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| Author | Zoe Aresti |
Digital Cinema Media (DCM) has commissioned CARIA, the media and creative campaign service for TV, VOD and Online Video. Adding 80% of the cinema advertising market to this industry-wide AV system will provide DCM’s partner media agencies with a more streamlined campaign management service, ensuring cinema is aligned with other AV media channels.
CARIA, which is owned by IMD Optimad, is used extensively by every major agency, with over 1,000 active buyers at 115 media agencies and over 150+ creative sources.
Since going digital, cinema advertising had already become easier to plan and buy, more flexible and more affordable, with shorter production lead times and improved sound and picture quality.
After a phenomenal year in 2015, with cinema’s role in the media mix cemented as a key part of an AV media plan, commissioning CARIA is the next step in DCM’s journey to improve its service and provide dynamic buying, scheduling and reporting offerings to its agencies.
In 2016, this additional flexibility around how to buy cinema will allow brands to more easily align with the unrivalled film content that will premiere on the big screen.
Davina Barker, Head of Agency Sales, Digital Cinema Media (DCM), said: “Last year, cinema advertising saw its best ever growth year-on-year, with the medium’s role in the media mix going from strength to strength. Cinema plays a vital role on the AV schedule, proving to be impactful and efficient, cutting through the media clutter to help brands grow in value.
“In a world of increasing ad clutter, the media buying process has also become more complex, fragmented and costly and DCM is committed to helping automate this process, by adding value and ensuring transparency in planning, buying and measurement.”
Gemma Major, Trading Manager at GroupM commented: “This is a great fit. It’s a continuation of DCM’s drive to modernise Cinema processes, a reflection of the fact that many buyers work on both TV and Cinema, as well as being a natural evolution for CARIA.”
About CARIA
CARIA® is owned and operated by Optimad Media Systems, part of the IMD Group. It has been licensed since 2003 by all major UK / Ireland TV sales houses and is endorsed by the IPA and IAPI. CARIA is used extensively by every major agency, with over 1,000 active buyers at 115 media agencies and over 150+ creative sources.
Benefits CARIA will bring:
- Agencies looking to book cinema campaigns will be able to process booking requests via access to a standard booking format, eliminating any reliance on email or spreadsheets.
- Shared online access to bookings will make it quicker to set up campaigns and easier to share information between stakeholders, including agencies, sales and operations teams.
- The new service will minimise transmission errors saving time and money for sales houses, agencies and advertisers
- Instant reporting will be also be possible