DCM optimisation tool seeks to boost cinema’s role in AV mix

DCM optimisation tool seeks to boost cinema’s role in AV mix

Digital Cinema Media (DCM) has launched the AV Reach Maximiser optimisation tool to help media planners better understand the benefits of integrating cinema into the AV mix.

The tool was developed in partnership with RSMB, the IPA and Lumen Research, and is powered by IPA TouchPoints data.

Users can select a key demographic (such as ABC1 adults), input the budget or ratings objective and add channels in addition to cinema (for instance, TV). The tool then generates the optimal budget or ratings allocation to maximise reach within the target audience.

The AV Reach Maximiser provides three key performance indicators:

  • Total reach achieved by the optimised allocation
  • Incremental reach attributed to cinema
  • Attentive seconds uplift from cinema


More broadly, the tool offers insights on where cinema adds the most value to the plan. In particular, cinema is recommended to maximise reach among 16-34s and ABC1s. The average recommended budget allocation for cinema to optimise 16-34 reach is 11%.

Karen Stacey, CEO of DCM, said: “We are committed to advocating for cinema’s inclusion within the AV mix and strive to simplify the process of incorporating cinema into media plans.”

Sophie Gale-Evans, DCM’s client director, added: “The fragmentation of the AV marketplace, particularly for young audiences, has been well-documented, and concurrently marketers and agencies are leveraging an ever-increasing amount of data to increase the relevance of their communications.

“Whilst this has added complexity to the planning process, there is also a huge opportunity for brands to ensure their campaigns are reflective of audience behaviour.”

Tom Kislingbury, vice-president, strategy, at EssenceMediacomX, said: “Balancing attention, reach and frequency is critical and this tool provides a swift and easy method to navigate those considerations.”

The AV Reach Maximiser is available here.


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