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    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.

    Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.

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