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| Author | Zoe Aresti |
Digital Cinema Media (DCM) is excited to be shortlisted for the 2016 Media Research Awards, in the ‘Best Use of Data Sets’ category for its proximity planning tool, Cinemapper.
Hosted by Mediatel, the Media Research Awards celebrate those organisations and individuals that are driving innovation and development in UK media research. The 'Best Use of Data Sets' award is dedicated to the best use of a combination of data sets to meet a business challenge. This can cover ‘Big data’, server data, user databases, client databases, return path data or sales data, fusions between them or hybrid approaches. The data could be used exclusively to deliver insight or integrated with survey research. The emphasis should be on the methods used to bring the sources together to produce insights and on the value delivered as a result.
A proprietary proximity planning tool, Cinemapper gives brands the ability to run national campaigns with a local spin all across the UK. The tool hosts details on thousands of retail locations, to better understand a clients business, and also holds demographic data, so brands can locate their ideal customers, target them more accurately and cut out wastage. Cinemapper has also boosted the efficiency of end frames – a localised messaging service unique to cinema which means, in a single creative execution, brands can talk directly to audiences in the environment they are most comfortable – where they live.
Winners of the awards are set to be announced during at a ceremony on 11 February at London's Banking Hall.
As chair of the judges, Research the Media's Richard Marks, comments: "The judges spontaneously commented before the meeting even officially began about the particularly high quality of the entries this year, quite an achievement given how strong last year's competition was.
"Perhaps entrants were taking notes during our inaugural event last year about what it takes to make a winning entry. It was certainly noticeable how many projects combined a range of techniques or different datasets to maximise their impact."