How do you compete with all of the other consumer-controlled devices and content in the media ecosystem today? What can a company do to set itself apart and demonstrate the value of their own unique customer base? Screenvision believes that it has the answer. At their recent upfront presentation, Katy Loria, Screenvision’s executive vice president, national ad sales announced the launch of Project Lynx, which takes data from suppliers such as Kantar and SITO mobile and combines it with Nielsen’s Cinema research to track consumer behavior in and beyond their cinema experience.
Coming off a bruising and unsuccessful acquisition play from National CineMedia, Screenvision announced that it has rebounded, is fully staffed and is ready for business. John McCauley, senior vice president, strategic alliances said, “We remain focused on our strategy, and as a result, our Upfront bookings are ahead of a year ago. We continue to focus on bringing maximum impact and creative solutions to our advertisers to bolster their video-centric media plans by allocating incremental budget to cinema.”
The company has set its sights on establishing a unique sales position using research as the crucible. In announcing Project Lynx, Screenvision seeks to place itself squarely in the big data / DMP space for sales purposes.
Unlike other media, cinema has a captive audience. Travis Reid, who recently left the company but was Screenvision CEO at the time of the Upfront, explained, “Cinema is an immersive environment where you cannot escape. The screens are large – 40 feet – it is dark and the seats are bolted down.” It also seems to be to be less distracting - you are asked to turn off your devices when you are in the theatre so there is limited multitasking. The challenge is how to accurately capture who is really in the seats and how impactful the environment is for message recall and call-to-action. Project Lynx, in combination with other research that Screenvision collects, is designed to address these questions.
According to Loria, “Project Lynx includes geo-fencing and beacons.” How this works remains to be seen, but the basics from their press release states that SITO Mobile will collect information on moviegoers through its geo-fencing mobile data management platform. Screenvision will use this combined data to develop insights that further reinforce precision on-screen targeting, as well as use SITO’s technology to enable advertisers to extend engagement with moviegoers by retargeting messaging to their devices once they leave the theatre.
Screenvision also has other proprietary research capabilities, including audience targeting that matches movies to audiences based on titles, not solely to MPAA ratings. This is done through precision targeting using Nielsen Cinema Audience Report and Screenvision’s own campaign management system. McCauley explained, “Our research indicates that when ads are combined with content in our preshow, there is a great increase in key brand measures like purchase intent, likability and ad recall.”
“Advertisers today find it increasingly difficult to break through and reach their desired target. Between fragmentation, an oversupply of inventory and dwindling audiences, success can no longer be measured by impressions,” said Loria. “Impact is the new currency, and Screenvision has the right audience, environment, platform, and content to provide the highest impact for brand messaging in the industry.”
Charlene Weisler is the principal of the research firm Weisler Media LLC and can be reached through her research blog www.WeislerMedia.blogspot.com