Cinema network Val Morgan has launched a new insights and analytics division that will provide the business and advertisers with more meaningful insights across both the cinema and outdoor businesses.
The insights and analytics team will be headed up by Paul Butler, Val Morgan’s marketing director, who now takes the newly created role of group insights and analytics director.
“The role of analytics and insights are fundamental with targeting and accountability at the forefront of our media offering today,” said managing director Daniel Hill. “With an ever increasing focus and need for data and insights at all levels of the business, I feel confident we are matching the expectation of the market. Alongside CineTam, DART and the recent Power of Cinema research study, Paul and his team will continue to provide insights that assist advertisers and media buyers to connect to an engaged audience.”
Jo Juan Gardiner, Val Morgan’s marketing and research analyst has been promoted to the new position of insights manager and will take the lead to roll out a number of new initiatives in 2015 including Cinetam+ which will deliver a deeper understanding of cinema goers and their habits.
With 2015 providing unprecedented audience opportunities, the insights and analytics division will further validate the use of cinema AV screen strategy.