Despite incremental growth in second-screen viewing, marketers still haven’t cracked the code on how to effectively advertise to smartphone users who are also watching TV. But brands are hoping that second screens will soon get a boost from the big screen.
Shazam and SoundHound, smartphone apps rooted in music discovery, inked deals this spring with cinema ad networks National CineMedia and Screenvision, respectively, that allow movie advertisers to tie audio-recognition features into preshow promotions on consumers’ devices.
And this summer, NCM (which in May announced it would acquire Screenvision) will roll out its first Shazam-enabled campaign with The Weinstein Co. and Walden Media to promote sci-fi drama The Giver. The two-month summer campaign includes on-screen preshow spots with creative that will change every two weeks. Calls-to-action reinforce that a slew of digital content—including information about the film, ticket and book sales, contests and trivia—can be unlocked by opening the Shazam app while the spots run. “We’re trying to set up this multiple touch point approach with the film itself,” explained Steve Ochs, svp of marketing at NCM Media Networks. The campaign also includes a selfie contest and heavy social and Web promotions.