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Interactive launches ‘Cinema In A Box’, a data-led intelligence platform for cinema

The platform is a suite of five tools that address all the concerns of advertisers regarding cinema advertising. From reach optimisation to Ad Impact, Cinema In A Box has everything that an advertiser looks for in cinema

Interactive Television Pvt. Ltd (Interactive), the cinema advertising company, a part of GroupM India, has announced the launch of its latest offering ‘Cinema In A Box’ — a first-ever data-led intelligence platform for cinema.

Interactive offers a diverse range of services both on screen and off screen, representing a wide range of cinemas.

Interactive’s vision is to be a data-driven and tech-enabled company and it offers the first-of-its-kind monitoring system for cinema advertising in the form of CAM (Cinema Audit and Monitoring), movie buzz monitoring via Buzz Index and Ad Impact – a customised research method to gauge the incremental reach of the cinema medium. With all these endeavours, Interactive makes the cinema medium more accountable and measurable for advertisers.

Cinema In A Box will be a secure online dashboard providing descriptive analytical results in an interactive and dynamic way. This dashboard will comprise Interactive analytical solutions and historical data for the tools – Bingo, a reach optimiser tool, which provides incremental reach at a reasonable cost. A highly efficient method which gives a cost per incremental reach curve for individual media, it eliminates duplication to generate a combined cover cost.

Buzz Index was created with an aim to broaden the number of movies that can attract advertisers. It is a revolutionary buzz measuring tool for helping advertisers to make informed decisions for cinema advertising. It encapsulates the buzz around upcoming movies on a weekly basis by creating a score. The score is a combination of industry experience and analysing social media interactions about the movies from various social media platforms.

CAM, also known as Cinema Audit & Monitoring, is a game-changer for brands investing in cinema advertising in India. It is an Interactive proprietary tool for cinema monitoring. The monitoring is carried out in collaboration with Kantar IMRB across top eight metros (Ahmedabad, Bengaluru, Chennai, Delhi NCR, Hyderabad, Kolkata, Mumbai & Pune) covering 200 premium multiplex screens every month. The report captures all the brand advertisements screened before the movie and during the interval.

Ad Impact is quantitative primary research conducted to understand the impact of cinema ads on the audience. This tool helps measure the ROI of your cinema investments. It covers various categories like apparel, accessories, automobile, banking and finance, beauty and personal care, consumer durables, e-commerce, food and beverages, mobile handset, OTT, retail.

Box Office Collection Data: This module gives you access to the box office collection of all the movies in India. One can compare Box Office Collection Data of various movies across years, quarters, genres and actors. This data has been collated from extensive online and secondary research and information from trade experts.

Ajay Mehta, Founder and Managing Director, Interactive, said, “We are extremely excited with the launch of Cinema In A Box. It is probably the world’s first data-led intelligence platform for cinema.  This revolutionary platform is a suite of all five tools which addresses all the concerns of advertisers regarding cinema advertising. From reach optimisation to Ad Impact, Cinema In A Box has everything that an advertiser was looking for in cinema. We believe that this product will open the door for additional spends for our medium by ensuring maximum transparency. With the help of data and smart tools involved in the backend of the process, brands can now drive relationship-driven marketing strategies.”

Interactive Television Pvt. Ltd. was founded by Ajay Mehta. It was acquired by WPP and now is a part of GroupM India.

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