National CineMedia Announces Collaboration with Adelaide to Bring Cinema Attention Metrics to Campaign Planning and Optimization
20 Giugno 2023 - 3:00PM
Business Wire
New deal allows advertisers to evaluate media
campaigns based on attention score for cinema alongside other media
platforms
National CineMedia (NCM), the largest cinema advertising
platform in the US, today announced a deal with Adelaide, the
leader in attention-based media quality measurement, bringing
Adelaide’s attention transaction metric (AU) to the cinema
advertising industry for the first time.
Following NCM’s groundbreaking Attention Study where cinema
ranked #1 across all video platforms for attention scores, NCM’s
integration into the Adelaide platform will now allow brands to
analyze cinema alongside other media options as they plan their
campaigns based on the relative attention-based quality and value
of those ad impressions.
"Eye-tracking studies have shown that cinema media captures
attention at rates that far exceed other paid media channels. We’re
proud to bring AU measurement to NCM’s exceptional video platform,”
said Marc Guldimann, Adelaide CEO.
Adelaide’s AU is an omnichannel media quality metric
representing a placement’s probability of attention and subsequent
impact. It is generated by a machine learning algorithm trained to
proxy full-funnel outcomes from awareness to sales. This past year,
Adelaide conducted an analysis of nearly 40 case studies
demonstrating how AU has helped advertisers achieve an average of
31% upper-funnel and 56% lower-funnel lift compared to traditional
metrics. Since 2020, Adelaide has worked with dozens of brands,
including Microsoft, the NBA, the Coca-Cola Company, Anheuser-Busch
InBev, and Audi, and is the preferred attention measurement partner
of several major media agencies like Mediahub and Publicis.
NCM is the country’s leading cinema ad platform, representing
all three of the only national chains in the US – AMC, Regal and
Cinemark – and reaching 75% of the moviegoing audience each opening
weekend at the box office.
“Measurement augmented by attention signals has a track record
of increasing transparency of media quality,” said Ron Amram, Sr.
Director, Global Media at Mars. “So it’s exciting to see AU ratings
on new media types and formats.”
“The legacy exposure-based measurement model does not properly
factor in who is actually engaged with advertising, leaving
critical datapoints on the table when making major media investment
decisions. Cinema, as a powerful, lean-forward video content
experience, delivers the highest attention scores of all media
platforms, which directly correlates to greater return on ad spend
as measured by key business outcome goals. The Adelaide integration
is another step forward for NCM as we continue to quantify and
prove the efficacy and efficiency of cinema advertising to the
marketplace,” shares Mike Rosen, CRO at NCM.
About National CineMedia
National CineMedia (NCM) is America’s Movie Network. As the
largest cinema advertising network in the U.S., we unite brands
with young, diverse audiences through the power of movies and
popular culture. NCM’s Noovie® pre-show is presented exclusively in
47 leading national and regional theater circuits including AMC
Entertainment Inc. (NYSE:AMC), Cinemark Holdings, Inc. (NYSE:CNK)
and Regal Entertainment Group (a subsidiary of Cineworld Group PLC,
LON: CINE). NCM’s cinema advertising network offers broad reach and
unparalleled audience engagement with over 19,500 screens in over
1,500 theaters in 195 Designated Market Areas® (all of the top 50).
NCM Digital and Digital-Out-Of-Home (DOOH) go beyond the big
screen, extending in-theater campaigns into online, mobile, and
place-based marketing programs to reach entertainment audiences.
National CineMedia, Inc. (NASDAQ:NCMI) owns a 100% interest in, and
is the managing member of, National CineMedia, LLC. For more
information, visit www.ncm.com.
About Adelaide
Adelaide is the leader in the rapidly growing field of
attention-based media quality measurement. Adelaide’s metric, AU,
helps advertisers make better media investment decisions. AU is an
omnichannel metric that evaluates thousands of signals to predict
attention and drive more efficient outcomes. Since 2019, Adelaide
has enabled the world’s top brands to understand media quality
across their entire media spend and uncover valuable optimization
opportunities to reduce waste and drive better results. Named after
the global epicenter of evidence-based marketing in southern
Australia, Adelaide is headquartered in New York City. For more
information, visit adelaidemetrics.com.
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Pam Workman pam.workman@ncm.com
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