Tesco and Sony react to cinema lead time change

Tesco and Sony Home Entertainment have taken advantage of shorter lead times for cinema advertising brought about by sales house DCM's switch to digital delivery this week.

Simon Rees: 'rewarding to see how advertisers are embracing DCM’s switch to digital'
Simon Rees: 'rewarding to see how advertisers are embracing DCM’s switch to digital'

The switch cuts copy delivery deadlines from three weeks to one week, allowing Tesco to start running an ad today (28 September) that it submitted this Monday (24 September).

The retailer’s "Quality apples" ad is believed to have been reformatted since running last year in Scotland and Wales.

Sony Home Entertainment is running an ad that will take advantage of the new system's ability to rotate copy.

The ad promotes the DVD release of 'Breaking Bad Series 4'. Versions seen before its release on Monday (1 October) will carry the copy "out Monday’ and versions seen after release will carry "out now".

Simon Rees, managing director of DCM, said: "It is rewarding to see how advertisers are embracing DCM’s switch to digital and tailoring the opportunities to their bespoke campaigns."


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).