Hires, Wins & Business in association withAgency Futures
Digital Cinema Media Appoints KBH Group to Sell Destination OOH Media Networks in UK Cinemas
Asset Management, distribution and software
London, UK
Joint venture will allow advertisers new ways to engage and interact with customers across the cinema experience

Digital Cinema Media (DCM), the market leader in cinema advertising, has today announced that, after a competitive tender, it has appointed destination audience media specialist KBH Group to sell Digital and Classic Out-of-Home advertising in some of its cinemas across the UK. 

Effective immediate, 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 cinemagoers, 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 and trading director, Digital Cinema Media, commented: “The cinema medium has been going from strength-to-strength since we reopened last May, with audiences returning in large numbers and ad revenues surging. At DCM, we are constantly thinking about ways to improve and enhance the cinema-going experience for our audience, which is bigger than just the movie.”

He added: “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 cinemagoers 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 have quickly become two of the biggest films of all-time. 

2022 presents an even more exciting film slate that is expected to deliver another strong year of cinema admissions and box office globally.