Media Buying Process Positions Screenvision to Address TV Ratings Decline and Audience Fragmentation
NEW YORK, NY — Screenvision has announced changes to its media buying proposition that repositions the national in-cinema advertising company as a scalable alternative going head-to-head with television advertising. The announcement was made today at Screenvision’s first-ever Upfront Presentation, themed “Front and Center,” before 600+ advertising and media executives at New York’s landmark Ziegfeld Theatre.
In addition, Screenvision has offered demo guarantees—supported by Nielsen data—to the national advertisers participating in the 2013 Upfronts. With the demo guarantees, an industry first, Screenvision will be guaranteeing its audience delivery to advertisers, with Nielsen for Upfront advertisers against specific demographics, such as 18-49 year olds. Screenvision is the only cinema advertising network that uses Nielsen to post its audience delivery. Screenvision’s first commitment under the new plan is with Taco Bell and expects to announce several additional commitments with brands and agencies over the coming weeks.
“The media industry is at an inflection point, as advertisers are aggressively seeking out audience replacements to mitigate the significant ratings decline across broadcast and cable TV,” said Travis Reid, Chief Executive Officer, Screenvision. “In contrast, moviegoing attendance has been very consistent over time, and is, in fact, attendance increased 6% in 2012 to 1.36 billion attendees.”
“Over the past year,” continued Reid, “we’ve quietly primed ourselves to take advantage of this growing need in the market. We’ve engineered a new sales team, headed by one of cable TV’s most successful ad sales executives, Jim Tricarico, and with a new, flexible plan for buying cinema advertising, we are poised to be a meaningful and compelling option for advertisers in this year’s Upfront.”
Screenvision highlighted research demonstrating cinema’s powerful position as the perfect complement to any TV ad buy. When TV viewing at home is low — such as on weekends or in the summer – cinema viewing is up, making it the ultimate pairing to a TV ad buy. Cinema’s powerful attributes, when combined with TV, delivers scalable incremental reach and delivers over 30% lift versus important purchase indicators such as Brand Recall, Intent to Buy and Brand Recommendation.
Chief Revenue Officer Jim Tricarico, who recently joined Screenvision after 12 years at Nickelodeon as EVP of Sales, introduced the new sales approach. Tricarico pointed out, “Our plan revolutionizes cinema advertising by fully aligning with the TV and Video buying process, touting new offerings of demo guarantees, seasonal pricing, show-parting and creative flexibility. “
“Cinema not only delivers great scale, but is the most powerful, immersive and captivating environment for video ads,” added Tricarico. “Moviegoers are drawn to see the world’s greatest content, and their affinity for the experience puts them in a highly receptive mindset, delivering unrivaled results, including 56% Ad Recall and 10:1 Ad Likeability compared to TV.”
“As someone who has spent the last 12 years within TV ad sales, I realized that in-cinema had to create a comparable model to present our offering to media buyers,” continued Tricarico. “We think this new approach, and flexibility will help advertisers better connect with the increasing number of consumers who are being lost to declining ratings in broadcast and cable.”
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place Based (DPB) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Digital place-based screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.