'We’re just at the beginning' of exploring online data to inform advertisers states Digital Cinema Media chief Karen Stacey

Digital Cinema Media (DCM) installed Karen Stacey permanently as its chief executive in March and she is set on continuing the digitisation of cinema advertising within the company. Stacey spoke to The Drum about how she viewed digital technology and data changing cinema advertising for good.

She stated that the advent of digital technology had sped up the creation process and offered more flexibility for advertising buying time, be it geographically, by day, time or screen.

“All those barriers to entry which were there are now gone,” she told The Drum while discussing the methods previously used to ensure adverts were screened as scheduled in cinemas across the country.

She then went on to discuss the company’s growing understanding of its audience as a result of data technology, mainly generated through mobile devices.

“Our next move is that we know a lot about our customers and we are now thinking about how we use that data to inform our advertisers about their lifestyles. Much of our cinema tickets are booked online, we have cinema clubs, the unlimited card and so we explore how we use that data to inform advertisers that this is the kind of person that we are reaching. We know our audience – they book their ticket for Avengers, they then went on to book the new iPhone 6. We’re just at the beginning of that journey,” Stacey explained.

She also talked about the effect that the company’s mobile app Cinime was having upon the cinema advertising experience as well.

The full interview can be viewed in the video above.

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