Val Morgan scoops world innovator prize

By AdNews | 23 October 2014
Val Morgan team

Val Morgan Cinema Network has scooped the Cinema Advertising Innovator of the Year award at the Screen Advertising World Association (SAWA), thanks to its measurement and research.

The national supplier of screen advertising picked up the accolade at the biennial convention held in Berlin last week.

A key innovation flagged by SAWA was the CineTAM audience measurement platform that Val Morgan introduced across Australia and New Zealand.
 
“CineTAM was recognised as a world first in cinema audience measurement as there is nothing like it in existence anywhere in the world,” Val Morgan's marketing director, Paul Butler, said.

It works by harnessing the power of big data by using transactional cinema loyalty program data to provide a new level of audience accountability.

In Australia CineTAM is based on transactional data from more than 450,000 movie-goers - giving cinema “arguably the largest measurement base of any medium”.
 
Other innovations SAWA highlighted included the research Val Morgan conducted on the power of cinema in combination with TV and online video – finding cinema delivered a 40% uplift in brand consideration, its research demonstrating the relative engagement of cinema in comparison to TV, alongside innovative activations extending the brand connection with the big screen.
One example is the Australian Air Force campaign where bespoke ‘Aviator’ style 3D glasses were produced and distributed in place of the normal 3D glasses.

Butler said the award is a “significant achievement in the cinema advertising world globally”.

Adding to this, on predictions for 2015, Butler said the cinema outlook is “exceptional” and there is a high level of advertiser interest.

“The forward release slate looks to be the strongest ever seen, with the industry universally predicting 2015 to be the biggest year for cinema in history,” Butler said.

“The list of big titles on the horizon is beyond compare – from Star Wars, Bond and the Avengers to 50 Shades of Grey and the Second Best Marigold Hotel, even the return of Arnie in the Terminator Genisys.”

Val Morgan also recently announced global luxury brand Cartier as a new cinema advertiser, suggesting more and more big brands are being lured into adversing on the big screen.

“Cinema has always been a great environment for luxury brands, with its immersive environment and targeting ability to reach discerning high spenders notoriously elusive from other media, interestingly we have seen good growth from other sectors such as retail and FMCG – with cinema providing an opportunity to connect with active consumers whilst out of home and in close proximity to purchase,” Butler said.

For more on the blockbuster year ahead, check out the latest issue of AdNews in print or subscribe to AdNews on the iPad.

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