Media Buying Briefing: Cinema advertising makes a play for more video ad dollars, but will buyers pay up?
This Media Buying Briefing covers the latest in agency news and media buying for Digiday+ members and is distributed over email every Monday at 10 a.m. ET. More from the series →
As the various segments of the video industry slowly prepare for an upfront season that will start around the beginning of second quarter 2023, one corner of the business hopes it can secure a slightly bigger share of dollars — the cinema ad firms of National CineMedia (NCM) and Screenvision. And media buyers say there’s actually a chance they’ll succeed at that, for a few reasons.
For one, investment execs at media agencies say prime-time linear TV (not including live sports) is most vulnerable to losing dollars to in-cinema ad firms. The cost of advertising there keeps rising but delivering smaller and older audiences, where both Screenvision and NCM offer a more captive crowd.
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