• by Tobi Elkin  @tobielkin, May 3, 2017

National CineMedia (NCM) on Wednesday said it partnered with ad-tech firm Mediaocean to enable agencies to implement convergence buys with NCM’s video cinema advertising inventory and spot TV.

NCM is now available in media planning/buying systems, including STRATA, Cadence (Horizon), TARDIIS (Starcom/Mediavest), PAVE (GroupM), Matrix (Magna, Initiative, UM), T-View, Telmar’s All Media Planner (Carat), and Nielsen Media Impact (OMD, Hill-Holiday, MediaCom, Havas).

NCM said that beginning in November, Mediaocean will also include Nielsen Custom Cinema Research Metrics for NCM in Spectra.

The goal is to enable easy purchases of cinema inventory, including planning, buying, RFPs and billing in nearly 100 local markets across the country.

“As TV ratings continue to shrink and media buyers need ratings points in local markets, cinema is a great premium video option for reaching engaged, affluent, and influential younger audiences who tend to be light TV viewers,” stated Dan Thomas, NCM's vice president, national spot sales.

NCM said its audience reach extends to more than 750 million moviegoers.