Screenvision Media has added a suite of new digital products that will allow for smarter media plans to deliver on the bottom line for the company's advertising partners. The new products were announced during the company’s recent 2022 Upfront presentation. The offerings include Trailer Pack and Cinelytics.
"The launch of Trailer Pack and Cinelytics will deliver the first audience platform in cinema that combines audience analytics and activation to deliver on attribution," said Christine Martino, chief revenue officer, Screenvision Entertainment Network. "With one of the strongest slates on record and enthusiasm for cinema nearing pre-pandemic levels, Screenvision's new products enable advertisers to connect with audiences before, during and after the movie like never before."
Trailer Pack
New CTV app launching on Roku and more in June that enables viewers to aggregate trailers to then download and watch, along with move-related trivia and games
Utilizes AI to learn viewer habits and then suggests trailers for upcoming theater releases or on-demand
Enables brands to sponsor trailer bundles as part of shareable and customizable content
Unlocks first party data that adds to Screenvision's already robust moviegoer data set, which is expected to reach 250M by the end of the year
Cinelytics
Custom DMP (data management platform) that makes media plans even more impactful
Combines first party data from Trailer Pack and Screenvision's on-screen proprietary movie pixel to provide enhanced location targeting, behavioral targeting and direct CRM matching along with second party data from over 50% of SVMs screens through loyalty data
Powers on-screen advanced targeting against new behavioral demos along with digital audience retargeting
Delivers attribution through LiveRamp for web lift, foot traffic and purchase lift
Recently, Screenvision took a CPG client through its Cinelytics platform with Catalina, delivering a 4.5 percent sales lift and an incremental return on ad spend of $4.57. For every dollar spent with Screenvision, the client earned 14 times higher than the average ROAS received through linear and addressable TV.
Screenvision refers to the highly engaged 18–34-year-old moviegoing audience as the Elusives. It is a group of 30 million consumers with spending power that subscribe exclusively to non-ad supported streaming. The company estimates that cinema delivers more than 75 percent of this audience, or approximately 22 million Elusives.
"Given the evolving media landscape, we are bullish on the opportunity for cinema to deliver this year and beyond," added Martino. "Backed by our expanding and proprietary data set, we look forward to creating even stronger connections between brands and the Elusive audience."