Second US Cinema Ad Firm Unveils Targeting Tools

US cinema ad network National CineMedia has changed its name to NCM and launched two new audience-targeting tools, Cinema Audience Targeting Optimizer (CATO) and Cinema Accelerator.

CATO, already in development for more than a year, will be tested this year with select clients and made available across the firm's entire on-screen inventory in early 2016.

EVP and Chief Revenue Officer Bennett Fogel says the system will allow the creation of media schedules based on movie genres, and the targeting of specific multicultural and consumer groups including Hispanics and High Income individuals.

The company is also in partnership with real-time targeting firm Rocket Fuel to develop Cinema Accelerator, a new product using ticket purchase and geolocation data along with cross-device delivery and audience modeling to target NCM's more than 700 million cinemagoers before and after a movie. On Monday this week, DRNO reported on a similar launch by location-based ad platform SITO Mobile, working with ad company Screenvision, with whom NCM made an unsuccessful attempt to merge last year.

Cinema Accelerator is backed by Nielsen and comScore vCE audience guarantees, and NCM's upfront advertising partners will now receive a raft of ROI metrics analysing delivery, brand and message recall, and impact measurement.

Web site: www.ncm.com .