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Screenvision’s ‘Connected Cinema’ Drives 15 Percent Lift In Retail Store Traffic

The cinema ad network is expanding its use of beacons and geo-fencing to retarget moviegoers after they leave the muliplex, Screenvision Media said as executives unveiled new partnerships and tools at its upfront showcase.

Screenvision Media’s use of geo-fencing and beacons has driven an average 15 percent lift in store visitation rates for its retail partners, executives of the cinema ad network touted during its upfront presentation on Thursday night.

Screenvision, which runs advertising at roughly 2,300 movie theaters, is broadening its work with a range of tech companies, including new partners such as MovieTickets.com, gaming portal Timeplay, movie merchandising platform EdisonX, and proximity services provider Gimbal.

Those alliances will complement the expanding work Screenvision is doing with existing partners Shazam, geo-data specialist SITO Mobile, and mall-focused beacon operator Mobquity Networks, which have helped power the Project Lynx. Debuting at Screenvision’s 2015 upfront, Project Lynx offers national retail marketers and agencies greater ability to connect geo-targeted ads at and near movie theaters to drive in-store purchases. The effort was expanded this past January with the addition of Mobiquity and Gimbal.

“When we launched Project Lynx last year, we were really excited to look at the data and figure out where moviegoers are going after they leave the theater,” Christine Martino, Screenvision’s VP for national ad sales, told GeoMarketing. “When you place an ad in cinema, we can then connect how many of those people who saw the ad went to a retailer. And over the last four months of testing, we saw a 15 percent lift in the amount of foot traffic involving people who went to the movies and then went to a retailer within the next seven days.”

The 15 percent lift reflects only moviegoers who opted-in to Screenvision’s system. “That store visitation number is totally unduplicated and unique; we removed consumers who had already been going to those stores previously,” Martino added.

Screenvision Media's John McCauley discusses the expanded relationship with Shazam.
Screenvision Media’s John McCauley discusses the expanded relationship with Shazam.

Now Playing: Attribution In 3D

Screenvision’s next step for its proximity program is to move beyond retail into other marketing categories, such as automotive and quick service restaurants.

“We want to be able to tell how many moviegoers we can connect to a dealership or to a local Wendy’s,” Martino said. “We know it’s happening. But to be able to show that and direct that foot traffic more clearly is one of our goals.”

With the theme of “Connected Cinema” amplifying its message to advertisers and media buyers, Screenvision is attempting to position itself as the “primary, most impactful screen” that gives consumer brands the ability to fully engage with and target audiences during every step of their movie-going journey.

For example, the alliance with MovieTickets.com, the remote movie ticketing service, allows Screenvision Media to invite brands to begin connecting with consumers from the start of their cinema experience – when they search for movies and purchase a ticket. Consumer brand advertisers will also be given the opportunity to extend the reach of on-screen campaigns to the digital publisher’s sites such as MovieTickets.com and Hollywood.com.

In turn, MovieTickets.com also provides analytics about consumers’ purchase behavior, as well as back-end data to elevate campaign success measurement. This data is added to the information gathered through mobile technology alliances with SITO, Mobiquity, and Gimbal, said John McCauley, Screenvision’s chief strategic development officer

The work with its tech partners reflected the need to tap into and generate greater intelligence around its marketing programs, McCauley said, following his presentation. And on top of that, Screenvision is now using comScore’s Attribution and Planning Tool to deepen its own planning, targeting, and attribution tools.

“Project Lynx was our first foray into getting smarter about targeting and showing cinema advertising’s influence after consumers leave the theater,” McCauley said. “The goal was to show the attribution we can deliver, as well retargeting moviegoers. This year, because all the things that we learned, we absolutely got smarter. In that sense, working comScore is putting us in in even better position to better understand consumers on the front end, insight to connecting movie going ticket purchase with behaviors.”

Additionally, Screenvision Media has a renewed affiliation with Shazam. In addition to tapping into Shazam’s enhanced audio and visual recognition abilities, Screenvision will be working exclusively with the company on the creation of branded Shazam Sessions. These segments will give brands the opportunity to align themselves with top musical artists for the creation of on-screen content.

“With Sessions and Screenvision, moviegoers will be able to open Shazam and unlock curated, sponsored content,” McCauley said. “The brands we work with will have a connected story that starts at the theater. Too often people just take technology, they put it online and that’s it. We can offer a fuller, cross-screen experience.”

TV ratings are declining, viewability issues have put digital in doubt, Screenvision Media's Katy Loria said
TV ratings are declining, viewability issues have put digital in doubt, Screenvision Media’s Katy Loria said

Taking On TV Budgets

In 2015, the cinema advertising industry posted a 15.6 percent increase in national/regional revenue with sales topping $700 million.

CEO John Partilla and CRO Katy Loria took direct aim at the notion of television being advertisers’ and consumers’ definition of the “primary screen.”

Executives stated that with TV ratings declining for a sixth year in a row and viewability issues suggesting advertisers’ doubts about the efficacy of online display advertising, the movie screen should be considered central, Loria said.

To make that case against TV, Screenvision is working with Nielsen Fusion to provide apples-to-apples comparison of TV and movie theater audience metrics.

“Cinema is very well-positioned to respond to the increasing demand for premium video. As the industry’s recent revenue reports indicated, cinema advertising is no longer at the precipice of change – the line has been crossed,” Loria said. “We are excited to help brands realize the full potential of cinema’s unrivaled impact with our elevated Connected Cinema offerings, and continue to show them that not all impressions are created equal.”

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.