National CineMedia, which operates the country’s largest cinema advertising network, is launching three new cinema advertising and entertainment products for the big screen, as well as mobile and online.
The first new NCM ad offering comes courtesy of a deal with Funny Or Die, the comedy Web site founded by Will Ferrell and Adam McKay. The partnership offers advertisers the opportunity to integrate their brands into customized comedy content that will appear as part of NCM’s “FirstLook” pre-show package of entertainment and advertising.
It can also be extended online to NCM’s Web site and mobile platform.
NCM also announced that it will begin distributing sponsored programming from Vevo, which maintains a library of music video and entertainment content, connecting brands with movie audiences through music content in the theater and online.
Finally, NCM also introduced “A Taste of the Movies,” a new pre-show advertising feature in which celebrity chefs recreate dishes from well-known movies, offering further opportunities for brand integration.
In November of last year, NCM launched a new vertical mobile ad network targeting 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.
It 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’s “Movie Night Out” mobile app, also launched in 2011, has been downloaded over 1 million times, according to the company -- offering moviegoers reviews, trailers, show times, theater locations, ticketing by Fandango and social integration with Facebook, Twitter, and Foursquare, among others.
The company recently expanded its mobile marketing capabilities with the introduction of CinemaSync, which uses image and audio recognition technology to sync with other cinema advertising elements -- including digital lobby displays, posters, and concession materials -- to deliver a variety of content, coupons and other deals and offers to theater patrons on their mobile phones.