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National CineMedia launches tech platform for moviegoers

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April 5, 2022

National CineMedia has launched a data-driven technology platform for moviegoers, NCMx, which provides data, insights and an analytics platform to connect brands with custom audiences in theaters as well as on digital screens before and after attending movies, according to a company press release.

With moviegoers frequenting theaters regularly, marketers can leverage NCMx to execute advanced audience-matching against geographic, behavioral and contextual targets on the big screen, as well as use the NCMx capabilities to retarget moviegoers with digital ads and mobile offers.

With over 274 million data records, NCMx gives brands a 360-degree view of recent consumer behavior with performance metrics to refine campaign plans and generate a return on their advertising investment. Neustar, Catalina, Affinity Solutions, PlaceIQ and ElementalTV are partners in the NCMx platform.

"Declining audiences on linear TV and the extensive cord-cutting driving streaming, especially among ad-skipping, younger audiences, has forced clients to look for alternative options," Scott Felenstein, NCM's president, sales, marketing and partnerships, said in the release. "Movie theaters continue to attract and capture the undivided attention of this highly desirable 18- to 34-year-old audience en masse. With NCMx, cinema is now more targetable, measurable and accountable than ever before, offering brands highly customized, hard-to-reach audience segments with clear business outcomes."