Dive Brief:
- FirstLook, an in-cinema ad program built on a partnership between Fandango and National CineMedia (NCM), used mobile and online data to target ads served to 20,000 screens nationwide.
- The two minute ads will start airing this month and will increase through the first half of next year.
- Cliff Marks, president of sales and marketing for NCM, pointed out some of the advantages of the ad venue include its 50-foot screen, Dolby sound and a captive audience.
Dive Insight:
“The partnership provides Fandango a wonderful brand awareness opportunity as well as a distribution platform for premium short-form content we’re producing for consumers who love movies,” Fandango CMO Adam Rockmore told Ad Exchanger.
In the same article, NCM's Marks said, “Consumers should expect to see all kinds of content including from digital content owners like Fandango and more in cinema because we have a brilliant venue to execute with. It’s a 50-foot screen, Dolby sound and a captive audience.”
Marks added, “If you’re trying to reach a certain kind of person who likes romantic comedies [and eats] Mexican food before or after the movies, we’re going to have the data to tell them that. I don’t care if you’re a cinema, TV or digital network. Everyone wants better data and better metrics to help understand the best way to target in that medium. Brands and agencies are buying in a much more video-neutral way.”
Fandango gets 42 million monthly unique visitors, and according to the Motion Picture Association of America, almost 300 million people went to the movies at least once in 2014.