The cinema industry has historically remained anchored in the analog era, showcasing movie trailers and static ads. However, a new trend is emerging that is reshaping the way advertisers connect with audiences on the big screen – the rise of programmatic advertising in movie theaters. National CineMedia (NCM), a major player in the cinema advertising space, has taken a bold step by introducing programmatic ads to its vast network of screens across the United States. This move is poised to transform not only the way advertisers approach cinema audiences but also how viewers experience ads during their moviegoing journey.
National CineMedia (NCM) recently made headlines with its announcement to launch programmatic ads on its extensive network of 20,300 screens in 1,600 theaters across the US. This transformative initiative is set to kick off in the fourth quarter of this year, marking a significant shift in the way advertisers engage with moviegoers. The company’s programmatic ads will leverage its proprietary NCMx data and analytics platform, introduced during the 2022 upfront season, to deliver more targeted and relevant ad experiences to audiences.
NCM’s foray into programmatic cinema advertising brings a range of unique advantages that set it apart from other advertising mediums. Unlike streaming platforms where ads can be skipped or muted, cinema ads command the full attention of the audience. This captive engagement opens the door to effective storytelling and message delivery. Moreover, NCM’s programmatic approach allows advertisers to precisely determine the audience’s location and viewing behavior, minimizing the uncertainties that often accompany programmatic campaigns in other contexts.
However, the introduction of programmatic ads in movie theaters does raise certain challenges. While NCM’s programmatic solution offers an opportunity for personalized advertising, the cinema environment is not one where audiences typically expect tailored content. The collection of data to enable such personalization could raise concerns about privacy and data sharing. Retargeting, the practice of serving ads based on past engagement, could also potentially disrupt the immersive moviegoing experience and be perceived as intrusive by some patrons.
Evelyn Mitchell-Wolf, an industry analyst, underscores the importance of addressing privacy concerns in this context. Advertisers must carefully balance the benefits of data-driven targeting with the need to respect users’ privacy preferences. Transparency and consent become pivotal in building trust and ensuring a positive viewer experience.
The movie theater industry has faced its share of challenges, particularly with the rise of at-home streaming options and the impact of the COVID-19 pandemic. Despite a shift in audience behaviors and preferences, recent successes like “Barbie” hitting the billion-dollar mark at the box office highlight the enduring appeal of the cinema experience. While box office sales faced a minor decline, the industry is showing signs of recovery as patrons gradually return to theaters.
The integration of programmatic advertising is a significant leap forward for cinema advertising, aligning it more closely with the digital ecosystem. NCM’s move follows a broader trend in the industry, where major players like Screenvision have also adopted programmatic approaches. By marrying location data with audience segmentation, these platforms aim to provide advertisers with the tools needed to tailor their messages effectively and measure campaign success in real time.
One of the key drivers of this transformation is the wealth of first-party data available to in-cinema advertising networks. NCM and Screenvision have launched data platforms that allow advertisers to match their own data with geographic, behavioral, and contextual information. This fusion of data empowers advertisers to optimize their campaigns and achieve higher returns on investment, as exemplified by a significant return on ad spend achieved by a consumer packaged goods brand partnering with Screenvision.
As the broader programmatic digital out-of-home (DOOH) landscape explodes with growth, the trend toward programmatic cinema advertising is expected to follow suit. The potential for targeting, personalization, and audience engagement in this setting could prove highly attractive to advertisers seeking innovative ways to connect with their target markets.
The transition to programmatic advertising on the big screen is just the beginning of a transformative journey for the cinema industry. The seamless integration of programmatic into the cinema environment, from pre-show screens to hallway displays, showcases the potential for a more immersive and engaging ad experience. This shift could redefine cinema advertising, making it a dynamic and results-driven component of advertisers’ media strategies.
As the world of advertising continues to evolve, cinema advertising is stepping out of the shadows of the past and embracing the potential of the digital age. With programmatic ads offering unprecedented targeting capabilities and real-time data insights, the future of cinema advertising promises to captivate both advertisers and audiences alike. So, grab your popcorn and prepare for an exciting new era in the world of movie screen programmatic advertising.
