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| Author | Joby Reeves |
Digital Cinema Media (DCM) and Ebiquity have launched Cinema Measurement: A Best Practice Framework, a new infographic designed to effortlessly help advertisers, agencies and measurement teams accurately assess cinema within marketing mix modelling (MMM) and wider effectiveness analysis.
Typically representing less than 2% of advertiser budgets, cinema sits below the detection threshold of conventional MMM, where limited spend and variation produce weak or unstable estimates. However, this modelling challenge hides cinema’s breadth of rich media data, a blind spot this new guide looks to amend.
In fact, cinema sets the bar for media data, with fully accountable and independently verified admissions available at a spot level, allowing brands to verify exactly how many impressions were delivered for every cinema location and screen. Brands can discover when and where their ads play out, including day of week, time, location, film, and by different creative copy.
Developed with Ebiquity, our new framework recommends a layered approach combining attention-weighted impressions, MMM supported by Bayesian priors, incrementality testing and brand uplift studies. It also advises modelling cinema as a standalone channel, using DCM’s spot-level data, and always considering long-term effects.
For reporting, the guide recommends looking at short- and long-term ROI alongside profit per impression and reach contribution. Where MMM lacks sufficient statistical power, it proposes additional validation through incrementality or brand uplift studies.
“Good measurement helps advertisers make better decisions and this guide demonstrates cinema’s real effectiveness. Cinema’s relatively modest share of budget means it needs to be modelled with care and using the granular spot-data that is available from DCM for all campaigns. We hope this framework gives advertisers and agencies practical guidance to ensure cinema’s full value is recognised in measurement”
Michael Tull, Head of Strategy & Insight, Digital Cinema Media
The infographic provides an immediately applicable checklist covering data collection, model specification, reporting and validation and is available to download [here].