DCM picks specialist KBH for cinema OOH push

Digital Cinema Media (DCM) has chosen KBH Group to sell out-of-home advertising in select cinemas across the UK after a competitive tender.

KBH Group will take over the account immediately from Global and will be responsible for digital and classic six-sheets in high-traffic areas such as cinema entrances and foyers.

A spokesperson told Mediatel News that DCM plans to increase the digital offering across the DCM estate during the course of the partnership.

DCM says these OOH channels will reach a substantial audience when they are in a “receptive, treat-ready mindset” to pay attention to ad messaging.

Audiences have been returning to cinemas in large numbers since last May when they were closed because of Covid restrictions.

The BFI reported 74 million cinema admissions in 2021, an increase of 68% on 2020.

DCM is by far the UK’s biggest cinema advertising sales house and its clients include Odeon, Cineworld and Picturehouse.

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