Cinema Ad Firm Launches Buying and Measurement Platform

In the Middle East, cinema ad company Motivate Val Morgan has launched an audience-based platform - CinePlan and CineMeasure - through which advertisers can plan and measure their cinema campaigns.

Dubai-based Motivate Val Morgan, a joint venture between Motivate Publishing and Val Morgan Cinema Advertising, provides on-screen and off-screen cinema advertising opportunities at cinema chains in the Middle East - UAE, Lebanon, Oman, Egypt, Qatar and Bahrain. The firm's new platform has been developed to offer data and insight-driven audience-based cinema ad buying across this network of cinemas.

CinePlan is a tool that can be used to build a cinema media plan based on advertiser requirements, while CineMeasure, is a post campaign measurement tool that works with CinePlan to analyze and report admission data for an executed campaign. According to the company, advertisers can use CinePlan and CineMeasure to 'connect the dots' between ad exposure and a campaign's outcome.

Avinash Udeshi (pictured), COO, Motivate Val Morgan, comments: 'Through this platform, we will offer the same total flexibility and convenience to advertisers and agency planners, with admission data from the cinema box office. Thus, cinema advertising can now be further planned, bought, and measured through a simple yet comprehensive dashboard. The system has the capability to buy audience by numbers, demography, and income groups, right down to a granular level of an individual.'

Web site: www.motivatevalmorgan.com .