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releaseMyAd launches in-cinema advertising platform

Craftsvilla has come on board as the first official client for cinema advertising, running a week-long campaign across all PVR & Inox screens nationally to promote their ‘World Ethnic Day’

BestMediaInfo Bureau | Delhi | June 18, 2015

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releaseMyAd has announced the launch of in-cinema advertising platform. Local businesses across India can now advertise across 120 cities and 16 multiplex chains. The platform offers a complete online solution for advertisers to compare, plan and execute their advertising campaign in their theatre and screen of choice.

The platform had been operational in beta during which it catered to clients across various sectors and cities such as real estate (VBHC Projects), education (Mody University, ModArt Mumbai ) and retail (Jewel India and Sawansukha Jewellers, Kolkata), to name a few.

releaseMyAd is now formally launching the platform to the public with Craftsvilla as its first official client for cinema advertising. Craftsvilla is running a week-long cinema advertising campaign across all PVR and Inox screens nationally, to promote their ‘World Ethnic Day’. releaseMyAd is leveraging cinema advertising alongside print and radio for Craftsvilla this week to promote their message holistically across all media.

“By aggregating all available inventory online, providing access to lowest rates and facilitating easy development of ad creative, releaseMyAd aims to break barriers preventing local businesses to effectively leverage cinema advertising. The platform endeavours to educate and empower advertisers across businesses and geographies,” said Sharad Lunia, Business Head, Digital at releaseMyAd.com. “Businesses can choose among multiple ad formats, such as slides or video commercials depending on their budget and marketing objective. They can individually select specific theatres and screens to target specific movies tailored to the audience they want to reach,” he added.

In-cinema advertising offers businesses the option to reach a captivated audience which is highly engaged compared to other mediums. A research conducted by the UK-based ad firm Digital Cinema Media shows that presenting a still from an advertisement induces three times the recall in moviegoers than in television viewers.

“Businesses are provided with the option to target specific city neighbourhood multiplexes, making the medium ideal to target local audiences more effectively than national television,” said Rishi Baid, CEO, Jewel India.

Joydeb Chowdhury, Head of Eastern India at Khushi Ambient Media Solutions, added here, “Given its strong impact and targeting capability, the medium has been increasingly leveraged by large brands to tailor national campaigns to regional audiences. While large brands enjoy access to leading media buying, planning and creative agencies, local businesses due to lower ticket sizes and budget constraints are devoid of similar service levels, thereby creating a need for an online platform to service them effectively.”

“By enabling ease of access to cinema advertising, we intend to drive ahead our vision of assisting local businesses to reach their target customers more effectively within their budget without compromising on service quality,” said AK Uppal, Board Member and advisor to releaseMyAd.

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