Tech and Storytelling Converge to Make Cinema Ads Stand Out for Brands

I spoke last week with Christine Martino Senior Vice President National Ad Salesamp160and Matt Arden Senior Vice President Executive Creative Director to learn more about this partnershipquotOur technology and creative teams work with sales as a onestop shop to develop compelling storytelling solutions for brands targeting moviegoersquot Martino explainedamp160With the proliferation of technology including mobile geofencing beacons and pointofpurchase screens cinema is no longer simply OOH media inlobbyintheateramp160 It is premium video that delivers an immersive experience throughout the decisionmaking process for entertainment enthusiastsWith technology as an enabler Screenvision Media employs bespoke storytelling to deliver branded messaging as soon as the thought of going to a movie sparks in the minds of consumers The branded content experience unfolds throughout the connected cinema journey and no longer ends when the movie endsamp160Remessaging is integral and has become a narrative art showcasing oneonone interactions through mobile trivia and opportunities for individuals to choose an outcome Screenvision Media has several pilots in the works building towards a fully connective cinema journeyWe all know that premium video delivered in context is king and that branded content has become a mainstream advertising strategyamp160 Agencies and brands are looking to push the limits Brands want to share their stories in uncluttered premium environments where their ad can39t be skipped and their message will resonateamp160quotCinema advertising is unique as audiences are engaged willing and passionate participants in storytelling they are not distracted or disinterestedquot Martino told me quotAdvertising is not blocked or skipped on the 40 foot screenquotamp160Arden39s team designs and curates storytelling that works for brands across screens and venuesamp160quotOur audiences are entertainment enthusiasts who opt into storytellingquot he said quotThey expect quality authentic and organic stories from usamp160 My team39s job is to make that messaging greatamp160 In addition to industry expertise one of the most important tools that we have is time we can run both long and short form spots to create something special for our advertisersamp160 Another differentiator from other video platforms is that we have complete control of our inventory and how it is formatted in real timeamp160 This allows us to shape and deliver every story on the best canvasquotFinally accountability is at the center of the convergence of creativity and technology as attribution is important to brandsamp160amp160Screenvision Media takes metrics seriously as it works with a wide range of third parties to create a proprietary attribution platform that also considers first party data secured through loyalty programs beacons and connected cinemaamp160 Sales provides a postbuy analysis to advertisers that addresses the audience metrics in the theater and is working to provide a complete picture of the moviegoing experience offscreenClick the social buttons above or below to share this story with your friends and colleaguesPhoto Credit Laura Fuchs The opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Tech and Storytelling Converge to Make Cinema Ads Stand Out for Brands

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Mary Ellen Holden

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Tech and Storytelling Converge to Make Cinema Ads Stand Out for Brands

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Mary Ellen Holden

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