Val Morgan unveils CineTAM audience currency
Cinema advertising company Val Morgan has launched its own audience currency – CineTAM.
The announcement:
Val Morgan has today announced the launch of CineTAM, a new cinema audience measurement system leveraging actual transactional data with a scale that towers above all other media measurement currencies.
CineTAM captures depersonalised demographic details from movie visits made by over 450,000 Hoyts Rewards members combined with actual cinema ticket sales across Australia.
A world first cinema audience measurement system, CineTAM will greatly enhance cinema planning and buying with the most robust sample size of any medium in the country.
Val Morgan CEO, Damian Keogh said, “The introduction of CineTAM is nothing short of a game changer for cinema advertising in Australia. The rich audience data we now have available provides a new world of opportunity and understanding to help planners, buyers and advertisers uncover the power of cinema for their brands.”
Val Morgan has appointed Kinesis Media Principal Peter Cornelius to consult on CineTAM in an advisory capacity.
Peter Cornelius said: “The introduction of CineTAM is great example of how the power of data can be harnessed. It’s a unique application of actual transactional data and represents a quantum leap forward for cinema advertising in this country and in fact the world. Increasingly as the industry evaluates cross platform and multiple screens in their media selection, CineTAM takes cinema to a new level of accountability and transparency not previously seen.”
Damian Keogh added, “It’s great to be working with Peter as we take this to market, his credentials and past experience in this area are ideally suited to help establish this new era for cinema advertising measurement.”
Source: Val Morgan press release
