A DPAA-Sponsored Feature.
Mark Braff of the Digital Place Based Advertising Association (DPAA) sat down with Nick Prigioniero, President of Cineplex Digital Media for an exclusive interview about his company.
Mark Braff: What does Cineplex Digital Media do and what is your relationship to Cineplex Entertainment?
Nick Prigioniero: Cineplex Digital Media (“CDM”) is the indoor digital signage, merchandising and experiential media agency of Cineplex Entertainment, Canada’s largest motion picture exhibitor.
We deploy and operate one of the most modern and fully digitized motion picture theatre circuits in the world.
MB: You have been known for running large in-cinema DOOH networks. However, in recent years CDM has extended its reach into the broader digital out-of-home market. What type of other venues are your screens in?
NP: In addition to the in-cinema networks, CDM operates over 43,000 screens in the Retail, Financial and Quick Service Restaurant industries.
We also execute custom-built, iconic, interactive architectural installations in shopping malls, office complexes and other public spaces.
CDM engineers and installs the latest in digital signage systems, develops and programs engaging content, operates turnkey networks for clients, and handles media sales for client-owned channels.
CDM is a full end-to-end solution provider, uniquely positioned to offer a full suite of products and services from initial consultation and design through to deployment, operations and if applicable, ongoing advertising sales.
MB: What type of content is shown on your network?
NP: CDM develops content for a wide variety of networks customized to the client. Depending on the client’s objectives, we show content relating to advertising, brand and marketing messages, gaming, interactive experiences and, for QSR clients, digital menu boards.
A Cineplex Digital Media installation
MB: Can you share a brief case study summary of a recent campaign that came out of Cineplex Digital Media?
NP: With 10 high-profile shopping centres across Canada, Oxford Properties partnered with CDM in 2014 to install a world-class place-based digital media network where customer experience and revenue generation are in harmony. The objectives of this program were to enhance the customer experience and generate advertising revenue.
A typical Oxford Properties’ shopping centre features custom large-format video banners, which are ideally suited to filling the large horizontal spaces that are common in major shopping centres. CDM designed and deployed double sided Directories throughout the mall, which provided a digital directory on one side and a dynamic advertising face on the other.
The content mix for this channel is a blend of various mall communications and promotions as well as revenue generating advertising sold by Cineplex Media, another part of Cineplex Entertainment.
In addition, we have incorporated analytics cameras on each directory, which provide valuable Anonymous Video Analytics (AVA) reports including metrics such as number of viewers, dwell time, gender identification, and age demographic information. This information can be shared with advertisers to help quantify the effectiveness of the program.
Currently, advertising revenues are exceeding original projections and the overall impact to the shopper experience has been very positive.
To know more about Cineplex Digital Media, visit Cineplex Digital Media.
CDM is a member of the Digital Place Based Advertising Association (DPAA).
A Cineplex Digital Media installation