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As America’s largest cinema advertising network, National CineMedia (NCM) reaches anywhere between 14 to 20 million consumers in a typical week. The company’s wide reach and innovative approach to content distribution makes it a critical partner for studios, both big and small, that want to create buzz for their movies.

At the Customer Intelligence Summit, we got a unique opportunity to hear how NCM uses audience intelligence to support its various business initiatives. Doug Pulick, SVP of strategic insight and analytics at NCM, shared how the company consistently delivers more value to advertisers and drives new deals and revenue. Nancy Neumann, SVP of Nielsen Marketing Cloud, joined Pulick in the session.

Here are some highlights.

Get a more complete picture of your target audience

NCM provides studios and advertisers something many of its competitors can’t: proprietary data and actionable insight on the customer journey of moviegoers. The company can do so using tools like its insight community called Behind the Screens, where it engages with thousands of moviegoers on an ongoing basis. The community provides useful insight on the motivations, attitudes and preferences of movie-going consumers, but it also provides a unique look into what consumers do before and after their in-theatre experience.

An integration with Nielsen Marketing Cloud unlocks more insight from the community by allowing the company to learn more about the media-consumption habits of its community members. According to Pulick, that deeper insight leads to better business decisions and gives advertisers and studios more confidence in their partnership with NCM.

Provide massive value 

Audience intelligence helps NCM boost value for advertising agencies and solidifies its relationship with them. In one example, NCM engaged with its insight community to better understand the behaviors and motivations of Millennials. The company shared its findings with a national agency, who then used that information to guide its studio clients. The agency was so impressed with the insight that it is now working with NCM to do a qualitative follow-up study utilizing their community as a virtual forum or focus group. The agency also renewed its partnership with NCM—a deal worth $45 million.

"The agency renewed its partnership with NCM—a deal worth $45 million."

Having real-time access to thousands of moviegoers helps position NCM as a true industry expert, said Pulick, because it enables the company to provide insight on different audience segments quickly and in a transparent way.

Continue to innovate

Shifting audience preferences offers new opportunities for media and entertainment organizations to develop innovative products. Pulick revealed that NCM has tapped its insight community to test and validate new initiatives, including enhancements to Fantasy Movie League, the company’s box office prediction game.

NCM is also innovating in audience measurement. Pulick said the company is working with studios to better understand how their partnership with NCM impacts the box office. In one recent example, a major studio was able to determine that their on-screen ad in NCM’s theaters was one of the largest contributors to that particular movie title’s ticket sales.

NCM is doubling down on audience intelligence, revealed Pulick. The company is currently in the midst of a much deeper dive into the lives of today’s movie audiences before, during and after they visit the cinema. With thousands of highly engaged consumers in the company’s insight community, Pulick is confident NCM will continue to extract value from its target audiences through the unique intelligence it provides to their advertising and studios partners alike.

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Kelvin Claveria

Kelvin Claveria was the former Content Marketing Manager and was responsible for Vision Critical's blog and social media marketing program. Before joining Vision Critical's global marketing team, Kelvin worked at Dunn PR, a Vancouver-based public relations firm. His experience includes working with lifestyle, real estate, and non-profit clients to develop social media marketing and PR strategies. Kelvin has a Bachelor of Business Administration from SFU's Beedie School of Business.
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