16th February 2022
Destination audience media specialist KBH Group has won the contract to sell Digital and Classic Out-of-Home advertising in cinemas across the UK following a competitive tender.
Working with cinema advertising market leader Digital Cinema Media (DCM), the KBH Group is now responsible for selling a variety of high-impact media networks located within high-traffic cinema areas, including entrances and foyers.
These Out-of-Home channels reach a substantial audience at a point where they are in a receptive, treat-ready mindset, open to paying attention to ad messaging.
For two-thirds of cinema-goers, a trip to the cinema isn’t just about the film, it’s about the whole experience surrounding it (source: DCM / Old Salt).
Digital and Classic 6-sheets are a way for advertisers to maximise the opportunity offered by becoming part of such a positive experience.
David Hipkiss, Commercial & Trading Director, Digital Cinema Media, commented: “The KBH Group has significant expertise in consolidating and standardising media formats to create cohesive, easy to buy, clearly defined media channels to monetise destination audiences. We look forward to working with the team to ensure advertisers are easily able to access and enjoy all the benefits of reaching the desirable cinema-going audience across all touchpoints of the cinema visit.”
KBH Group Managing Director, Ian Reynolds, said: “At the KBH Group we are delighted to have extended our portfolio into the exciting, thriving world of cinema, realising our ambition to connect advertisers with audiences in multiple destination environments through Out-of-Home channels. Visiting the cinema is really important to a lot of people; they value those visits and look forward to them. We are really looking forward to making the benefits of engaging with this desirable, receptive audience available to a broad portfolio of brands.”
Post-pandemic, cinema trips are most definitely back on the agenda. 75% of cinema-goers plan to visit as much as, or more often than, they did pre-pandemic, and 74% of those intending to return are really excited about that next visit. Since reopening in May 2021, audiences have been returning in high numbers to see new content on the big screen. Many titles have broken box office and audience figure records, most notably Bond’s No Time To Die and Spider-Man: No Way Home, which is still in cinemas, have quickly become two of the biggest films ever, with 2022 presenting an even more exciting film slate that is expected to deliver another strong year of cinema admissions and box office globally.
For more information, visit kbhgroup.co.uk/cinema