen NMR).