| Date | |
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| Author | DCM |
| Categories | Exhibitor News |
On 28 September 2013, Digital Cinema Media will celebrate reaching a major landmark in the history of cinema advertising - one year of fully digital cinema.
During the last 12 months, DCM has generated 4m playlists, which equates to over 76,000 playlists per week. For DCM to deliver as many 35mm film reels, it would have taken 1,264 years or 65,830 weeks, never mind the cost to transport the reels!
Since 2012, DCM’s exhibition partners have shown 52m ads to some 130m people. This has delivered 2.2b 30” impacts before 1,170 unique films in UK cinemas.
This transformation from analogue to digital would not have been possible without the support and participation of the UK cinema industry. Exhibitors large and small have pulled together to revitalise and update the medium. Hard work and dedication from all involved in this transition have brought us as an industry to this key milestone, DCM wishes to thank our exhibition partners for making this possible.
Shorter lead times and guaranteed creative quality have seen more than 200 new brands from a range of categories book cinema campaigns since DCM launched digital operations, (with a large proportion as solus campaigns) including The Mail on Sunday, Samsung, Daft Punk, YouTube, Sony, Tesco, Kia, Apple, Jack Daniel’s, Burberry, River Island, Belvedere Vodka and the Guardian.
In a test of the flexibility of digital in a selected number of sites, DCM partnered with media agency, PHD, to enable Google to use the new power of cinema advertising by scheduling an ad after the credits of The Wolverine, to target a very specific audience during YouTube’s Geek Week. This had never been attempted previously and would not have been possible before the digital switch.
Richard Waterworth, Marketing Director at YouTube, said: “Geek Week is a big event for YouTube and PHD used a wonderful behavioural insight to deliver an innovative media idea. It both hits our target perfectly and enhances YouTube’s reputation as a pioneer in media usage.”
Reckitt Benckiser Group plc. maximised the new flexibility DCM offers advertisers by booking a one day campaign for its Nurofen brand. “Using cinema was a great way to communicate the emotional message we had created. The new flexibility of cinema allowed us to be tactical in our scheduling and leverage the freedom that digital has brought to the medium,” said Reckitt Benckiser’s Nicola Treacher.
47% of cinema advertisers quoted shorter lead times as the key reason for booking into cinema.
Simon Rees, CEO of Digital Cinema Media, said: “Our digital overhaul has transformed the cinema media industry, breaking down barriers to entry for brands and opening up new revenue opportunities for the medium. The success we’ve experienced over the past year is just the beginning as we continue to work with our advertising and exhibition partners to push the new digital boundaries of the unique cinema environment.”
Steve Davis, Head of Exhibition, DCM, added: “DCM and its Exhibitors have been on an amazing journey over the past 12 months, and we’re now uniquely positioned at the forefront of Digital media. Not just within Cinema Advertising, media in general, at a time when screen advertising has never been more relevant. We will look back on 2013 as the biggest revolution in Cinema since its inception, and I’m personally very excited and looking forward to rolling out our strategy in 2014, and driving more value to our Exhibitors.”