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| Author | Mia Blakeney |
Origin, ISBA’s cross-media measurement platform and the Cinema Advertising Association (CAA), representing DCM and Pearl & Dean have announced their commitment to integrate cinema advertising into the Origin platform.
With JICMAIL having already completed a proof of concept test to integrate direct mail data into Origin and news brands also committed to Origin, the CAA’s formal agreement is the natural next step in delivering true cross-media measurement to advertisers.
Cinema provides a valuable audience to advertisers with the hard to reach 16-34 year olds accounting for 45% of all cinema admissions. Along with cinema’s strong slate of family films, it delivers well for the HPCH (Housepersons with children) audience. Over the last 5 years cinema has had sustained admissions growth and industry forecasts suggest admissions will continue to grow at c.5% each year.
It is hoped that cinema data will be available on the Origin platform by the end of 2026.
Commenting on the CAA decision to join Origin, Kathryn Jacob Chair of the CAA said “Cinema can be overlooked on media plans however for a small medium it packs a punch due to its attentive audience and creative delivery. We are thrilled to be working with Origin to provide advertisers with the data that shows including cinema is vital to any effective media plan.”
Tom George, CEO of Origin said “Cinema advertising reaches an important audience for many Origin users. We expect Origin will show how the addition of cinema to media plans delivers important incremental reach to advertisers and our thrilled that the CAA have committed to Origin."