Last week, EssenceMediacom Denmark became became the first agency to utilize programmatic cinema advertising, with their debut campaign for Specsavers set to launch in the second week of 2025.
Real time audience data is collected via Cinemataztic’s CineGame app or alternatively via a new audience live competition and profile survey where the CineGame format is not a part of the preshow. The latter version is called Programmatic Direct.
The Cinemataztic trade desk is now launched with Nordisk Film Biografer and Danse Reklame Film A/S in Denmark and Finnkino Oy in Finland.
This new programmatic trading desk allows advertisers and agencies to purchase targeted digital cinema inventory based on real-time audience data.
Each campaign is driven not only by impressions but also by digital conversions: a digital campaign voucher is distributed to the audience when the ad plays on the big screen, offering both high-quality, brand-safe impressions with exceptional viewer attention, as well as low-funnel conversion opportunities through voucher distribution.
Audience targeting leverages real-time data from the live audience in each cinema auditorium, combining this with additional data sources to create audience profiles for each show. These profiles are then matched to campaign targets on the demand side.
With new advertisers like Specsavers finding their way to the cinema preshow by re-allocating part of their digital video budget more markets have planned to adapt the new platform in 2025.
Cinemataztic https://www.cinemataztic.com