National CineMedia and the real-time television measurement company iSpot are partnering to enhance NCM’s audience analytics and measurement capabilities. Using iSpot’s currency grade ad catalog and verification of ad plays for all ads against 40 million Smart TVs in the U.S., NCM can now report on the incremental reach their advertising brings brand and studio customers in addition to linear television.
In addition, due to iSpot’s partnership and integration through Neustar’s identity resolution capabilities, NCM will be able to offer more comprehensive reach, frequency, attribution, and tune in reporting for client campaigns.
NCM says it is the only cinema advertising network in the U.S. to provide this level of data integration for campaigns. The combination of iSpot and NCM data will also enable marketers to seamlessly identify and target their prospects among moviegoers, which is expected to reach 600 million, the company says.
As cord cutting continues to rise, advertisers are challenged on how best to track and measure audience reach and engagement, in particular across CTV and TV. The iSpot partnership enables NCM to further demonstrate how NCM® media reaches the desired audience of its advertisers as well as how the audience is affected for both movie theater only and across integrated campaigns (Movie Theater and CTV and possibly digital and DooH). Cinema advertising is one of the few mediums able to engage and connect with a young, diverse audience at scale, extending the reach for buys across CTV, broadcast, and cable.
With a network of more than 1,650 theaters and more than 20,600 screens through the US, NCM’s data intelligence platform NCMx connects advertisers to consumers before, during and after moviegoing. NCM is leading the cinema advertising industry as it transforms into a data-first media company, reaching audiences at scale with the most engaging content.
“Our agreement with NCM expands the opportunities for our studio and brand clients to plan, buy and optimize video investments holistically across the biggest screen in the house and the biggest one in the neighborhood,” said Holly Lun, senior vice president enterprise sales at iSpot. “We applaud the innovation and transparency our partners at NCM are forging here.”
“NCM’s integration with iSpot further delivers on our mission to provide our partners the ability to plan and buy premium inventory in a unified manner across all screens, including the coveted big screen,” said Manu Singh, NCM’s senior vice president, strategic insight, and analytics. “The iSpot deal also advances NCM’s value to advertisers by further proving that cinema is truly one of the only mediums where advertisers can reach the elusive young, diverse audiences at scale.”
National CineMedia www.ncm.com