NCM and iSpot in Pioneering Incremental Reach Deal

In the US, movie theater ad network National CineMedia (NCM) has announced a deal with real-time TV measurement company iSpot, using the latter's ad catalog and verification of ad plays for 40m US Smart TVs to calculate and report on incremental reach from NCM ads over linear TV.

iSpot measures TV-device impressions and second-by-second attention for all television ads 'in a unified manner' across linear, time-shifted, VOD, streaming and Out of Home environments. The partnership will also tap iSpot's integration with Neustar's identity resolution capabilities to enhance NCM's reporting of reach, frequency, attribution and tune-in for client campaigns; and will allow marketers to seamlessly identify and target their prospects among moviegoers.

The cinema group's intelligence platform NCMx reports data from its 1,650 plus theaters and more than 20,600 screens across the country; and taps its database of more than 274 million moviegoer records. Clients can also use NCMx to retarget moviegoers with digital ads and mobile offers, including via partners Catalina, Affinity Solutions, PlaceIQ, Crossix and Kochava.

Holly Lun (pictured), SVP Enterprise Sales at iSpot comments: 'Our agreement with NCM expands the opportunities for our studio and brand clients to plan, buy and optimize video investments holistically across the biggest screen in the house and the biggest one in the neighbourhood. We applaud the innovation and transparency our partners at NCM are forging here'.

For NCM, SVP Strategic Insight & Analytics Manu Singh says the deal 'further delivers on our mission to provide our partners the ability to plan and buy premium inventory in a unified manner across all screens, including the coveted big screen. The iSpot deal also advances NCM's value to advertisers by further proving that cinema is truly one of the only mediums where advertisers can reach the elusive young, diverse audiences at scale'.

Web sites: www.ncm.com and www.ispot.tv .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.