Screenvision Media and Spotlight Cinema Networks, pioneers in programmatic cinema advertising, today unveiled the Cinema Programmatic Alliance.
The partnership enables programmatic advertisers to transact across multiple cinema advertising companies via a singular solution, expanding the reach, coverage and scope of their campaigns for in-auditorium big screen programmatic premium video.
The Cinema Programmatic Alliance will also initially include cinema advertising companies Pecan Pie Productions and On the Wall, while remaining open for other organizations to join.
"Over the last three years, we have seen tremendous growth in demand for programmatic cinema as the preferred home for premium video," said Jeremy Morgante, Screenvision senior vice president of data & programmatic.
"The alliance is an important leap forward that enables cinema's expansive group of programmatic advertisers to grow their reach and budgets with our highly engaged moviegoing audience."
Set to debut prior to the upcoming 2024 holiday shopping season, during which theatres are expected to deliver box office returns of more than 30 percent yuear-over-year, the Alliance will span nearly 5,000 screens and provide media buyers with unprecedented reach on the big screen.
"The cinema advertising industry has a proven track record of creating innovative solutions that adapt to the evolving advertising landscape," said Spotlight Cinema Networks president Michael Sakin. "This new offering propels cinema to compete effectively with omnichannel marketing that parallels CTV, streaming, DOOH, and other national video options without audience duplication.