Mobile Interactivity Added to Screenvision’s Pre-Show Package

Mobile Interactivity Added to Screenvision's Pre-Show Advertising Package

Screenfanz Mobile App Enables Advertisers to Add Mobile Interactivity to Cinema Buys

NEW YORK, NYScreenvision has updated their pre-show advertising package with the introduction of a new mobile app that brings mobile interactivity to advertiser’s in-cinema advertising campaigns.

Screenvision’s announcement includes a relaunch of The Limelight, its popular pre-movie marketing platform. The new pre-movie content has been re-engineered to provide a more impactful environment using long-form content which helps brands deepen their brand narratives and relationships with consumers.

With the introduction of the free screenfanz mobile app, Screenvision is offering advertisers the opportunity to target both the big screen and mobile devices to fully capitalize on mobile interactivity and social connectivity with their ad buys coast-to-coast. The screenfanz mobile app provides movie-goers with comprehensive movie information, the chance to check-in at theatres, share their reviews via Facebook, participate in trivia, accrue social status and points via in-app behaviors and have a chance to win prizes including movie tickets and concession cash. The screenfanz mobile app will be available on March 30th in the iTunes store, with companion website, on the same day, and will be available for Android within a few weeks from that date.

“Our new pre-show brings together the immersive power of advertising on the silver screen with rich mobile interactivity, a marriage that will transform consumer engagement in the theater environment,” said Travis Reid, CEO of Screenvision. “The Limelight will make movie-going more fun and involving for the audience, giving them a reason to arrive at the theater early and switch on their mobile devices to play trivia and share movie activity with Facebook friends, earn points and prizes, and much more. For advertisers, it will make marketing a much more creative, cost-effective and immediate impact proposition, be it national, regional or local brands, choosing to involve consumers via mobile interactivity or long-form branded narratives. This integrated platform fuels the creation of earned media across a very socially-connected consumer group, like no other.”

“In today’s fragmented, short-attention-span media universe, commercial friendly environments are an endangered species,” continues Screenvision’s Chief Revenue Officer Mark Mitchell, who also serves as President of The Cinema Advertising Council. “At the same time, brand storytelling is more essential than ever. To truly bond with consumers, brands need a forum where they can deliver their message in long-form to an immersed, undistracted audience. This is something that The Limelight is uniquely designed to deliver.”

Research Supports New Long-Form Content and Mobile Interactivity

Screenvision collaborated with Ipsos OTX MediaCT Worldwide Motion Picture Group on multi-phase research project to test a pre-show pilot to tailor and support their new mobile and long-form centric content. Screenvision’s pilot included local, regional and national advertising featured within the context of its new branding and consumer messaging. Screenvision also partnered with several national advertisers for the pilot including FedEx and Nestle Purina PetCare Company among other advertisers to test several components of the new format which included long-form video and customized mobile interaction. Initial results by key brands who participated in The Limelight’s pilot research program delivered 54% unaided ad recall—with nearly half intending to purchase from these brands in the next year.

Additional results showed that, among a nationally representative sample of 640 movie-goers, ages 16-49 years, who attended the movies more than 4 times a year, demonstrated that this tech-savvy group are more than ready to “go mobile at the movies” during the time before a feature presentation. More than 76% of those polled own a smartphone. More than three-quarters said they would “definitely or likely” arrive at the theater earlier to watch more of the pre-show entertainment and participate in trivia, check into theaters, write reviews, and play games to have a chance to win prizes including movie tickets and concession cash. The respondents nearly unanimously rated the Screenfanz app as “more all-encompassing” than current movie app offerings—and 65% said they would tell their friends about the service.

Odeon cinema is one of the largest cinema chains in the UKIpsos OTX MediaCT research conducted with Screenvision’s The Limelight pilot also demonstrated that nearly nine out of 10 consumers (86.6%) welcome longer-form advertising in cinemas, a majority driven by men ages 30 – 39 (92.6%). They were particularly responsive to ads that featured humor, multiple parts with a cliffhanger, and also “event-like” spots, meaning ads that were made specifically for in-theater showcase and not seen before on television.

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