National CineMedia Launches Mobile Ad Network
National CineMedia, one of two dominant U.S. cinema advertising companies, has launched a new vertical mobile ad network targeting on-the-go movie patrons in partnership with Mobile Theory. “The Mobile Movies Network,” operated by NCM Media Networks, includes both mobile sites and apps targeting key audience segments at the local city and DMA level, with additional segmentation available based on handset and device, carrier, and daypart targeting.
The Mobile Movies Network includes a new mobile ad product called Tap2 -- a mobile banner that expands when the user taps it to reveal response mechanisms, including a video player, a map to nearby retail locations, or coupons and promotional codes. NCM is touting these interactive elements as a means to driving consumer engagement with mobile advertising, as well as more precise measurement of consumer response.
Ian Owen-Ward, senior vice president of online and mobile for NCM Media Networks, noted that “more and more people are using their mobile device to check in on social media sites, research actors, check viewer reviews, and post opinions after watching a film.”
NCM’s “Movie Night Out” mobile app, launched earlier this year, has already been downloaded over a million times, according to the company.
Last year NCM unveiled a multiplatform movie content and advertising alliance with Flixster, allowing marketers to reach movie fans in theaters, online and via mobile devices. The mobile component included Flixster and RottenTomatoes’ combined mobile properties, which at the time reached an estimated 3 million moviegoers every weekend via mobile apps for the iPhone, iPad, BlackBerry and Android-powered devices.
Earlier this month, NCM reported that total revenues increased 8.2% to $136 million in the third quarter, compared to $125.7 million last year. Advertising revenue increased 8% to $127.1 million, due partly to a 10.5% increase in attendance at NCM’s network of affiliated theatres.
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