National Cine Media is one of the biggest cinema advertising companies in the US, with about 16,000 screens under their management. As part of an interesting media sales strategy, they have partnered with two popular websites – Rotten Tomatoes, and Flickster, to also sell ad space on the sites.
The logic is this – many film viewers visit Rotten Tomatoes (which links to reviews from professional critics) before their see a film, and then visit the site Flixster to post their own reviews after they have seen the film.
By giving advertisers a package that stretches the in-cinema advertising to include ‘before’ and ‘after’ they can increase the frequency of ad exposure without necessarily having to repeat the ad so often within the cinema itself.
It will be interesting to see how this pans out. These sort of packages can be tricky to sell, as many big advertisers break up their marketing budgets and a different person may be responsible for digital than for cinema. This presents a new challenge to NCM’s sales team in terms of reaching out to new departments within their customers.
If advertisers do go for this, it could inspire other media owners/managers to look for synergies between their properties, rather than waiting for media planners to come up with the ideas.