Cinema ad giant Screenvision and digital out-of-home firm Vistar Media are teaming up to offer a new programmatic media platform for the silver screen, allowing advertisers to buy on blockbuster pre-shows as American movie theaters cautiously reopen.
“For the first time, the big screen will be available on a programmatic platform,” says Screenvision Chief Revenue Officer Katy Loria, noting that cinemas could benefit from, but have never before implemented, programmatic ads.
The first-of-its-kind platform will give advertisers the ability to seamlessly sort where ads run, by theater location, day of the week and MPAA rating. For brands, it’ll be no different than buying social, except for the added bonus of access to an “undistracted audience,” Loria says.
Screenvision partners with a range of theater chains across the country including National Amusements, Harkins and AMC, as well as a hundreds of independently owned drive-in venues. Upon debut, its new Vistar-supported programmatic option will be available for 2,400 screens—about 20 percent of its total network—with more being added next year.