Screenvision study with Magna pushes hard on cinema’s ability to deliver attention
Cinema sales operations are pushing attention metrics to bring in revenue.
In a bid to increase its share of the multi-billion-dollar ad pie being cooked by marketers and agencies in advance of this year’s upfront marketplace, cinema ad firm Screenvision is touting a study it’s done with IPG’s Magna unit to market that extols the media channel’s superior attention results with viewers.
It’s not the first bout of attention-related research Screenvision has invested in, having worked with attention firm Amplified Intelligence last year. This work with Magna aimed to show how brands actually fared using cinema as a part of their marketing efforts, when compared to TV and digital video platforms.
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Source:: Digiday
