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| Author | Zoe Aresti |
Digital Cinema Media (DCM) has announced a new commercial partnership with dynamic mobile display company, Mobsta. The deal seeks to enhance cinema campaigns to include a more dynamic and targeted approach with the use of mobile devices in the space.
DCM and Mobsta will work together to offer enhanced mobile strategy solutions as part of wider campaigns and aim to deliver proven results to clients as part of the agreement.
Established in 2010, Mobsta is a specialist in location and audience targeting and tracks over 500 million devices globally per month to deliver scalable data-fuelled, location-powered advertising work.
Earlier this year, the company worked with DFS to develop its award-winning cinema and mobile campaign (which you can read about here). Awarded ‘Best use of dynamic targeting in cinema’ at the Digital Cinema Media Awards, in association with Campaign magazine, the communications strategy saw the brand harness the power of cinema and fuse it with mobile to target an upmarket cinema audience and extend its traditional ad offering beyond TV.
The launch marked the most advanced use of mobile-synced targeting across cinema yet and the new commercial partnership with DCM will continue this way of working and extend the unique offering to more clients.
Karen Stacey, CEO, Digital Cinema Media said: “At DCM, we are constantly thinking about ways to improve and enhance the cinema-going experience for our audience. By partnering with such a forward-thinking company in Mobsta we are excited about bringing more innovative work to the space.”
She added: “Mobsta recognises the power of the big screen and what cinema can do for brands in terms of business growth. It’s key that the company provides a mobile offering that doesn’t compromise the traditional cinema-going experience for the audience. Instead, it complements the on-screen campaign before and after the main ad, dovetailing perfectly with what we do to maximise results.”
John Scorah, Co-Founder, Mobsta said: "We are absolutely delighted to be entering into this collaboration with DCM who are the most prestigious of destination media owners. They are able to provide us with the scope to fully interrogate their audience data by location using our DMP, resulting in deeper insight and accountability for their advertiser clients. Karen and the team were quick to identify how this type of information can be used to help offer greatest value to brands and categories that could potentially be making more of this fantastic format whilst adding mobile to the media mix"
For learn more about Mobsta, visit the company's website.