MAM

Interactive Television’s CAM auditing cinemas

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/smartcrop_800x800/public/images/mam-images/2014/08/25/cam.jpg?itok=HsDCyetm

MUMBAI: The highly competitive market has created new venues for marketers to advertise their products and reach out to their audiences.

With multiplexes mushrooming in every nook and corner of the country, cinema halls are providing ample space for advertisers. And to give a fair view to marketers if the money is well spent or not, Interactive Television, a part of WPP group, has released Cinema Audit Monitoring Report, which gives comparative analysis of cinema advertising and movie marketing throughout the country.

Interactive Television's proprietary tool CAM claims to be a game changer for brands investing in cinema advertising in India. “The results of the monthly audit will help our existing and potential clients recognise the growth opportunities for their brands whilst choosing cinema as an advertising medium. With this audit, we aim to provide transparency and visibility to our set of clients to assist them in result oriented media planning and buying. It is a key differentiator for our existing and potential clients,” says Interactive Television CEO Ajay Mehta.

The report captures all the brand ads screened before the movie and during the interval. It also includes the order in which they are played. The analysis helps brands monitor if their ad was played on cinema or not and also to understand their presence in market in comparison with its competitors. The report provides useful insights for cinema media planning and buying similar to what exists for TV, print and radio.

Two hundred premium multiplexes like PVR, Big Cinema, Cinemax, Inox, Fame, Fun, DT, SPI and Wave Cinemas are audited in Delhi & NCR, Mumbai, Chennai, Kolkata, Bangalore, Hyderabad, Ahmedabad and Pune. The monitoring is carried out in collaboration with IPSOS-MEDIA CT, and only shows between 12 noon and 8 pm are audited.

The category with maximum spots is of course food and beverages followed by beauty and personal care.  Chocon featuring Katrina Kaif is the top most brand to be advertised.

When asked how does it benefit the industry? Mehta says, “People in media have long recognised the power of cinema advertising but lack of measurement and accountability reduced cinema ads potential. As a result, clients always question the measurability and ROI of the medium.  As a solution to this problem ITV launched Cinema Audit Monitoring (CAM), a proprietary tool in 2013 to ensure transparency in the audit of cinema advertising. The monitoring is carried out in top eight cities, which contribute to approximately 60 per cent of the cinema ADEX in a given week. The main objective of CAM is to provide a study that will quantify the reach and impact of advertising in cinema. From consumer point of view, we conduct exit interviews among cinemagoers to understand the recall of brands active on cinema.”

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/tcs%20%281%29.jpg?itok=rFDnrXZe
Japanese Super Formula: TCS named title sponsor of championship team

Tata Consultancy Services, a leading global IT services, consulting and business solutions organization, today announced that it has been named the title sponsor for team Nakajima Racing in the Japanese Super Formula Championship 2017 series.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ashish%20%281%29.jpg?itok=y3ndaYCZ
DAN, a friend in need

InDeed, Dentsu Aegis Network’s newly launched CSR Advisory, will facilitate corporate investments by companies in Corporate Social Responsibly, through insights & a brand-led approach.

MAM Media and Advertising AD Agencies
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/shergill%20%281%29.jpg?itok=ot1krGRJ
Pitchfork Partners hired by Nyka Events

Nyka Events, a premier event agency based out of Mumbai, has signed on Pitchfork Partners Strategic Consulting LLP to advise them on delivering various change management initiatives the firm is currently exploring to take the organization into the next phase of its growth cycle.

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Yepme.jpg?itok=RspIrgeY
Online fashion brand Yepme expands into Europe

MUMBAI: Yepme announced its plan to expand into Europe. The company has launched uk.yepme.com to service customers across UK. The brand footprint is also being extended beyond its own webstore across Europe through presence in a large online marketplaces in the UK, Germany, Italy, France and Spain.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/ShopClues800.jpg?itok=nCzJyfWZ
Make the most of this bargain, says ShopClues

MUMBAI: ShopClues, one of India’s largest managed marketplace known for its deals and unparalleled price points, is now ready to roll out its ShopClues Surety programme alongside its Super-Bargain Sale.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/22/Lalit-Malhotra.jpg?itok=bVSP6VG7
Anchor receives CMO design award, Penta to be top brand by '18

MUMBAI: Anchor Electricals (A Panasonic group company) was the proud recipient of Stars of the Industry Group Design Plus Excellence Awards associated with BBC Knowledge and powered by CMO Asia for Product Design Excellence.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/Sudhanshu-Vats-800x800.jpg?itok=eglcJLds
Viacom18 cracks down on counterfeit merchandise

MUMBAI: In its bid to counter the growing menace of counterfeit merchandise, Viacom18 Media Pvt. Ltd. had undertaken an investigation that led to a raid in Mumbai’s market Abdul Rehman Street. Viacom18 Media is one of India's fastest growing entertainment networks and a house of iconic brands that...

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/Gopa%20Kumar.jpg?itok=GVGZkfZU
Isobar India Bags Digital Mandate for FOX Life and NatGeo India

MUMBAI: Isobar India has been appointed as the digital partner for Fox Networks Group's flagship channel brands, National Geographic and Fox Life. The agency will handle their digital and social media mandates. Speaking on the appointment, Fox Networks Group vice president content and...

MAM Media and Advertising Account
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/02/21/ITV-Inside-800x800.jpg?itok=YBE8YC5X
Music, Online and BJP crash FMCG party in weeks 1 to 6 of '17

BENGALURU:FMCG advertisers had 92.25 percent of the share of television advertisement insertions among the total TV ad insertions by top 10 advertisers across genres list in weeks 1 to 6 of 2017 (Saturday, 31 December 2016 to Friday, 10 February 2017). Of the total of 1,862,229 insertions by top...

MAM Marketing Brands

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories