News

Cinema digital signage deal expands DOOH network

Combined mall-movie theater network to be included the Nielsen Place-Based Video Report, reach light TV viewers.

June 10, 2014

Adspace Networks announced it is entering into a joint selling agreement with National CineMedia 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, which the company said is "one of the nation's largest Nielsen-measured digital place-based networks," the screens of NCM's Lobby Entertainment Network 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," Cinema Scene Managing Partner Joe Ross said in the announcement. "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 and marketing, National CineMedia. "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-inch portrait screens, 42-inch landscape screens and 138-inch 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 announcement said. 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," Adspace Chief Revenue Officer Susan Danaher said in the announcement. "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 32 percent of both Adults 18-34 and Adults 18-49 every four weeks, according to the announcement.

This new combined network provides a 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.