AV Maximiser - Optimisation Tool Boosting Cinema's Role in the AV Mix

Cinema represents just 0.6% share of media investment in the UK. Which is a problem for Digital Cinema Media (DCM) – the UK’s leading cinema advertising company representing 82% of the market.

So, we developed the 'AV Reach Maximiser' – a groundbreaking optimisation tool that harnesses industry gold-standard data to quantify the reach, cost and attention benefits of including cinema in the AV media mix. Taking just seconds to use, rather than the hours required through the old method, we empowered media planners to gain deeper insights into the benefits of integrating cinema into brand plans, streamlining the planning process for advertisers and agencies. It’s underpinned by RSMB, the latest IPA TouchPoints diary data for reach calculation, Lumen’s industry attention per channel benchmarks and CPT averages from Ebiquity to ensure robustness. The tool has been 9 months in the making, with rigorous and extensive testing to ensure optimal development. And following just four simple steps, the tool instantly generates the optimal budget/ratings allocation to maximise reach within the selected target audience. A multitude of brands are already using the tool and this piece of research is a long-term solution to increasing cinema’s market share.