Partners Add Cinema Brand Lift to Measurement Mix

US movie theatre ad platform National CineMedia is teaming up with global information and insights company TransUnion to allow advertisers a view of how cinema ads contribute to performance alongside digital, CTV and social channels.

The deal pairs theatrical exposure data from NCM's proprietary dataset NCMx with TransUnion's cross-platform multi-touch attribution model. The latter is used by brands across retail, entertainment, automotive and financial services to measure lift and optimize media efficiency, and is built on TransUnion's identity graph, which covers 98% of US adults.

As a result, the firms say advertisers can now connect cinematic campaigns to real-world outcomes, thereby 'holding the theater screen to the same performance standards as other channels.'

The new solution complements NCM's existing brands Boost, Boomerang and Bullseye, which help advertisers create localized, custom content for audiences, capture real-time behavioral insights, activate audiences in theaters, and retarget moviegoers long after their visit. Manu Singh (pictured), Chief Data & Innovation Officer at NCM says of the news: 'For years, cinema has been one of the most powerful storytelling platforms in marketing, and NCM continues to prove it can also be one of the most accountable, and ultimately powerful. By integrating NCMx data into TransUnion's attribution ecosystem, we are taking our data-driven approach to the next level, giving advertisers the ability to measure theater's performance right alongside digital, CTV, and social.'

Mike Finnerty, SVP of Marketing Solutions Services at TransUnion adds, 'Giving advertisers a 360-degree view of how their campaigns perform is critical. By adding cinema data into the mix, we're expanding the depth and clarity of the insights available to our customers.'

TransUnion employs more than 13,000 associates in more than 30 countries. The partners' web sites are at www.ncm.com and www.transunion.com/business .