DCM

Skive was commissioned in 2004 to produce the B2B website for Carlton Screen Advertising, which has since become Digital Cinema Media (DCM) — the market leader in Cinema Advertising representing over 2,400 screens in the UK and EIRE.

The objective of the site was to generate sales, selling cinema as a competitive advertising medium, creating awareness and excitement around film product, increasing target audience excitement about new ways of using cinema as an advertising medium and increasing traffic and repeat visits, and becoming the focal point for agencies researching cinema advertising.

We designed a site that was dynamically driven enabling DCM the flexibility to self update through a range of media via a purpose built CMS. This was further enhanced by an enterprise hosting solution that uses load balancing, clustering and other robust methods to serve a response and secure site.

From our external research, combined with rigorous analysis of what the target audience was actually looking for on the CSA site, we crafted a homepage to reflect and showcase that information.

To increase traffic, we built an application to allow people to subscribe to a regular newsletter and created the broadcast platform for DCM to segment their audience and distribute customised information.

In addition to tackling the clients’ immediate objectives, we incorporated some extra offerings we felt would enhance DCM’s position including quizzes, games, demos and case studies.

These interactive audio/visual props highlight the abilities of the brand in a lively and engaging fashion, whilst attempting to stimulate the B2B audience in a manner in line with DCM’s proposition.

Before taking over the site, DCM’s position on Google was languishing around the second page. Since addressing the site’s SEO functionality we were able to create a system that not only returned accurate search results within the site, but also benefited from better place Google search results.

The site now ranks number one for its preferred search term 'cinema advertising' within the UK version of Google. This places them in a unique advantage over their competition and reduces excessive purchase of ad words and other pay per click strategies.

The ability to offer fresh content on a regular basis for information ranging from box office takings, release schedules and cinema advertising generated significant repeat business and positioned CSA as the number one industry site.