By this point in the Upfront season advertisers and marketers have probably heard it all. Media conglomerates and platforms are packaging new research, pricing models and pod strategies to compel advertisers to consider buying their medium versus competitors. Screenvision promises a different approach. For its Upfront tonight (May 10) Screenvision Media will provide proof of its storytelling platform's strength and why it's an essential element in a brand's media mix. Screenvision will present the view that cinema is an "and" versus an "or" decision for any premier media plan. For those not in the audience, here's their backup:
Screenvision Media and movie theaters have a longstanding commitment to community businesses across America. Whether featured in the movies, advertised on screen or patronized by moviegoers, small businesses are part of the fabric of the moviegoing experience. However, though they are an important part of our economy and often serve as key community hubs, small businesses have been faced with myriad challenges to compete, let alone survive. With local marketing spend at $152.2 billion annually according to BIA/Kelsey, there is a real opportunity for Screenvision to play a supporting role to help them break through the clutter and maximize the impact of their messaging. This is an important goal as well for the Small Business Association, which acknowledges it can be difficult for these companies to effectively market themselves.
There is consensus among premium video platform providers and advertisers that strategic, creative messaging, delivered at the right time and in the right context, can spark a profound viewer connection with content and compel a consumer to act. With this in mind, Screenvision Media is seeking to break the mold of cinema advertising by making changes to the Screenvision Front+Center preshow screened just before the grandest premium videos of all: movies! It's a new approach being designed by Matt Arden, Senior Vice President Brand Creative, Programming and Innovation, who recently talked with MediaVillage and revealed details.