The cinema advertising company Digital Cinema Media has unveiled the AV Reach Maximizer, an optimization tool developed in partnership with RSMB, the Institute of Practitioners in Advertising, and attention specialists Lumen. This tool empowers media planners to gain deeper insights into the benefits of integrating cinema into the AV mix, streamlining the planning process for advertisers and agencies.
Users simply select their key demographic (e.g., 16-34s, ABC1 Adults), input the budget or ratings objective, and add additional channels alongside cinema (e.g., TV, BVOD, Online Video). The tool instantly generates the optimal budget/ratings allocation to maximize reach within the selected target audience, providing three key performance indicators:
Total Reach percentage achieved by the optimized allocation
Incremental Reach percentage attributed to cinema
Attentive seconds uplift from cinema
While the tool yields scenario-specific outputs, it underscores key insights indicating where cinema adds the most value to the plan. Notably, cinema is recommended to maximise reach, particularly when targeting 16-34 and ABC1 audiences. For instance, the average recommended budget allocation for cinema to maximize 16-34 reach is 11 percent.
DCM chief executive officer Karen Stacey said, "At DCM, we are committed to advocating for cinema's inclusion within the AV mix and strive to simplify the process of incorporating cinema into media plans.”
Sophie Gale-Evans, client director, DCM added, “The fragmentation of the AV marketplace, particularly for young audiences, has been well documented, and concurrently marketers and agencies are leveraging an ever-increasing amount of data to increase the relevance of their communications. Whilst this has added complexity to the planning process, there is also a huge opportunity for brands to ensure their campaigns are reflective of audience behavior.
Tom Kislingbury, vice president of strategy at EssenceMediacomX said, “DCM's new tool presents an alternative perspective on media channel planning. Balancing attention, reach, and frequency is critical, and this tool provides a swift and easy method to navigate those considerations.”
To access the tool, please visit: https://www.dcm.co.uk/avmaximiser