NCM Integrates iSpot to Measure Cinema Advertising Alongside TV
National CineMedia, LLC (NCM), America’s largest cinema advertising network, and iSpot, the real-time television measurement company, today announced a new partnership to improve analytics and measurement capabilities from NCM. Using iSpot’s money-grade ad catalog and verifying ad plays for all ads against 40 million smart TVs in the US, NCM can now account for the additional reach their advertising brings brand and studio clients in addition to linear television.
Additionally, through the partnership and integration of iSpot via Neustar’s identity resolution capabilities, NCM will be able to offer more comprehensive reporting of reach, frequency, attribution and tuning of customer campaigns. As the only cinema advertising network in the United States to provide this level of data integration for campaigns, the combination of iSpot and NCM data will also allow marketers to seamlessly identify and target their prospects among moviegoers, which are expected to reach 600 million.
As cord cuts continue to increase, advertisers are challenged on how to best track and measure audience reach and engagement, especially on CTV and TV. The iSpot partnership allows NCM to further demonstrate how NCM® media reaches its advertisers’ desired audience as well as how audience is affected both for theaters only and across integrated campaigns (cinema and CTV and possibly digital and DooH). Cinema advertising is one of the few mediums capable of engaging and connecting with young and diverse audiences at scale, extending the reach of purchases across television, broadcast and cable.
With a network of over 1,650 theaters and over 20,600 screens across the United States, NCM’s data intelligence platform, NCMxMT connects advertisers to consumers before, during and after the cinema. NCM is leading the motion picture advertising industry as it transforms into a data-driven media company, reaching audiences at scale with the most engaging content.
“Our agreement with NCM expands opportunities for our studio and client brands to plan, buy and optimize video investments holistically on the biggest screen in the home and the biggest in the neighborhood,” said Holly Lun. , SVP Enterprise Sales at iSpot. “We applaud the innovation and transparency that our partners at NCM are forging here.”
NCM has one of the largest deterministic and probabilistic movie audience datasets in the industry with over 274 million data records, giving brands a 360-degree view of recent consumer behavior. Marketers can leverage NCM to run advanced audience matching against key geographic, behavioral and contextual targets on the big screen, as well as use NCMx capabilities to retarget moviegoers with digital ads and mobile offers. Catalina, Affinity Solutions, PlaceIQ, Crossix and Kochava are also partners.
“NCM’s integration with iSpot further fulfills our mission to provide our partners with the ability to plan and purchase premium inventory in a unified way across all screens, including the coveted big screen. The iSpot deal also reinforces NCM’s value for advertisers by further proving that cinema is truly one of the only mediums where advertisers can reach an elusive young and diverse audience at scale,” said Manu Singh, SVP, Strategic Insight & Analytics at NCM.