National CineMedia Launches NCMx Insights Platform

In New York, cinema advertising network National CineMedia (NCM) has launched a data, insights and analytics platform for moviegoers called NCMx, to connect brands with custom audiences in theaters as well as on digital screens before and after attending movies.

NCM's network offers access to more than 20,700 screens in over 1,600 theaters. The new NCMx platform uses the company's knowledge and deterministic moviegoer behavioral data to match audiences with geographic, behavioral and contextual targets on the big screen, while retargeting moviegoers with digital ads and mobile offers. With over 274 million data records, NCM says the new platform gives brands a 360-degree view of recent consumer behaviour, with performance metrics to refine campaign plans and generate a better return on their ad investment.

Initial partners in the new platform include Neustar, Catalina, Affinity Solutions, PlaceIQ and ElementalTV. Scott Felenstein (pictured), NCM President of Sales, Marketing and Partnerships, comments: 'With NCMx, cinema is now more targetable, measurable and accountable than ever before, offering brands highly customized, hard-to-reach audience segments with clear business outcomes'.

Web site: www.ncm.com .