Screenvision Rolls Out 'Smart Screen,' Enables Brands To Contextually Target Audiences Based On Films
- by Joe Mandese @mp_joemandese, October 24, 2019
Cinema ad network Screenvision this morning said it has launched new technology enabling advertisers to target consumer profiles based on “specific movie viewings.”
Among other things, Screenvision said the technology, dubbed the “smart network,” can “measure how specific movies drive behaviors or purchases for advertisers,” claiming: “For the first time, brands can leverage campaign and movie-specific audience data to digitally engage with moviegoers.”
The announcement did not detail how the network achieves that, but it said it is powered by a digital “movie pixel” enabling advertisers to attribute “privacy compliant automatic content recognition” to audiences across its network of 15,000 screens in 2,300 theaters.
4 comments about "Screenvision Rolls Out 'Smart Screen,' Enables Brands To Contextually Target Audiences Based On Films".
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Hmm? So if I like sci-fi movies and a brand buys a commercial in the intermission before a sci-fi movie---any film, good or bad---- appears on the theatre's screen, this will result in better sales for my brand---because of the movie---not my ad? I wonder if they are willing to guarantee such results as part of the deal?
@Ed Papazian: There has actually been ample research showing a correlation between the context of a the programming and the effectiveness of the ads running in it going back to Television Audience Assessment in the early 1980s on forward. There was a pretty robust study done by Turner and Innerscope, and I believe that was repeated by Nielsen Neuroscience (but not 100% sure about that last part):
https://www.mediapost.com/publications/article/129490/context-rules-new-tv-audience-targeting-systems.html
In terms of guaranteeing on results, as you know that, most media to not do that. Getting them to gurantee on the input delivery is hard enough.
Joe, most of the research on this subject deals with as exposure and ad recall which, of course are related. Typically, people esposed to commercial breaks in high intensity shows like medical dramas are more apt to remain in the room when breaks appear because they are afraid of missing the advent of program content when the break is over. In most studies there's a modest lift in ad recall--about 10-15% ---due to this. However this does not mean that the viewer is more likely to be motivated by the ad as this requires the viewer to accept whatever pitch it is making. Here, the lifts, when they are noted, tend to be very small or non-existant. By the way, the folks at TAA tried to hire me way back then but I told them that their basic premise ---namely that TV advertisers should force the networks to put on more informative and meaningful content wasn't practical and that the measurements they were proposing were not practical metrics for most advertisers.
@Ed Papazian: No one implied the Screenvision technology will motivate people more than conventional advertising. That requires many other factors -- creative, message, product, offer, price, etc. -- but there's always been an assumption that if you reach the right people in the right context with the right product and message, that should be the outcome.