Val Morgan unveils new measurement tool, aims to give advertisers better audience data

Val Morgan has launched a new audience measurement platform called CineTAM, which uses the demographic data from a sample of over 80,000 cinema goers to give advertisers a better indication of who is watching a film.

 “CineTAM is a real game changer for the cinema advertising industry in New Zealand,” says Val Morgan sales director Suzie Lamborn. “The rich audience data now available provides a new world of opportunity and understanding to help planners, buyers and advertisers unlock the power of cinema for their brands.”

Previously, advertisers could only speculate on which age groups were in the cinema on the basis of the film showing. But Val Morgan says the new system, which was first introduced in Australia last year, uses information from its 80,000 loyalty programme members to enable advertisers to track campaign performance against demographic target audiences.

According to a release, this move has been timed to coincide with the impending premieres of a range of highly anticipated films, including Guardians of the GalaxyGone Girl, The Teenage Mutant Ninja Turtles and Hunger Games: Mockingjay Part 1.

The cinema provides a unique opportunity for advertisers, because it segments the population, making it slightly easier to target a specific demographic. With the added granularity of the data available through CineTAM, advertisers will now be able to pinpoint even more specific groups. And this could be a valuable tool because, according to Nielsen, about half of the Kiwi population have admitted to going to the cinema in the last six months (the numbers were however down from last year).   


Another advantage of cinema advertising is that it offers one of the few instances when consumers gravitate toward commercial messages of their own volition. Rather than skipping the promos before the feature, most viewers actually put in the effort to see the trailers running before the show. And this consequently gives advertisers the chance to do what they always want to do: confine consumers in a dark room and play their ads through giant screens with deafening sound systems. Given the unique set of circumstances presented by the cinema experience, it comes as little surprise that ad spend on cinema advertising has increased by about 41 percent since 2011. And this is likely to continue now that advertisers have a new tool in their arsenals. 

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