Screenverse is dedicated to shaping the future of programmatic advertising within the Digital Out-of-Home (DOOH) space, leveraging innovative strategies to unlock its full potential. By prioritizing seamless, data-driven solutions, we ensure advertisers can make meaningful connections with their audiences. In line with this commitment, we are proud to announce a new partnership with CEN Media Group, an established DOOH cinema media network that has cultivated a premium advertising offering. CEN Media Group connects advertisers and brands to millions of movie-goers nationwide, with high-end digital displays in cinema lobbies to maximize the consumer experience.
Elevating DOOH with Immersive Cinema Lobby Advertising
CEN Media Group, with a digital out of home cinema network of over 1800 programmatically accessible screens across 81 U.S. markets —including the iconic Chinese Theatre in Los Angeles, iPIC Theaters, National Amusements, and Studio Movie Grill – is a well-established DOOH media network that has cultivated a premium advertising offering, having invested heavily in high-end digital screens to maximize the consumer experience. CEN Media Group captivates audiences, delivering over 1 billion monthly impressions through its premium, full-sight, sound, and motion displays. This network ensures impactful messaging in an environment where consumers are fully engaged. CEN’s inventory will be available programmatically via Screenverse on Vistar, Place Exchange, Broadsign and Hivestack.
Discussing the significance of this partnership, CEN Media Group’s Founder & CEO, Kevin Romano said, “The immersive nature of the theatre experience minimizes external distractions, allowing audiences to fully engage with the advertising content. CEN Media screens effectively reach these audiences both before and after the movie, and our partnership with Screenverse will enable more Brands to easily access these screens at scale. We are confident that with Screenverse’s expertise and network, combined with their ability to optimize our systems, we will double our already strong programmatic sales over the coming months.”
Unlocking Programmatic Potential Together
With programmatic DOOH investments in the U.S. projected to increase by an average of 29% this year and CEN’s own business seeing a growing number of campaigns being executed programmatically, they recognized the need to scale its efforts and fully capitalize on its programmatic potential. Leveraging an extensive sales network and strong relationships with key programmatic decision-makers across agencies of all sizes, Screenverse is uniquely positioned to help CEN expand its reach and accelerate programmatic revenue growth. Together, we are poised to unlock new opportunities and drive success in the ever-evolving DOOH landscape.
“In 2024, cinema was projected to bring in over 18 million viewers per week, on average. And with movie-goers spending anywhere from 15 to 60 minutes in theater lobbies, these screens are a must-buy for advertisers looking to reach their target audiences,” - Gower Street Analytics. “By partnering with CEN, we’re not only helping to elevate their DOOH network as premium media in the eyes of buyers and help them increase revenue, but provide advertisers with an attentive, engaged audience,” said Daniel Fleischer, Vice President of Supply Partnerships at Screenverse.
Maximizing Reach During Major Movie Releases
One of the distinct strengths of working with CEN Media Group is the ability to target audiences during high-impact moments, such as tentpole movie premieres. These events are prime opportunities for advertisers to maximize reach and engagement, especially as moviegoers flock to theaters for highly anticipated releases. For instance, Wicked, one of the year’s biggest films, has grossed approximately $680 million worldwide in ticket sales - indicating the massive audience advertisers can connect with. By aligning campaigns with these blockbuster events, brands can reach millions of viewers, amplifying their message on an unparalleled scale.
Additionally, CEN’s multiple screens strategically placed throughout each theater lobby create an all-encompassing journey for moviegoers. From the moment they enter the lobby to when they take their seats, brands can engage consumers throughout their entire journey, amplifying the message and maintaining visibility at every step. This full-scope approach ensures that your advertising is front and center, capturing attention and enhancing brand recall in an environment where consumers are actively engaged and receptive to new messages.
By integrating these strategies, brands can unlock the full potential of cinema lobby advertising with CEN, driving results and creating memorable experiences for their audience.
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