Just last week, EssenceMediacom Denmark became the first agency to utilize programmatic cinema advertising, with their debut campaign for Specsavers set to launch in the second week of 2025.

This new programmatic trading desk allows advertisers and agencies to purchase targeted digital cinema inventory based on real-time audience data.

Conversion to Sales

Each campaign is driven not only by impressions but also by digital conversions: a digital campaign voucher is distributed to the audience when the ad plays on the big screen, offering both high-quality, brand-safe impressions with exceptional viewer attention, as well as low-funnel conversion opportunities through voucher distribution.

Real Time Data

Audience targeting leverages real-time data from the live audience in each cinema auditorium, combining this with additional data sources to create audience profiles for each show. These profiles are then matched to campaign targets on the demand side.

Programmatic Direct

Real time audience data is collected via Cinemataztic’s CineGame app or alternatively via a new audience LIVE competition and profile survey where the CineGame format is not a part of the preshow. The latter version is called ‘Programmatic Direct’.

Programmatic at Scale

The Cinemataztic trade desk is now launched with Nordisk Film Biografer & Dansk Reklame Film A/S in Denmark and with Finnkino Oy in Finland.

With new advertisers like Specsavers finding their way to the cinema preshow by re-allocating part of their digital video budget more markets have planned to adapt the new platform in 2025.

For onboarding and more information about programmatic cinema advertising, please reach out to Dansk Reklame Film A/S or Finnkino Oy.

For programmatic cinema advertising opportunities outside the Nordic region, please reach out to mikkel@cinemataztic.com.