Expands opportunities for advertisers with
programmatic buying, self-serve automation, and business outcome
guarantees
Releases findings of new attention study,
reaffirming cinema as the #1 premium video platform for consumer
attention
Announces United Airlines, Hyundai, Indeed,
SEGA of America, Mazda, and e.l.f. Beauty as top brands leveraging
cinema advertising to drive business and brand impact
NCM, the largest cinema advertising platform in the US, today
announced its new offerings for the 2024-25 upfront, providing
brands with full-funnel solutions to reach sought-after audiences,
including programmatic buying and self-serve automation. NCM is
also leveraging its data-driven approach and deep understanding of
moviegoers to provide business outcome guarantees for select
advertisers in their upfront deals, ensuring a return on their ad
spend. In addition to these industry-firsts, NCM released the
findings from its second attention study, reaffirming cinema as the
number one platform for attention.
“NCM is driven by our commitment to innovate and transform
cinema advertising into the most effective performance and brand
building solution in today’s media marketplace,” shares Scott
Felenstein, President of Sales, Marketing and Partnerships at NCM.
“We are a true premium video solution and continue to develop new
capabilities that provide advertisers with unrivaled reach and
scale; a coveted young, diverse audience; and the highest attention
metrics, all in a brand safe and culturally relevant ad
environment.”
Category leaders including Hyundai, United Airlines, Indeed,
SEGA of America, Mazda and e.l.f. Beauty have all tapped NCM in the
last year, leveraging long form content and targeted buys with a
range of campaign goals spanning across upper, mid and lower funnel
metrics.
“Hyundai’s experience with cinema advertising has helped us
reach audiences that are fully engaged and receptive to messaging,”
said Angela Zepeda, CMO, Hyundai Motor North America. “By offering
captivating content that’s featured on the biggest screen
available, the movie screen, we have further enhanced our impact
with hard-to-reach audiences.”
Innovations in Programmatic and Self-Serve
Transform Cinema
NCM’s industry-leading launches of programmatic and self-serve
buying expand the ways in which current and new advertisers can tap
into the company’s highly valued big screen inventory.
- Programmatic: For the first time, media buyers can
access real-time, data-driven trading of cinema ad inventory,
bidding on available audiences during NCM’s show, Noovie®. Buyers
can choose from programmatic guaranteed (PG) and private
marketplace (PMP) options for brand safe, 100% human-viewed premium
cinema video impressions across NCM’s platform. Additionally,
programmatic buys can be customized by reach, geography, film
rating, day of the week and time of day.
- Self-serve: NCM’s new Campaign Manager, the first fully
automated self-serve solution in cinema advertising, empowers local
and regional companies to plan, buy, and schedule their ads to run
on the big screen. Additionally, NCM is working with video creation
platform Waymark to support clients who seek to create ads by
leveraging the power of AI. A first in cinema, the Waymark
collaboration with NCM will provide more small and mid-size
advertisers who cannot afford to produce their own ads broader
access to the big screen.
New Attention Study Reaffirms Cinema as
the Top Video Platform
NCM today released the findings of its second attention study.
Conducted by Lumen Technologies in October 2023, the study
reaffirmed cinema as the number one ad-supported video platform for
attention and provided new insights. Using eye-tracking technology
to measure second-by-second viewing of ads, the study examined
fourteen categories, a variety of ad lengths, and an expanded list
of media competitors encompassing premium AVOD, FAST nets,
podcasts, social media, digital platforms, desktop, and mobile
devices.
Key findings include:
- Cinema ranks as #1 in attention, surpassing premium video
platforms including linear (sports), digital premium video, and
premium podcasts, with an expanded competitive edge (3x-6x) when
compared to FAST nets and premium AVOD
- Attention scores remain high across key demos (A18-34, A18-49,
A25-54) and all ad lengths, and prove consistent across
blockbusters (Black Panther: Wakanda Forever) and smaller indie
movie gems (The Creator and Dumb Money)
- Cinema's attention advantage shows diverse consumers pay 3x-4x
attention versus competitive norms
- Cinema shows a significant advantage in categories such as
automotive, pharma, and insurance – all high-value, complex
products/services that often require consumer education and
trust-building
- Year-over-year growth of +17% in average seconds viewed in
cinema, with an average of 25.5 seconds of viewing a :30 ad in
cinema
Supported by the new study results, NCM is providing
industry-first attention rating guarantees for select clients in
their upfront deals through a partnership with Adelaide, the
attention measurement leader. This new guarantee lets advertisers
transact against the attention metric with Adelaide providing
attention ratings versus norms, allowing an apples-to-apples
quality comparison across premium video platforms. Notably, the
Adelaide attention unit ratings analysis has already shown that
cinema campaigns rank in the top 5% of all media.
Guaranteeing Business Outcomes in
Cinema
NCM is doubling down on their ability to deliver hard to reach
audiences and will now be guaranteeing business outcomes such as
advanced audience, sales lift, and increased foot traffic to select
clients. In collaboration with various attribution partners, NCM
conducted extensive testing throughout the fourth quarter of 2023
which revealed that brands across retail, QSR, and automotive
sectors can effectively reach holiday shoppers through cinema
advertising. Across these categories, cinema ads led to
double-digit increases in critical business metrics such as
consideration, foot traffic, and sales lift.
According to analysis by Affinity Solutions, NCM campaigns also
resulted in notable improvements in key sales metrics including
spend rate, shop rate, purchase rate, and spend per shopper. These
findings underscore the undeniable business value of moviegoers.
With these guarantees, NCM is unlocking the accountability,
transparency, measurability, and return on ad spend that brands are
seeking in today's competitive marketplace.
Transforming the Movie Experience with New
Brand Campaigns and Creative Content
As part of its goal to transform cinema advertising and drive
scalable impact for marketers, NCM has released a wide range of
custom content solutions including turnkey editorial sponsorships
in The Noovie Show, takeovers with long form brand films, immersive
experiential activations in theater lobbies, themed trivia segments
leveraging movie IP, and fully integrated marketing campaigns tied
to film titles or pop culture themes.
Noovie Studios, NCM’s in-house creative studio, is also
launching three new sponsorable content platforms as part of the
2024-25 upfront:
- Sustainability – Directly appealing to NCM’s socially
conscious Gen Z audience, “Wonders of the Ocean” will immerse
moviegoers in spectacular underwater footage provided by Ocean X,
the non-profit focused on protecting the oceans to drive positive
change.
- Fashion – In partnership with the Council of Fashion
Designers of America (CFDA), NCM is launching “Going Behind the
Seams with the CFDA and Noovie,” a series that follows up and
coming fashion designers Collina Strada, Wiederhoeft, Zankov, and
others, as they prepare for runway shows.
- Hollywood – “Close Up with Perri Nemiroff” features film
critic Perri Nemiroff interviewing top Hollywood talent such as the
cast of Mean Girls: The Musical, Jack Black (Kung Fu Panda 4),
Michael Chaves (director of The Nun II), and John Carney (director
of Flora and Son).
Other recent editorial launches in The Noovie Show include
“Religion of Sports” about inspirational athletes, and “Bowl’d
Entrepreneurs” from One37PM.
About NCM
National CineMedia (NCM) is the largest cinema advertising
platform in the US. With unparalleled reach and scale, NCM connects
brands to sought-after young, diverse audiences through the power
of movies and pop culture. A premium video, full-funnel marketing
solution for advertisers, NCM enhances marketers' ability to
measure and drive results. NCM’s Noovie® Show is presented
exclusively in 42 leading national and regional theater circuits
including the only three national chains, AMC Entertainment Inc.
(NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK) and Regal
Entertainment Group (a subsidiary of Cineworld Group PLC). NCM’s
cinema advertising platform consists of more than 18,400 screens in
over 1,450 theaters in 190 Designated Market Areas® (all of the Top
50). National CineMedia, Inc. (NASDAQ:NCMI) owns and is the
managing member of, National CineMedia, LLC. For more information,
visit www.ncm.com.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240313777280/en/
Pam Workman VP, PR & Corporate Communications.
pam.workman@ncm.com
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