Screenvision Media and Spotlight Cinema Networks Unite to Enhance Cinema Advertising Programmatic Access

The Dawn of Programmatic Cinema Advertising

In a groundbreaking move, Screenvision Media and Spotlight Cinema Networks have officially launched the Cinema Programmatic Alliance. This collaboration paves the way for programmatic advertisers to easily transact with multiple cinema advertising enterprises under a singular platform. The inception of this alliance marks a significant leap in expanding the reach, coverage, and impact of advertising campaigns in cinema settings.

The Cinema Programmatic Alliance is particularly timely, debuting just before the bustling holiday shopping season in 2024. With the anticipation of a box office growth exceeding 30% year-over-year during this period, both companies are poised to significantly enhance the advertising landscape by nearly 5,000 screens, thus giving media buyers unprecedented access to audiences.

As Jeremy Morgante, Senior Vice President of Data Programmatic at Screenvision, states, “Over the last three years, there has been a remarkable rise in demand for programmatic cinema as the frontline for premium video content.” This sentiment underscores the strategic importance of the newly formed alliance, positioning it as a vital resource for advertisers aiming to engage with moviegoers more effectively.

With an initial involvement from cinema advertising firms Pecan Pie Productions and On the Wall, there are plans to include more organizations into the alliance, signaling its openness and adaptability to the evolving needs of the advertising market. Michael Sakin, President of Spotlight Cinema Networks, emphasized the importance of this innovative initiative, asserting, “The cinema advertising industry has proven its ability to create solutions that seamlessly adapt to the changing advertising landscape.”

The launch of the Cinema Programmatic Alliance sets the stage for cinema to effectively compete with other marketing channels such as CTV (Connected Television), streaming platforms, and digital out-of-home (DOOH) advertising. This will be achieved without overlapping audience segments, thus maximizing advertising efficiency.

What does this mean for advertisers? The Cinema Programmatic Alliance allows seamless access to its offerings via an easy-to-navigate platform. Targeted campaigns can be launched with the assurance that they are reaching highly engaged filmgoers across a vast network of cinemas, making the big screen an even more powerful medium for brand messaging.

As cinema continues to evolve, partnerships like the Cinema Programmatic Alliance illustrate how innovation is becoming increasingly central in the advertising domain. Screenvision Media, based out of New York, is recognized as a leader in cinema advertising, overseeing a massive network that comprises of 14,500 screens across 2,300 theatre locations nationwide—reaching 94% of designated market areas (DMAs) in the country. This extensive reach combined with innovative advertising strategies signifies a promising future for programmatic cinema advertising.

This collaboration reflects a larger trend of integrating digital solutions into traditional media forms, ensuring they remain relevant and robust in an ever-changing digital landscape. Whether you are an established brand or an emerging advertiser, the Cinema Programmatic Alliance offers a potent opportunity to connect with audiences in innovative ways that celebrate the passion for cinema.

For more information about this alliance and to get involved, advertisers can reach out at practical contact points provided by both companies’ platforms. As the holiday season approaches, the timing of this alliance could not be more propitious, setting the stage for an exciting new chapter in cinema advertising.