Adspace Networks Adds The Movie Theater Lobby Screens Of National CineMedia
(NCM) And Cinema Scene To Offer A New, Larger Digital Place-Based Network To
The Combination of Cinema Lobby Screens With the Adspace Digital Mall Network
Will Reach A High Concentration of Millennials and Be Measured By Nielsen
NEW YORK, June 9, 2014
NEW YORK, June 9, 2014 /PRNewswire/ --Adspace Networks is entering into a
joint selling agreement with National CineMedia (NCM) and Cinema Scene to
create a new, larger digital place-based network that will now include screens
in movie theater lobbies.
Adspace / NCM / CM
Combined with the Adspace Digital Mall Network, one of the nation's largest
Nielsen-measured digital place-based networks, the screens of NCM's Lobby
Entertainment Network (LEN) and Cinema Scenes' cinema lobby Trailervision
network — which together include a total of 1,700 theaters with 3,600 lobby
video screens — will offer extensive reach against the elusive millennial
"The combination of the two cinema lobby networks with Adspace's existing mall
network makes for a powerful new digital place-based advertising platform,"
said Joe Ross, Managing Partner, Cinema Scene. "Adspace is now a one-stop
digital place-based shop, providing meaningful scale and ad frequency against
the younger audience."
"It makes perfect sense to join forces with the digital place-based experts at
Adspace to incorporate our cinema lobbies into a larger national digital
place-based network, in addition to continuing to include the LEN in our own
integrated on-screen, on-site, online and mobile cinema advertising
offerings," said Cliff Marks, President of Sales & Marketing, National
CineMedia (NCM). "As NCM increasingly focuses on the video marketplace, the
Adspace management team's focus on selling the on-the-go consumer to the
digital place-based media industry will now give brands an even easier way to
reach our combined audiences nationwide."
The cinema network will contain three types of screens in theater lobbies: 52"
portrait screens, 42" landscape screens, and 138" video walls. All screens
have full motion video and audio, and will showcase a new four-minute loop,
allowing for greater advertising frequency and stronger ad recall. The content
will remain consistent with current lobby network entertainment offerings,
which include movie trailers and behind-the-scenes features.
For the first time, these movie theater lobby screens will also be included
the Nielsen Place-Based Video Report, the quarterly industry standard for
measuring audience exposures for video networks in place-based locations,
beginning in the second quarter of 2014.
"This new larger digital place-based network provides advertisers an
affordable means of achieving continuity against the coveted mall and
movie-going audience," said Susan Danaher, Chief Revenue Officer, Adspace
Networks. "This new larger network now delivers the younger mall and movie
theater audience measured by Nielsen very efficiently with sufficient
frequency to drive high consumer ad recall."
The cinema lobby video screens can be sold in combination with the Adspace
Digital Mall Network, forming a new combined national digital place-based
network that consists of nearly 2,000 venues and 6,500 screens, reaching an
unprecedented 32 percent of both Adults 18-34 and Adults 18-49 every four
This new combined network provides an efficient way to reach light TV viewers
who are affluent, busy, outgoing "Swayable Shopaholics," and represent a truly
desirable demographic. In fact, moviegoers (saw a movie in the past 90 days)
and mall shoppers (visited a mall in the past 30 days) are 30 percent more
likely to fall into the lightest TV viewing quintile (Index 130 against all
adults). Importantly, malls and theaters are also particularly strong when TV
is weak during summers and weekends.
"Adspace now provides clients with the opportunity to easily buy massive,
place-based video reach with a national footprint and tremendous scale," said
Dominick Porco, CEO, Adspace Networks. "We know this audience very well.
Heavy mall visitors and moviegoers are very similar in that they are young,
upscale, thought leaders, style conscious and, perhaps most importantly, light
TV viewers. We can deliver on-the-go consumers in a transactional frame of
mind while in happy, entertainment-oriented environments. It is the epitome of
About Adspace Networks, Inc.
Adspace Networks, Inc. owns and operates the Adspace Digital Mall Network, the
largest Nielsen measured digital place-based video network in the country, and
the Adspace Cinema Lobby Network, the largest in-lobby video advertising
network. The Mall and Cinema Lobby networks provide a national footprint with
tremendous scale and particular strength in the top markets, consisting of
nearly 2,000 venues and 6,500 screens, in 189 DMAs, representing 98% of the
United States. Combined, both networks reach nearly one-third of all adults
18-49 per month, and are particularly effective at reaching teens and young
adults. Adspace is a charter member of the Digital Place-based Advertising
Association (DPAA), an organization providing standards and best practices for
the digital place-based video advertising industry.
About National CineMedia (NCM)
National CineMedia (NCM) operates NCM Media Networks, the #1 weekend network
in America and the largest cinema advertising network reaching moviegoers
on-screen, on-site, online and on mobile devices. NCM offers captivating
entertainment content, national reach and unparalleled audience engagement
across its digital in-theater network of over 19,800 screens (100% percent
digital) in over 1,500 theaters in 183 Designated Market Areas® (49 of the top
50). During 2013, approximately 710 million moviegoers attended theaters that
exclusively present NCM's FirstLook pre-show program, including AMC
Entertainment Inc., Cinemark Holdings, Inc., Regal Entertainment Group, and 40
other leading regional theater circuit affiliates. National CineMedia, Inc.
(NASDAQ: NCMI) owns a 45.8% interest in and is the managing member of National
CineMedia LLC. For more information, visit www.ncm.com.
About Cinema Scene Marketing and Promotions, LLC.
Cinema Scene Marketing, headquartered in Overland Park, Kan., delivers
promotional marketing and merchandising solutions to cinema clients via
concessions packaging, digital signage and marketing services. Cinema Scene's
industry leading solutions can be found in most of the top cinema circuits in
Cinema Scene Media is a series of media networks which reach over 300 million
cinemagoers annually. Its flagship TrailerVision™ network provides Digital
Out-of-Home (DOOH) advertisers a media network to reach the highly desirable
and captive movie going consumers via a dynamic mix of LCD displays and video
CONTACTS: Anne Donohoe / Renatta Siewert
KCSA Strategic Communications
212-896-1261 / 212-896-1251
email@example.com / firstname.lastname@example.org
Amy Jane Finnerty
National CineMedia (NCM)
SOURCE Adspace Networks
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