Digital Signage Interactivity: National CineMedia Launches Advergames

I am a fervent supporter of making digital signage interactive, as evidenced by my company's work with innovative mobile technology company MegaPhone. Giving people the ability to interact with digital signage networks, billboards, and screens in commercial and public spaces further connects them to brands through an entertaining experience. Building a richer experience and conversation, represents the fullness of digital signage interactivity.

Interactivity drives consumer participation, loyalty, and adds exponential value to digital signage...contributing to what draws people to look at, and pay attention to, digital screens. Whether interactivity is facilitated via touch, gesture control, or through the use of one's mobile phone (MegaPhone), the added feature drives engagement, involvement, and provides enhanced metrics to further support ROI.

National CineMedia, the company behind the advertisements on move theater screens and cinema lobbies, is bringing interactive "advergames" to 750 screens nationwide. Information on the innovative advertising solution is listed below (courtesy of Media Life Magazine).

I think this is a very interesting use of digital signage interactivity. Ultimately, however, I think there are interactive technologies that offer increased engagement and measurement. Without letting any cats out of the bag, I'll just say that hopefully you'll be experiencing those interactive elements at your local theater very soon.

What
Interactive games that engage viewers in a brand are played on movie theater screens.

Who
National CineMedia, headquartered in Centennial, Colo.

How it works
Interactive ad games are projected on the big screen in movie theaters.

Movie theater audiences move together to form a human joystick that controls the interactive gaming elements on the big screen. For example, in a game sponsored by Volvo, the audience leans right or left to steer an image of a car through an obstacle course.

CineMedia uses Brand Experience Lab’s AudienceGames program to create the games. The program is dubbed Advergame.

The games are part of the pre-show programming.

A 90-second game is standard, but an Advergame can last up to two and a half minutes, and that includes a portion where the audience is instructed in how to play the game.

The advertiser can also choose to change the game for different audiences.

Markets
The program is rolling out on 750 screens in 50 theaters in the top 20 markets, including New York, Los Angeles, Chicago, Philadelphia, Dallas-Ft. Worth, San Francisco, Boston, Atlanta, Houston, Detroit and Washington, D.C.

How it is measured
Measurement is based on the number of ticket sales.

Research
According to data supplied by Brand Experience Lab’s CEO Barry Grieff and conducted jointly with SS+K:
-71 percent of audience members reported unaided recall of MSNBC as the game sponsor.
-78 percent reported playing the game.
-93 percent said they want more games in cinemas.
-75 percent said they were more likely to use the brand after playing the game.
-86 percent said they prefer a game to an ad.

Additionally, according to a January 2008 Entertainment Choices poll:
-50 percent of moviegoers go out to eat after they leave the theater.
-30 percent go shopping after the movie ends.

What product categories do well
Automobiles, entertainment, gaming, computer hardware and software, military, financial, retail, consumer packaged goods, beverages and quick service restaurants are top categories.

Demographics
According to a Nielsen study, National CineMedia movie audiences are 51 percent female, and over half are between 12 and 34 years old, with 11.6 percent at 2-11, 15.9 percent at 12-17, 34.6 percent at 18-34, 25.3 percent at 35-54 and 12.6 percent at 55 and older.

Race breakdown is 80 percent Caucasian, 6 percent African American, 6 percent Asian American and 10 percent other. Median household income is $68,365, which is 31 percent higher than the national average.

Attendance by movie rating was 50 percent PG-13, 24.5 percent PG, 19.9 percent R and 5.8 percent G.

Making the buy
Lead time is three months. Cost for a 90-second program ranges from $750,000 to $800,000 for a four-week flight.

Advertisers buy the network.

Who’s already on big screen interactive ads
MSNBC launched the program in the U.S. Volvo ads launched it in the U.K.

What they’re saying
“It’s totally unique for the advertiser. The games are custom-created for each client. It’s interactive gaming with the brand as the star of the game. The brand is the hero.” – National CineMedia president of sales Cliff Marks

Web site info
National CineMedia at http://www.ncm.com