Moving to keep pace with
online video, out-of-home video ad networks are introducing new products for digital distribution and measurement, which should speed up delivery times and improve audience targeting. This week,
cinema advertiser NCM Media Networks unveiled a new, faster system for bringing digital video ads to theater screens, while CNN announced CNN All Screen, a new post-buy analysis that includes
demographic information for out-of-home audiences.
NCM Media’s Turbo program -- currently being tested in select markets in San Diego, Los Angeles, Fresno-Bakersfield, Las
Vegas, Reno and Hawaii -- allows advertisers to get their ad creative into NCM’s FirstLook pre-show program within 72 hours. That’s a substantial improvement over the typical lead-time of
10 to 20 days for cinema advertising. It should benefit regional and local advertising clients who employ time-sensitive promotional advertising.
According to Cliff Marks, president
of NCM sales and marketing, Turbo “opens up a whole new business for cinema that was previously only possible for TV or radio. Auto Dealerships will be able to run weekly targeted retail promos,
mortgage companies will be able to advertise current rates, restaurants and retailers will be able to tout weekend specials and holiday sales.”
Marks said NCM will test Turbo in
the above-named markets for six months and then roll it out nationally in late 2014, if all goes according to plan.
On the measurement side, CNN Ad Sales recently unveiled CNN All
Screen, a cross-platform measurement service that aims to provide a more complete picture of CNN audiences, including out-of-home viewing.
The All Screen service fuses Nielsen National
PeopleMeter data with Nielsen Audio (formerly Arbitron) Portable People Meter data to capture the total demographic audience for each advertising client’s buys with CNN, limited to linear
viewing; that data will now be included in advertiser-specific post buy analysis for all television schedules with the network.