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.
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.”
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.