Dive Brief:
- Mobiquity Networks and Screenvision are teaming up to turn 300 multiplex theaters in to mobile ad and data networks via iBeacons in the theaters.
- According to Mobiquity, it has the largest network of retail mall-based mobile advertising beacons in the U.S., and the deal with Screenvision would be one of the first widespread deployments of mobile ad beacons in theaters.
- The companies will "work together to share data-driven business intelligence with advertisers and exhibitors," a statement said.
Dive Insight:
“Over the past few months, Mobiquity Networks has formed a number of strategic partnerships that have enabled us to accelerate the growth of our mobile engagement network, and we are thrilled to announce this expansion in the entertainment sector,” Sean Trepeta, president of Mobiquity Networks, said in the statement. “This collaboration will usher in an entirely new channel for movie-theater advertisers to reach their biggest fans.”
Along with creating a mobile ad network, the iBeacons would also provide data on moviegoers such as frequency of visits and use of app within Mobiquity’s publisher network. Industry players from theater owners to movie studios would be able to use the data for marketing, such as location-based mobile campaigns, and to improve and expand visitors’ theater experience.
John McCauley, chief strategic development officer for Screenvision, said, "Mobiquity Networks has built considerable scale with a growing app publisher network, and is known for its commitment to protecting the consumer experience. They are an industry leader and we’re proud to collaborate with them as part of our market place solutions.”
Marketing Land points out that it wouldn't take much to thoroughly transform the movie-going experience, but both companies told the author of the article that "mobile marketing to theaters will be done carefully" to make sure the user experience is preserved.