MENA Firms in Cinema Audience Analytics Deal

MENA region's out-of-home (OOH) ad company BackLite Media and digital-out-of-home (DOOH) audience intelligence provider AdMobilize have partnered to provide cinema advertisers with analytics as they begin reopening sites during the summer.

Through BackLite Media's recently formed division BackLite Intelligence, clients will be able to access real-time data relating to viewing at cinema location by time of day and night, as well as audience insights such as shopping behaviour and demographic information. Working within BackLite's cinema network in the UAE and Bahrain, advertisers will be able to book campaigns by number of views that can be targeted by both audience demographics and geography.

BackLite Media CEO Bill Fordyce (pictured) says: 'With cinema offering that elusive proposition for some advertisers - a captive audience - we're looking forward to the added value these insights will bring. The next step for cinema advertising will rely heavily on the insights advertisers can draw from its audiences - and their ability to refine their targeting and re-targeting campaigns'.

Web sites: www.backlitemedia.com and www.admobilize.com .