Screenvision announces new buying process aligned with TV model
Leading cinema-advertising company Screenvision announced the first alignment of the cinema-ad buying process with TV, including a commitment to offer demo guarantees supported by Nielsen’s Cinema Audience Reports to the national advertisers participating in the 2013 Upfronts. The announcement was made on April 24 at Screenvision’s first-ever Upfront presentation, themed “Front and Center,” before more than 600 advertising and media executives at New York’s landmark Ziegfeld Theatre.
“The media industry is at an inflection point, as advertisers are aggressively seeking out audience replacements to mitigate the significant ratings decline across broadcast and cable TV,” said Travis Reid, chief executive officer of Screenvision. “In contrast, moviegoing attendance has been very consistent over time, and in fact increased 6% in 2012 to 1.36 billion attendees.”
“Over the past year,” Reid continued, “we’ve quietly primed ourselves to take advantage of this growing need in the market. We’ve engineered a new sales team, headed by one of cable TV’s most successful ad sales executives, Jim Tricarico, and with a new flexible plan for buying cinema advertising, we are poised to be a meaningful and compelling option for advertisers in this year’s Upfront.”
Chief revenue officer Jim Tricarico, who recently joined Screenvision after 12 years at Nickelodeon as executive VP of sales, introduced the new sales approach, noting, “Our plan revolutionizes cinema advertising by fully aligning with the TV and video buying process, touting new offerings of demo guarantees, seasonal pricing, show-parting and creative flexibility.”
Screenvision’s first commitment under the new plan is with Taco Bell and the company expects to announce several additional commitments with brands and agencies over the coming weeks.
“Cinema not only delivers great scale, but is the most powerful, immersive and captivating environment for video ads,” Tricarico stated. “Moviegoers are drawn to see the world’s greatest content, and their affinity for the experience puts them in a highly receptive mindset, delivering unrivaled results, including 56% ad recall and ten-to-one ad likeability compared to TV.”
“As someone who has spent the last 12 years within TV ad sales, I realized that in-cinema had to create a comparable model to present our offering to media buyers,” he declared. “We think this new approach and flexibility will help advertisers better connect with the increasing number of consumers who are being lost to declining ratings in broadcast and cable.”
Screenvision also announced an exclusive new partnership with Shazam, a leading media engagement company that will bring the Shazam for TV™ advertising platform to the Screenvision theatre network. The marriage of Screenvision’s big-screen content with Shazam’s mobile platform will enable advertisers to connect with moviegoers at the moment of awareness. Moviegoers will now be able to connect directly to brands for a deeper level of engagement with special offers, sweepstakes, bonus content and outlets to social media.
At the Upfront, Screenvision also announced its Emerging Filmmakers Series, an initiative that focuses on working with mew filmmakers to create branded content for advertisers in the Screenvision preshow, and integrated branded content programs produced with leading content producers My Damn Channel, around branded comedy content, and ENTV, focused on inside-Hollywood vignettes.