Silver Screens Playbook: Screenvision To Guarantee On Nielsen Demos

Screenvision, which operates the country’s second-largest cinema advertising network, has signed a deal with Nielsen extending their relationship. It will give Screenvision continued access to Nielsen data, which the company uses to back up demo guarantees to big cinema advertising clients.
 
The deal enables Screenvision to draw on data gathered by Nielsen’s Cinema Audience Measurement service to verify that various cinema ad clients are reaching their target audiences with post-campaign reports delivered on a weekly basis. Screenvision guaranteed audience demos to clients including Taco Bell, ConAgra and Magna Global as part of upfront commitments agreed earlier this year.
 
The partners also revealed that Nielsen is planning to expand the sample size for its CAM service with online demographic surveys beginning in the fourth quarter, which should provide Screenvision and its ad clients more specific data and faster data delivery.
 
Screenvision chief revenue officer Jim Tricario stated that the audience demo guarantees are part of a larger push to align the ad buying process for cinema with other video media, which also includes seasonal pricing, show-parting and the creative flexibility enabled by digital delivery systems.
 
Earlier this year, Screenvision introduced a number of new advertising products and partnerships. These included new integrated branded content programs, which allow advertisers to reach moviegoers with short-form branded comedy content focused on Hollywood vignettes.
 
Screenvision also announced a partnership with Shazam, integrating Screenvision ads with Shazam’s mobile platform. Moviegoers can use the Shazam app to connect directly to brands to receive special offers, participate in sweepstakes, access bonus content and share content and offers via social media

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