Brands given new opportunity to target males

Brands will have the opportunity to reach a vast young male audience thanks to a tie up between cinema sales house DCM and games and entertainment site IGN.

Thor 2 is a perfect film for brands to target a male audience.

The partners believe they can offer advertisers the opportunity to reach an engaged, male-leaning audience due to multi-platform bespoke content packages taking in cinema, mobile and online channels.

Films over the next few months that may be a suitable component for such packages include Elysium, Riddick and Thor: The Dark World (pictured).

IGN is owned by digital publisher Ziff Davis and sister brands include, and Together, DCM and IGN reach over 7.7m UK males aged 18-35 a month via cinema admissions and web, mobile and social platforms.

As part of the integrated marketing, DCM will provide on screen advertising in nearly 3,000 cinema screens in the UK, access to online platforms from cinema chains, in-foyer advertising opportunities and mobile engagement through DCM’s new audience engagement app, cinime.

IGN will offer tailored UK homepage takeovers of   alongside integrated media and content solutions and bespoke client branded hubs.  No client has yet been announced for the new packages.

Joe Evea, commercial director at DCM, says: “Partnering with IGN allows us to offer brands a very strong proposition. There is a natural cross over with our consumers, meaning they are primed to receive a joined-up message tailored to appeal to them.”

DCM and IGN will also partner to offer games publishers the chance to showcase new games on cinema screens and allow fans to play exclusive interactive content pre-launch, or to première product releases.

Read Marketing Week’s recent feature on the opportunities for brands in the gaming market here. Worldwide spend on the total gaming market rose 6 per cent to £45,6bn last year.

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