Cinema Solves for Fragmentation with Unrivaled Impact

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Today’s media marketplace is operating within unprecedented times and changing at a breakneck pace. Fueled by unbridled technological innovation, fragmentation has never been a greater concern for media buyers and brands. Finding scale with the right audience, within the right environment, at the right time is a tremendous challenge … for most. Cinema is thriving in this environment.

For media professionals, the immediate response to fragmentation seems to be to lump impressions and screens together and operate with a video neutral approach. This approach ignores the true value of advertising, which is finding impact by affecting an audience that is paying full attention. No matter what a media plan may look like, the truth is that not all impressions and not all screens are created equal.

There is no shortage of impressions available, as online and mobile options continue to crowd the market. However, there are an ever-increasing number of ways for consumers to avoid watching ads. Watching video on TV continues to be the hub of consumption, yet more than 50% of viewers are using another device at the same time. In addition to DVRs, ad-skipping, ad-blocking and time shifting, the emergence of over-the-top services, like Netflix, leaves many media professionals asking: Who is really paying attention out there, and more importantly, how can we find them?

John McCauley

John McCauley is responsible for overseeing Strategic Alliances for Screenvision. Prior to joining Screenvision, McCauley was the Principal of his own agency, Flying Tiger Enterprises, where the emphasis was connecting brands and media companies to new te… read more