Storytellers and brands have few platforms that can capture consumers' attention and bring them messaging similar to the way movie theaters do. At least that's what National CineMedia, the largest cinema advertising platform, would like advertisers to believe.
Rather than tout the media without numbers to back the rhetoric, it ran a study with research partner Lumen late last year to test the hypothesis.
"For at-home screens, only 40% to 50% watch the screen and even fewer watch all the way through," Manu Singh, senior vice president of insights and analytics at National CineMedia, told Data & Programmatic Insider.
National CineMedia worked with Lumen to build an “actual moviegoing experience” using technology to compare how much attention movies in theaters can capture compared with other types of digital media, Singh said.
The study analyzed content to determine whether demographics, category, creative, and ad placement actually mattered.
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