In a move to help cinema align itself with other AV channels, Digital Cinema Media (DCM) has announced it is begin working with CARIA, the media and creative campaign service for TV, VOD and online video.
DCM represents around 80% of the cinema ad market and by commissioning CARIA it hopes to offer a more “streamlined” campaign management service.
CARIA is already used by every major agency in the UK, with over 1,000 active buyers at 115 media agencies and over 150+ creative sources.
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Cinema advertising had already become easier to plan and buy since going digital, but DCM said that it wanted to see cinema firmly cemented as a key part in any AV plan.
“Last year, cinema advertising saw its best ever growth year-on-year, with the medium’s role in the media mix going from strength to strength,” said Davina Barker, head of agency sales, DCM.
“Cinema plays a vital role on the AV schedule, proving to be impactful and efficient, cutting through the media clutter to help brands grow in value.
“In a world of increasing ad clutter, the media buying process has also become more complex, fragmented and costly and DCM is committed to helping automate this process, by adding value and ensuring transparency in planning, buying and measurement.”
Gemma Major, trading manager at GroupM added: “This is a great fit. It’s a continuation of DCM’s drive to modernise cinema processes, a reflection of the fact that many buyers work on both TV and cinema, as well as being a natural evolution for CARIA.”
