Screenvision Cinema Ad Push Targets Millennials

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Thu, 04/03/2014 - 11:47 -- Nick Dager

Screenvision cinema ad push targets millennials.At its annual upfront event April 2 at New York’s Ziegfeld Theater, cinema advertising company Screenvision outlined its Weekend Daypart concept, calling it “a high impact and essential complement to TV advertising plans.” Additional presentations in Chicago, Los Angeles and Detroit were to take place today. Citing a high awareness of cinema advertising among 18-49 years olds – so-called millennials – one executive said, “When you run an ad on a big screen you know it will be seen.”

During a press conference prior to the event, the company outlined programs to extend Screenvision’s advertising impact with audio recognition company SoundHound and social content programmers Entertainment News Television and Defy Media.

Following the upfront there was an advanced screening of Marvel’s Captain America: The Winter Soldier. Screenvision executives said this enabled attendees to enjoy the company’s product in its truest form – through a night at the movies.

Screenvision CEO Travis Reid said the introduction of the Weekend Daypart reinforces the company’s ability to break through media fragmentation and clutter to demonstrate its national scale and strengths as a complement to TV advertising. Jim Tricarico, Screenvision’s chief revenue officer echoed that. “We are the weekend extension,” he said, adding that, “you don’t need special creative anymore.”

Screenvision cited a number of statistics showing the benefits of cinema advertising. These included: 8.5 million weekly attendance, equivalent 4.4 weekly rating among 18-49 year olds; 70 percent audience delivery occurs on weekends; zero time shifting; and 50 percent of audience is between 12-34 years of age.

“In this fragmented media marketplace, Screenvision provides something rare – scale, targeting and proven stability. Media strategists and buyers can now find meaningful impact against areas where television advertising under delivers,” said Reid. “This is cinema’s time. With people going to the movies more than 1.34 billion times in 2013, coupled with the negative effect of fragmentation on other media, we are providing a highly coveted offering in today’s marketplace.”

He said Screenvision’s scale is the equivalent of a 4.4 weekly rating among the 18-49 audience, placing it among the top 10 TV shows every week. When cinema advertising is paired with TV, he added, there is a 69 percent increase in top-of-mind unaided brand awareness and 49 percent increase in purchase intent.

At last year’s upfront, Screenvision changed the way cinema is purchased by fully aligning with TV and video buying processes, delivering demo guarantees, creating seasonal pricing and showparting, and became the only cinema advertising company to post campaigns with Nielsen. 

“The strategy we put in place works, providing Screenvision significant momentum and growth in the last year with more than 50 new advertisers,” said Jim Tricarico, Screenvision’s chief revenue officer. “We’ve established our place in this video-neutral marketplace. As we look forward, we will continue to evangelize that message, as well as tap into industry leaders to enable us to activate advertisers’ key areas of interest – millennials, social engagement and targeting.”

He said that SoundHound is now integrated into Screenvision’s recently launched Front & Center preshow. SoundHound’s technology will be used to activate advertising and entertainment programming, such as music and trivia, for Screenvision clients. The technology will enable advertisers to connect with moviegoers at the moment of interest, and walk out of the theater with brand messaging on their smartphones for subsequent engagement. SoundHound recently announced Add to Spotify – an exclusive feature with Spotify – to further appeal to people 18-34.

“We are very excited to start working with Screenvision, as they have clearly demonstrated leadership in engaging with moviegoers,” said Kathleen McMahon, vice president, SoundHound. “We are looking forward to developing unique and engaging programs for advertisers to further connect with their audience.”

Tricario said Screenvision is deepening its relationship with Entertainment News Television through an integrated media program. Sponsors of ENTV programming will receive extended reach both online and socially through Twitter Amplify. ENTV’s entertainment-focused programming draws news from respected outlets such as Variety and Deadline, which are part of the extensive and growing portfolio of media properties belonging to ENTV’s parent company Penske Media Corporation (PMC).

“Screenvision has been a great partner, enabling us to showcase our programming and create compelling content for advertisers,” said Michael Davis, general manager, ENTV, and chief video officer, PMC. “As a next step in our collaboration, we’ll be implementing integrated media opportunities to extend a brand’s association with our content, capturing moviegoers in and out of theaters.”

Defy Media, the definitive media company for the digital generation, formed by the merger of Alloy Digital and Break Media, will be working with Screenvision on short-form custom programming and branded content for the Front & Center preshow. Additionally, the alliance will enable advertisers to create multi-platform programs across the network of Defy properties.  Defy’s leading portfolio of brands includes Break, Clevver, Made Man, SMOSH, Screen Junkies, The Gloss, and The Escapist, together reaching over 125 million consumers monthly through owned web, YouTube, mobile, social, and emerging OTT platforms.