Audience Based Cinema Buying Platform Launches in the Middle East

Audience Based Cinema Buying Platform Launches in the Middle East

The newly launched platform has the capability to offer data and insight driven audience-based buying across cinemas in the Middle East, empowering advertisers and providing autonomous cinema planning and measurement.

Dubai, United Arab Emirates, 26062022:CinePlan and CineMeasure – a dedicated platform through which advertisers can plan and measure their cinema campaigns with ease has launched in the Middle East.

CinePlan is a tool that can be utilized to build a cinema media plan based on advertiser requirements, and offers two routes: By Admission and By Package. The By Package route presents advertisers with the option to book existing pre-designed packages sold by Motivate Val Morgan,while the By Admission route is a new extension to the existing bouquet of cinema advertising offerings by the market leaderwhere advertisers can define their advertising reach at cinema locations of preference.

CineMeasure, is a post campaign measurement tool that works seamlessly with CinePlan to analyze and report admission data for an executed campaign.

Ian Fairservice, Managing Partner, Motivate Media Group, said, “As the region’s leading cinema advertising company, with over twenty-three years of regional experience, we are committed to constantly improve and innovate our offerings. The launch of CinePlan and CineMeasure marks a significant milestone for Motivate Val Morgan, as it establishes a first-to-market platform through a self-service model, a major focus for the company as we look to empower advertisers and provide autonomous cinema planning and measurement.”

The platform will add exceptional value for advertisers as it has the capability to offer data and insight driven audience-based buying across Motivate Val Morgan’s network of cinemas in the region, improving accountability and transparency to address concerns on cinema audience measurement, a byproduct of the pandemic.

Avinash Udeshi, Chief Operating Officer, Motivate Val Morgan commented, “While being a market leader, we have always had a consultative approach in terms of buying and delivering on campaign objectives. Through this platform, we will offer the same total flexibility and convenience to advertisers and agency planners, with admission data from the cinema box office. Thus, cinema advertising can now be further planned, bought, and measured through a simple yet comprehensive dashboard. The system has the capability to buy audience by numbers, demography, and income groups, right down to a granular level of an individual screen at a particular location.”

Advertisers can leverage CinePlan and CineMeasure to connect the dots between ad exposure and a campaign’s outcome.


About Motivate Media Group

Established in 1979, Motivate Media Group operates in partnership between Ian Fairservice and H.E. Obaid Humaid Al Tayer, Former Minister of State for Financial Affairs, UAE. With a staff of over 200 experienced professionals based out of the Dubai headquarters, and the Abu Dhabi and London offices, Motivate’s wider publishing expertise includes award-winning print and digital titles such as What’s OnEmirates Woman and Gulf Business. As well as books and magazines, Motivate also produces content across other platforms including video, digital media, cinema and events. For more information about Motivate Media Group, visit

About Motivate Val Morgan

Motivate Val Morgan, a joint venture company established in 1999 by Motivate Media Group and Val Morgan Cinema Network, represents on and off screen cinema advertising interests of leading cinema exhibitors in the Middle East. With a footprint across UAE, Oman, Lebanon, Egypt, Qatar, Kuwait, Bahrain and Saudi Arabia, Motivate Val Morgan’s network of 1000+ screens across 100+ cinemas provide advertisers access to a young, affluent, and sophisticated audience, in a high impact environment. For more information about Motivate Val Morgan, visit

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