National CineMedia (NCM) announced Monday that it will sell movie screen inventory programmatically starting in Q4 of this year.
Most US programmatic display ad spend growth comes from video, which will grow 30.2% between 2023 and 2025 for a total of $96.98 billion, per our forecast. NCM wants in on that growth.
Will NCM’s programmatic ads win over advertisers? It’s hard to say.
“Whenever ‘opted-in’ is casually thrown in next to ‘geolocation data,’ my eyes narrow,” said our analyst Evelyn Mitchell-Wolf. “Advertisers should always be asking tough privacy questions where retargeting is involved.”
Plus, there’s the question of audience: Movie theaters are struggling as people continue the pandemic behavior of watching movies in their homes. With that being said, people are returning to theaters.
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