SCREENVISION UNVEILS POWERFUL TARGETING AND CONTENT INITIATIVES AT UPFRONT EVENT, CREATING UNPARALLED IMPACT FOR ADVERTISERS
- Company Introduces a Big Data and Insights Initiative Referred to as Project Lynx; Aligns with SITO Mobile to Enhance Audience Targeting
- Introduction of New Content Strategy – Front & Center 0N – Creates Industry Leading Platform for Brands to Showcase Content within Preshow
New York, N.Y., May 7, 2015 – Screenvision, a national cinema advertising leader, today announced the roll out of Project Lynx, a strategic big data and insights initiative to bolster audience targeting. The initiative will integrate behavioral data yielding new insights beyond age and gender to create a powerful ad targeting tool. Screenvision is offering select agencies and brands an opportunity to become early participants of Project Lynx to help shape, build, and customize the offering to best suit their needs. The announcement was officially made at the Company’s upfront event at the Skylight at Moynihan Station.
Project Lynx is a powerful combination of third-party consumer purchase data, as well as data collected through mobile technology, including geo-fencing and beacons. Screenvision will be working with a third-party market research and data insights leader to provide the base layer of consumer data. Screenvision also announced an alliance with mobile leader, SITO Mobile (OTCQB: SITO), which will collect information on movie goers through its state-of-the-art geo-fencing mobile data management platform. Screenvision will use this combined data to develop insights that further reinforce precision on-screen targeting, as well as use SITO’s technology to enable advertisers to extend their engagement with moviegoers by retargeting messaging to their devices once they leave the theater.
Screenvision’s audience targeting also now enables advertisers to reach a more potent concentration of their key demographic by matching movies to audiences based on titles, not solely MPAA ratings. This is done through precision targeting using Nielsen Cinema Audience Report and Screenvision’s proprietary campaign management system.
“The powerful combination of cinema’s impact paired with these new targeting capabilities enable Screenvision to better reach a brand’s intended target,” said Katy Loria, EVP, National Advertising Sales, Screenvision. “All screens are not created equal. Screenvision directly addresses the issues of viewability and audience demographics, while delivering a customizable platform.”
While TV ratings continue to decline, cinema has shown stability and is expected to have the biggest box office ever in 2015 with a powerful slate of blockbuster films for 2016. This content viewed on a 40-foot screen in an unskippable environment, ensures brand messages are impacting key audiences – an audience with deep purchasing power. Additionally, research has shown that audiences are connecting with ads shown in cinema. According to Lieberman Research Group, moviegoers had 59 percent ad recall and were 79 percent likely to purchase a brand, and 76 percent more likely to recommend a brand after seeing it in movie theaters.
“Advertisers today find it increasingly difficult to break through and reach their desired target. Between fragmentation, an oversupply of inventory and dwindling audiences, success can no longer be measured by impressions,” said Loria. “Impact is the new currency, and Screenvision has the right audience, environment, platform, and content to provide the highest impact brand messaging in the industry.”
New Programming Strategy Highlights Long-form Content
As a direct response to brands’ increased investment and interest in content marketing, Screenvision announced a new preshow platform available exclusively to upfront advertisers – Front & Center ON. The new platform offers brands a powerful showcase to share their own branded content. Advertisers will be integrated into a preshow as programming partners, and will be given category exclusivity rights within the preshow, flexibility for placement and length, as well as opportunities for targeting, research, and reaching moviegoers outside the theater. Front & Center ON will be offered in the Upfront starting June 1.
“We are acutely aware of the investment that brands make in storytelling, and we believe that we have always had the best storytelling platform,” said John McCauley, CMO, EVP & Strategic Alliances, Screenvision. “Our research indicates that when ads are combined with content in our preshow, there is a great increase in key brand measures like purchase intent, likability and ad recall. We are very pleased to offer what we consider to be the most robust content platform in media to reach a highly coveted audience.”
Screenvision’s creative studio, 40 Foot Solutions, will continue to innovate and produce industry leading branded content solutions for brands that do not have their own content. Additionally, Screenvision has deepened its relationships with studios to offer unique ways to connect brands with upcoming blockbuster films. Capabilities include co-branded promotions and integrated long-form content.
Get Into the Movies Upfront Event
Screenvision’s experiential upfront event, entitled ‘Get into the Movies’, took the company’s annual presentation out of the expected movie theater setting and into the transformed Skylight at Moynihan Station. To demonstrate the unrivaled impact that only cinema advertising can deliver, Screenvision invited audience members to physically become a part of the movies and interact with three working movie production sets filled with actors, directors, and crew.
The upfront event was produced by Empire Entertainment, and a showcase of the upcoming movie slate was produced by Screenvision programming partner, @Hollywood. 40 Foot Solutions produced other on-screen elements for the show, and Christie Digital provided interactive, user-driven video walls throughout the event space.
For more information and the latest announcements on Screenvision, please visit Screenvision.com.
Headquartered in New York, N.Y., Screenvision is a national leader in cinema advertising, offering on-screen advertising, in-lobby promotions and integrated marketing programs to national, regional and local advertisers and providing comprehensive cinema advertising representation services to top tier theatrical exhibitors presenting the highest quality moviegoing experience. The Screenvision cinema advertising network is comprised of over 14,300 screens in 2,300+ theater locations across all 50 states and 94% of DMAs nationwide; delivering through more than 150 theatrical circuits, including 6 of the top 10 exhibitor companies. For more information: http://www.screenvision.com.
About SITO Mobile Ltd.
SITO Mobile provides a mobile engagement platform that enables brands to increase awareness, loyalty, and ultimately sales. For more information visit www.sitomobile.com.
 Source: Lieberman Research Group 2012-2014, All studies (n=13,323).
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