With all the craziness going on in the digital space, we’d like to shift our attention to yet another piece of the marketing puzzle that has been doing very well, yet receiving very little attention.
Advertising in the movie theater.
Typically lumped into Out-of-Home media, movie advertising has been growing by the millions in the past couple of years. One of the biggest players, National CineMedia (NCM), has been recognized in that growth.
It's not hard to see why movie advertising has grown so much. With the amount of access a typical consumer has to be entertained, it can't be the immediate gratification of seeing the movie that keeps people going. It's an experience. It is part of a consumer's narrative that they went to a movie theater, and watched a film with a bunch of strangers around them. Perhaps they went out to dinner, or planned on going out after the movie. It is the experience that a theater can provide that separates it from any streaming solution.
Naturally, then, ads that play before the movie have a chance to tell a compelling story to an audience that is eagerly waiting to be compelled.
And brands are catching on. News from BusinessWire indicates that NCM and STRATA, a big media-buying company, have partnered up in order for STRATA to offer NCM pre-show inventory in its database.
That's a big deal. Advertising on NCM's First Look and everything around it just got more interesting.
According to the press release, the rollout will start slow, with the top 25 DMAs being released immediately and the rest of the 187 DMAs to be available halfway through the year.
It is cool to see NCM acknowledge its potential and partner with a big-wig like STRATA. It will be an interesting story to follow.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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