The Cinema Advertising Association (CAA), comprised of cinema ad sales houses Digital Cinema Media (DCM) and Pearl & Dean, has committed to integrate cinema data into Isba’s cross-media measurement platform, Origin.
Cinema data is “hoped” to be available on Origin by the end of 2026.
“Cinema advertising reaches an important audience for many Origin users,” commented Origin CEO Tom George. “We expect Origin will show how the addition of cinema to media plans delivers important incremental reach to advertisers and [we are] thrilled that the CAA have committed to Origin.”
Origin’s formal agreement with the CAA comes as the cross-media measurement solution is attempting to integrate a host of other media channels into the platform, which officially launched earlier this year.
JICMAIL, the joint-industry currency for direct mail marketing, has completed a proof-of-concept test with the platform, and news brands have also committed to joining.
Origin completed its beta trials and launched in an “Expanded Availability” phase this July. However, at launch it only included data from linear TV, online video and online display, with data from TikTok and Amazon expected to be onboarded later in the year.
As previously stated by chief customer officer Martin Lawson, Origin aims to add additional channels, such as OOH and audio, to provide “a fully comprehensive perspective on all media touchpoints”.
Origin is also working on features to expand its reporting services to include advanced reporting, planning and measuring outcomes-based metrics.
“Cinema can be overlooked on media plans. However, for a small medium it packs a punch due to its attentive audience and creative delivery,” commented CAA chair and Pearl & Dean CEO Kathryn Jacob. “We are thrilled to be working with Origin to provide advertisers with the data that shows including cinema is vital to any effective media plan.”
Cinema is having a strong year, with year-to-date box office running 9% ahead of 2024 and 1% behind the Barbenheimer-fuelled 2023. Attendance has also broadly been up most months throughout the year, driven by a strong and diverse film slate.
Why cinema is becoming more prominent on AV plans — with DCM’s Karen Stacey
