Screenvision claims its inventory gleans 84% active attention. In practice, that means moviegoers on average keep their eyes on a 30-second cinema ad for 26 seconds. Screenvision conducted incrementality research with its brand and agency buyers, which is combined with Adelaide’s data to assess the relationship between AU attention benchmarks and incrementality.

Because they now understand which attention benchmarks are most likely to influence KPIs, Screenvision executives can make their guarantees with confidence.

“Over the past year, Screenvision media, in partnership with our top agencies and brands, has conducted attention studies to not just prove how much attention the moviegoer pays to your ad—which is a lot—but to unearth the tangible actions taken by consumers post-cinema exposure,” Martino told the audience.

New data platform to simplify planning

Screenvision has been developing its technology stack for the last six years and announced a new data platform, Screenvision AMP. The platform “provides all the first-party data that we’ve collected, and creates a digital suite of solutions designed specifically to amplify your message throughout the movie-going experience,” Martino said on stage.

AMP can ingest Screenvision’s collected first party data to calculate audience insights and deliver new segments to buyers. Its interactive extensions can generate shoppable QR codes, while other features include mobile and CTV retargeting technology, programmatic cinema capabilities and a social influencer network.

“Now brands can say, ‘scan to save’ when they have an offer, ‘scan to win’ if you want to play a game and win a prize. … It’s a way to gamify the pre-show,” said Kevin McGaw, Screenvision’s senior vice president and head of marketing.