In what National CineMedia is describing as a first for Super Bowl advertising, Kia Motors America has premiered its big Super Bowl spot somewhere other than the Super Bowl -- namely, on NCM's digital network, reaching movie theaters across the country. The 60-second spot, "Drive the Dream," will premiere on 18,000 screens nationwide on Feb. 2 as part of NCM's "First Look" pre-show package of entertainment and advertising.
This week InWindow Outdoor announced a pilot program to create fixed "experience stations" in malls and hotel locations nationwide. The stations, which were created in partnership with Intel, are free-standing, seven-foot-tall interactive kiosks that will enable InWindow to develop a variety of "immersive" brand experiences, including gesture interaction, multi-touch screens and near -field-communication capabilities.
Audience measurement for digital out-of-home is arguably advancing faster than for any other medium, thanks to technologies that allow DOOH displays to recognize key demographic characteristics and track the degree of engagement among viewers.
Showing a Super Bowl ad to cinema audiences results in significantly increased ROI, according to a survey of viewers conducted after last year's Super Bowl by Lieberman Research on behalf of national cinema advertising company Screenvision.