National CineMedia (NCM) Upfront 2016: For America's Movie Network, It's All about Millennials, Content, and Data
NCM's new CEO,
Millennials
NCM's newly
appointed president,
NCM also unveiled new research from a joint study with Omnicom Media Group's Annalect and CivicScience about Millennials' movie-going habits, which offers some great insights for advertisers, studios and theater owners. Millennials make up the largest frequent movie-going age group, and this generation is highly invested in the overall movie-going process:
- Millennials are 50 percent more likely than the general population to say that movies are a passion of theirs.
-
Millennials want to talk about their movie-going experience, and are
more likely to be influenced by social media (Facebook and
YouTube in particular). - 46 percent of Millennials aim to go to the movies on a film's opening weekend.
- The most frequently reported reason for seeing a movie in a theater is that Millennials don't want to miss out by waiting until a movie is available at home.
- Exclusive theatrical formats like IMAX and 11.1 surround sound, coupled with luxury amenities like recliner seating and upgraded food options, are key drivers for a generation willing to pay more for a better experience.
- Millennials are the age group most likely to purchase movie tickets in advance.
-
86 percent of Millennials arrive early to the movie theater.
Click here to view the full study, Now Showing: Millennials' Movie-Going Experience.
Marks added, "And we all know, Millennials don't just want content
pushed out to them; they like to personally interact with it as well.
We've listened to the demand for brand interactivity, and NCM is proud
to be working with
Content
2015 was the biggest year ever at the movies, but as
The 2016/17
movie season truly has something for everyone, with great new film
slates from established and emerging studios alike. NCM showcased
content from several highly-anticipated movies throughout its
presentation, including The
Edge of Seventeen, a wry coming-of-age comedy from STX with a
refreshingly authentic voice introduced by
Marks added, "Film planning has really changed in recent years, and the studios have recognized the need to spread out major releases throughout the year. There's still a myth out there that only summer and holiday movies deliver big audiences, but NCM's 1st Quarter 2016 Millennial audience was 97% of our 4th Quarter attendance — nearly identical — which just goes to prove that cinema is a year-round advertising solution for brands."
Data
"NCM is the connector between brands and movie audiences," NCM Chief
Revenue Officer
Fogel then went on to introduce the new and exciting ways that America's Movie Network is bringing cinema advertising into today's world of enhanced targeting and big data:
-
Effective this upfront cycle, with the full rollout of NCM's Cinema
Audience Targeting Optimizer (
CATO ), advertisers to go beyond targeting by MPAA rating (G/PG, PG13 and R) to build media schedules at the film and genre level. NCM can now more effectively target a brand's key audience by matching it to the movie titles and/or genres that can best deliver that audience in a given campaign schedule. -
To further enhance the connection between brands and movie audiences,
NCM will also be filtering media schedules through its new Nielsen
Marketing Cloud Data Management Platform (DMP). NCM's DMP
will house thousands of first-, second- and third-party consumer data
sets, including rich moviegoer data derived from loyalty programs,
mobile panels, beacon networks and credit card purchases. NCM's
alliance with the Nielsen Marketing
Cloud DMP — the first of its kind in the cinema industry — will allow it to offer transaction-based insights, better targeted campaigns, and closed-loop ROI. - NCM's Cinema Accelerator identifies moviegoers' mobile devices as they enter a theater, and re-engages them with a brand's messages wherever they are consuming content — on mobile, social, or online. This additional digital touchpoint provides an ideal way to leverage a big screen ad with small screen activations to drive traffic and transactions.
Fogel concluded, "Aside from all of the predictive data that we can provide on the front end, quantifying business lift is the key ROI metric that we are all being held accountable for today. Our physical locations give us the unique ability to track audiences from our theaters to your businesses. By working with geo-location based research companies, we have partnered with clients to conduct dozens of studies in the retail, QSR, and CPG categories. The results have been consistent, and almost startling, in terms of incremental traffic and sales lift!"
CEO
About National CineMedia (NCM)
National CineMedia (NCM) is America's Movie Network. As the #1 weekend
network in the U.S., NCM is the connector between brands and movie
audiences. More than 700 million moviegoers annually attend theatres
that are currently under contract to present NCM's FirstLook
pre-show in over 40 leading national and regional theatre circuits
including
View source version on businesswire.com: http://www.businesswire.com/news/home/20160518005359/en/
MEDIA CONTACTS:
amy.finnerty@ncm.com
or
leslie.obletz@ncm.com
or
ARTWORK:
http://nationalcinemedia.smugmug.com/
Source:
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