Anticipating a robust 15-20% CAGR over the next three years, UFO Moviez has rolled out a first of its kind web-based data analysis platform- ‘ProCAT’ to measure number of footfalls and provide cinema advertisers with data-driven insights to make informed decisions to plan, review, update and evaluate their cinema ad campaigns.
With the launch of ProCAT, the in-cinema advertising network aims to make the decision makers’ life easy and empower advertisers with accurate footfalls for cinema campaigns, Realtime review of campaign performance, budgets and cinema spends, all of which together help to determine a better ROI for the end user.
Citing the reasons behind the launch of the new platform, UFO Moviez mentioned that the same has been influenced by expanded screen counts nationwide and heightened advertiser enthusiasm for cinema as pivotal factors.
That being said, the network aims to surpass 4,000 screens this fiscal year in collaboration with strategic partners and solidify its leadership in India while projecting substantial revenue growth.
In an era dominated by data, ProCAT, as per the in-cinema advertising company, recognizes the pivotal role that insights play in shaping advertising strategies and therefore, the data analysis platform encapsulates advantages of programmatic advertising and applies it to the cinema medium.
Delving into the abilities of the platform, the company mentioned that ProCAT has the ability to share estimated data for the performance of the movies and the audiences garnered by the screens for a specific movie, city, state and region which inturn helps advertisers to measure audience at theaters and assess campaign ROI alongside campaign planning with accurate knowledge of movie performance.
The key salient features of the tool include ability to plan short term and long term cinema campaigns and instant budget estimates with reach and cost, choosing from the entire screen universe, and adding filters to include specific screens, by ticket prices, screen quality and much more. ProCAT can provide detailed Evaluation reports which include weekly review of ongoing campaigns, audience measurement, in-depth analysis of admissions to theatres and collections of various movies.
Speaking about ProCAT’s launch, Siddharth Bhardwaj, Chief Marketing Officer and Head of Enterprise Sales, UFO Moviez, said, “Traditional cinema campaigns originally relied only on a single measure of success, viz playback of ads. ProCAT is designed to help advertisers plan campaigns to reach a specific targeted audience set and has the capability to measure the performance of the campaign. Advertisers can measure costs and ROI similar to programmatic digital ads. ProCAT also allows advertisers to compare their multiple campaigns and determine which strategies worked most effectively and in which region.”
To this, Sachiin Guptaa, National Head– Programmatic Cinema, UFO Moviez, added, “ProCAT will be a disrupter in the field of Indian Cinema Advertising, with real time information available to the advertisers. This will enable them to modify the existing budgets and plan for better scheduling to maximise the ROI. We feel ProCAT will go a long way in being the key force for brands and advertisers to invest in Cinema Adverts.”
