CineTAM Comes To A Theatre Near You

With the rapid rise of cinema as an effective marketing media (research shows cinema ads have six times the recall of TV), cinema advertising company Val Morgan have released CineTAM – a new audience measurement and projection tool to help advertisers optimise their cinema campaigns.

CineTAM captures depersonalised demographic details from movie visits made by over 450,000 Hoyts Rewards members combined with actual cinema ticket sales across Australia, fusing into a weekly tracking tool that will allow campaigns to be optimised in real time, similar to TV. It also allows for a h9igher transparency of campaign returns and audience measurement.

The second half to CineTAM is a new planning tool that allows Val Morgan to more accurately design a campaign to the advertisers needs.

For the moment, CineTAM is not accessible by media planners – it is purely bespoke to Val Morgan.

What it means for us: This is a fantastic new media metrics system in a crop of such systems being released. As the acquisition and access to new data becomes more pronounced, media are required to be more transparent in their reporting systems. We will keep a close eye on CineTAM in the coming weeks – as Supermarkets have a cinema campaign starting very shortly, it is a great way to gain first-hand knowledge of the workings of this new reporting measurement.