NCM's Andy England: "Limiting Our Perspective to Cinema is Just That -- Limiting"

quotAdvertising agencies and media people overestimate the time senior marketing executives think about mediaquot Andy pictured at top points out quotAt the end of the day media companies are focused on driving utilization and costperthousand Marketers care about reaching consumers persuading consumers changing consumer behavior doing things differently and driving ROI amp8230 and the average CMO only has two years to do it allquotTheir job is to sell more products and drive more profitability and media is just one tool in their tool boxquot he continues quotThey are trying to drive change in their business and a decision about whether or not to invest media dollars in one network or another is definitely not the most important decision they39ll makequot As Andy transitioned to NCM he came with the mindset of being a solutions provider quotBecause I know what marketers are looking for my focus has been on finding even better ways to meet those needs and delivering real solutions to NCM39s marketing partnersquot he explainsquotIf you read the ad trades I challenge you to find an article about a program that had extraordinary impact on ROIquot he says quotBut that39s what marketers are focused on The pressure on driving ROI and driving down the expense line is extraordinary After spending almost ten years trying to reach Millennials and looking for those audiences I found them at NCMamp160Our exhibitors are making investments in their theaters and focusing on delivering a better moviegoing experience and we39re focused on creating better ROI opportunities for marketersquotUnder Andy39s leadership NCM will be expanding its digital offerings to continue to drive growth quotNCM is a jewel and the trick is how we shine the jewel and make it more beautifulquot he explains quotIt boils down to being the connector for brands and digital is key Limiting our perspective to cinema is just that amp160limiting While the preshow is the core driver of our business opportunity lies in becoming more relevant and engaging for movie audiences beyond the big screen and therefore improving our value to advertisers We currently have a fledgling digital business and we are expanding it to be able to offer new and innovative solutions for all of our customers including theater circuits and affiliates advertisers and agencies and the studios themselvesquotThere is a reason we speak about movie audiences rather than moviegoersquot Andy points out quotOur opportunity is to continue to talk to movie audiences when they are not at the movies capturing them before and after they attend the filmquotNCM has already introduced digital products including its Cinema Accelerator and is focusing on expanding relationships with a wide range of audience data sources including loyalty programs for its new DMP quotThe more we know about our audiences amp160how they bought their ticket how they use mobile devices where they are before and after film amp160the more we understand their behavior the more targeted we can be and the more ROI we can deliverquot Andy saysIn addition to focusing on activating cinema audiences for marketers Andy and his team led by NCM President Cliff Marks are also quotshining the NCM jewelquotamp160by focusing on basics quotOur core business is the unique power of the big screenquot Andyamp160notes quotThe average NCM audience member is 31 and very few networks can say that today Brands want to reach Millennials especially the tech titans that we do business with Cinema is an extraordinary reach vehicle and with media fragmentation OTT and video viewing being scattered across small screens that fact becomes increasingly important NCM reaches 62 of the movie audience nationwide and 70 in the top 10 DMAs over 700 million moviegoers annually And while there have been some questions in the marketplace about the AMCCarmike transition it will actually effect less than 2 of our network and we will have already made up for any lost attendance with great new circuit additions like Bow Tie Cinemas in New York Cinergy in Texasamp160and othersquotPositioning cinema as a yeararound opportunity is also a priorityquot he continues quotWhen I speak to advertisers they think cinema is a summer and holiday advertising vehicle But tentpole films are now scheduled throughout the year It39s not a seasonal business Movie audiences in the firstquarter will be 97 of fourthquarter audiences We need to do a better job of telling that storyquotThere39s also a misconception about cinema advertising that it39s expensive But our CPMs have been closing the gap with other premium video offers The perception of 39expensive39 is worth a new look because research shows that our cost of consumer acquisition for brands almost always ends up being lower than other mediums For example we just did a campaign with a leading fast casual restaurant that delivered a return of over 7 in revenue for every dollar invested in cinema advertising with NCM That39s the kind of ROI that CMOs wantquotClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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NCM's Andy England: "Limiting Our Perspective to Cinema is Just That -- Limiting"

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