Adspace Networks is entering into a joint selling agreement with National CineMedia (NCM) and Cinema Scene to create a new, larger digital place-based network that will now include screens in movie theater lobbies.
Combined with the Adspace Digital Mall Network, one of the nation’s largest Nielsen-measured digital place-based networks, the screens of NCM’s Lobby Entertainment Network (LEN) and Cinema Scenes’ cinema lobby Trailervision network — which together include a total of 1,700 theaters with 3,600 lobby video screens — will offer extensive reach against the elusive millennial demographic.
“The combination of the two cinema lobby networks with Adspace’s existing mall network makes for a powerful new digital place-based advertising platform,” said Joe Ross, Managing Partner, Cinema Scene. “Adspace is now a one-stop digital place-based shop, providing meaningful scale and ad frequency against the younger audience.”
“It makes perfect sense to join forces with the digital place-based experts at Adspace to incorporate our cinema lobbies into a larger national digital place-based network, in addition to continuing to include the LEN in our own integrated on-screen, on-site, online and mobile cinema advertising offerings,” said Cliff Marks, President of Sales & Marketing, National CineMedia (NCM). “As NCM increasingly focuses on the video marketplace, the Adspace management team’s focus on selling the on-the-go consumer to the digital place-based media industry will now give brands an even easier way to reach our combined audiences nationwide.”
The cinema network will contain three types of screens in theater lobbies: 52” portrait screens, 42” landscape screens, and 138” video walls. All screens have full motion video and audio, and will showcase a new four-minute loop, allowing for greater advertising frequency and stronger ad recall. The content will remain consistent with current lobby network entertainment offerings, which include movie trailers and behind-the-scenes features.
For the first time, these movie theater lobby screens will also be included the Nielsen Place-Based Video Report, the quarterly industry standard for measuring audience exposures for video networks in place-based locations, beginning in the second quarter of 2014.
“This new larger digital place-based network provides advertisers an affordable means of achieving continuity against the coveted mall and movie-going audience,” said Susan Danaher, Chief Revenue Officer, Adspace Networks. “This new larger network now delivers the younger mall and movie theater audience measured by Nielsen very efficiently with sufficient frequency to drive high consumer ad recall.”
The cinema lobby video screens can be sold in combination with the Adspace Digital Mall Network, forming a new combined national digital place-based network that consists of nearly 2,000 venues and 6,500 screens, reaching an unprecedented 32 percent of both Adults 18-34 and Adults 18-49 every four weeks.
This new combined network provides an efficient way to reach light TV viewers who are affluent, busy, outgoing “Swayable Shopaholics,” and represent a truly desirable demographic. In fact, moviegoers (saw a movie in the past 90 days) and mall shoppers (visited a mall in the past 30 days) are 30 percent more likely to fall into the lightest TV viewing quintile (Index 130 against all adults). Importantly, malls and theaters are also particularly strong when TV is weak during summers and weekends.
“Adspace now provides clients with the opportunity to easily buy massive, place-based video reach with a national footprint and tremendous scale,” said Dominick Porco, CEO, Adspace Networks. “We know this audience very well. Heavy mall visitors and moviegoers are very similar in that they are young, upscale, thought leaders, style conscious and, perhaps most importantly, light TV viewers. We can deliver on-the-go consumers in a transactional frame of mind while in happy, entertainment-oriented environments. It is the epitome of video everywhere.”
About National CineMedia (NCM)
National CineMedia (NCM) operates NCM Media Networks, the #1 weekend network in America and the largest cinema advertising network reaching moviegoers on-screen, on-site, online and on mobile devices. NCM offers captivating entertainment content, national reach and unparalleled audience engagement across its digital in-theater network of over 19,800 screens (100% percent digital) in over 1,500 theaters in 183 Designated Market Areas® (49 of the top 50). During 2013, approximately 710 million moviegoers attended theaters that exclusively present NCM’s FirstLook pre-show program, including AMC Entertainment Inc. (NYSE: AMC), Cinemark Holdings, Inc. (NYSE: CNK), Regal Entertainment Group (NYSE: RGC), and 40 other leading regional theater circuit affiliates. National CineMedia, Inc. (NASDAQ: NCMI) owns a 45.8% interest in and is the managing member of National CineMedia LLC. For more information, visit www.ncm.com.
About Cinema Scene Marketing and Promotions, LLC.
Cinema Scene Marketing, headquartered in Overland Park, Kan., delivers promotional marketing and merchandising solutions to cinema clients via concessions packaging, digital signage and marketing services. Cinema Scene’s industry leading solutions can be found in most of the top cinema circuits in North America.
Cinema Scene Media is a series of media networks which reach over 300 million cinemagoers annually. Its flagship TrailerVision™ network provides Digital Out-of-Home (DOOH) advertisers a media network to reach the highly desirable and captive movie going consumers via a dynamic mix of LCD displays and video walls.
Jenny Corsey, APR
Allison+Partners for Greatcall, Inc.