National CineMedia Launches Programmatic Offering in Partnership with Place Exchange
Advertisers can now transact programmatically to reach the NCM audience of over 600 million moviegoers through their Lobby Entertainment Network
With over 600 million moviegoers reached annually through the NCM network of over 1,600 theaters with over 20,600 screens through the US, this is the largest programmatic move in the cinema advertising space to date. The Place Exchange partnership with NCM enables advertisers to reach these consumers via strategically located in-lobby video placements before and after their movie experience.
“NCM’s expansion into programmatic marketplaces is a key enhancement of our efforts to help advertisers reach the ‘unreachables’ – our highly valuable, young, diverse cinema audience,” according to
As the pandemic recovery continues, moviegoers have been flocking back to the theaters, frequenting in numbers that exceed the highest-rated TV programming. The new programmatic offering adds another avenue for marketers targeting Gen Z and Young Millennial consumers to leverage NCM’s reach and scale with media buys.
Nearly one out of every two adults who visited a movie theater in the fourth quarter of 2021 and the first quarter of 2022 were 18-34-year-olds, and 79% of moviegoers attending an NCM theater are under the age of 39.
These consumers are spending more money on and around the cinema experience, with research showing an elevated level of spending compared to typical spending patterns, on the day of theater visits. A detailed analysis released by
“We are incredibly excited to be partnering with NCM to bring access to this highly coveted hard-to-reach audience to our programmatic buying partners,” said
About Place Exchange
Place Exchange is the leading SSP for programmatic out-of-home media. Integrated with omnichannel DSPs, Place Exchange’s patented technology uniquely offers agencies and advertisers the opportunity to fully unify buying and measurement of OOH media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising. Place Exchange’s unmatched premium supply ecosystem adheres to its Place Exchange Clear certification program that delivers buyers quality, consistency, transparency, and compliance. For OOH media partners, Place Exchange offers the opportunity to access untapped programmatic ad spend with full transparency and control. AdExchanger named Place Exchange a 2020 and 2021 Programmatic Power Player. For more information about Place Exchange, visit www.placeexchange.com.
This press release contains various forward-looking statements, within the meaning of Section 27A of the Securities Act and Section 21E of the Securities Exchange Act of 1934, that reflect management’s current expectations or beliefs regarding, among other things, patron attendance in NCM’s theaters, future plans to expand NCM’s programmatic offering to cinema screens, the value of the Lobby Entertainment Network programmatic offering, and consumer behavior. Forward-looking statements are subject to a number of important factors, risks, uncertainties and assumptions that could cause actual results to differ materially from those described in any forward-looking statements. Please refer to the Company’s