Christine Martino of Screenvision: Pioneering Cinema Advertising's Future and Championing Women in Media (VIDEO)

Cinema39s Captive Audience AdvantageCinema offers an environment where distractions are minimal and audiences are highly engaged which Martino highlighted as a critical differentiator quotCinema differentiates itself with a younger audience About 70 of moviegoers are under the age of 35 and they are paying to come to the theaters to see this premium content They are really the biggest fans of premium content you can findquot Martino explained This engagement is crucial at a time when other media platforms struggle with divided attention spans due to multitasking and secondscreening behaviorsScreenvision39s strategy addresses the challenge of reaching OverTheTop OTT audiences who frequently consume content via streaming platforms without traditional commercial interruptions By positioning cinema as a complementary medium to digital and OTT channels Screenvision effectively captures the attention of these hardtoreach viewers when they are most receptive to advertising during their leisure time dedicated to entertainmentMartino detailed the effectiveness of cinema39s captive environment noting quotWhen you have an audience that39s engaged and paying attention they39re more likely to take an action We39re able to show measurable outcomes for clients because of the high attention that that big screen garners with our audiencequot This attention is quantified through extensive research conducted by Screenvision demonstrating an impressive active attention benchmark significantly higher than that observed in CTV streaming and other digital formatsIn addition to its traditional strengths Screenvision has embraced digital transformation to amplify its effectiveness further The introduction of Screenvision AMP exemplifies this by combining firstparty data and geofencing to create targeted advertising strategies that extend beyond the cinema experience Martino elaborated on this capability stating quotAMP brings all of our data together and creates a digital suite of solutions designed specifically to amplify the message throughout the moviegoing experiencequotTo further enhance its appeal to OTT audiences Screenvision develops content that resonates with the preferences of these viewers Collaborations with entities like Disney and Tribeca Studios allow Screenvision to offer behindthescenes looks and exclusive content that appeal to a demographic accustomed to ondemand and enriched content offeringsTailored Campaigns Through PartnershipUnder Martino39s guidance Screenvision goes beyond merely showing ads before a film They engage in deep collaborations with advertisers to craft campaigns that are specifically tailored to the demographics and behaviors of moviegoers Martino described the intricate process quotWe work closely with advertisers to understand their goals target audience and the messages they want to convey From there we use our extensive data capabilities to ensure that these messages are placed in front of the right eyes at the right time maximizing both attention and impactquotThese partnerships often involve creative integrations that include exclusive content interactive elements and cobranded experiences which enhance the viewer39s engagement and leave a lasting impression quotOur aim is to make cinema ads a part of the overall narrative of the moviegoing experience rather than just an interruptionquot Martino addedMartino emphasized the synergy between highquality cinema presentations and the preferences of OTT viewers quotIt39s content you want to see in the right environment with surround sound and the smell of popcorn bringing that feeling back That39s what leads our audiences to pay attention while they39re there they39re disconnected from their daily distractionsquotAs cinema advertising continues to evolve Screenvision remains at the forefront continually adapting to the changing media landscape while maintaining the unique advantages of the cinema environment Martino39s vision for Screenvision underscores a commitment to innovation diversity and the effective capture of audience attention making cinema an indispensable part of the modern advertising mixAn Innovative and Relatable LeaderBeyond her professional acumen Martino39s personality shines through her interactions and leadership style Known for her approachability and genuine interest in mentoring she creates an environment where creativity and innovation are encouraged Her colleagues and team members describe her as not only a leader but also a motivator who fosters a sense of community and shared purpose within the companyMartino39s human qualities extend into how she handles professional relationships quotBuilding genuine connections has always been at the heart of everything I doquot Martino remarked during the interview quotWhether it39s with our advertising partners or within our team I believe in the power of personal engagement to drive collective successquotHer approachability and sincerity are palpable and like the medium she represents Christine has a gift for storytelling that makes her incredibly relatable Whether she39s recounting her early entrepreneurial efforts collecting and reselling lost golf balls at 11 years old or navigating the complexities of digital transformation in cinema advertising Martino39 infuses conversations with humor insight and a touch of selfdeprecation making her not only a respected executive but also a relatable personLooking ahead Martino is enthusiastic about exploring new technologies and storytelling techniques that can further enhance the impact of cinema advertising quotThe future of cinema advertising is about creating immersive experiences that resonate on a personal level with audiences It39s about leveraging every tool we have to make those few minutes before the movie as captivating as the film itselfquot she said And as a newly named member of the VAB board she39s sure to further help evangelize the power of videoMartino concluded with a forwardlooking statement about the role of cinema in the broader advertising ecosystem quotScreenvision offers advertisers not just a moment of attention but profound engagement that is increasingly rare in today39s fragmented media environmentquotClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Christine Martino of Screenvision: Pioneering Cinema Advertising's Future and Championing Women in Media (VIDEO)

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E.B. Moss

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Christine Martino of Screenvision: Pioneering Cinema Advertising's Future and Championing Women in Media (VIDEO)

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