In an effort to improve its online and mobile advertising, socially powered TV guide BuddyTV has formed a partnership with National CineMedia (NCM) Networks, the company behind the FirstLook previews shown in U.S. movie theaters.
“There is a natural synergy between TV and the movies,” said Ian Owen-Ward, senior vice president of online and mobile for NCM Media Networks. ”Entertainment audiences typically watch TV during the week, and head out to the movies on the weekends.”
This is why movie studios advertise on television Monday through Thursday, and TV networks advertise at the movies in NCM’s FirstLook pre-show program in theaters around the country, he added.
Owned by cinema giants Regal, AMC, and Cinemark, and their affiliate partners, NCM works with brands to reach U.S. consumers in movie theaters, online, and through mobile ads.
As part of the alliance, BuddyTV will join NCM’s Online and Mobile Networks portfolio of 41 top entertainment-related websites and more than 100 mobile applications.
The company will exclusively sell all advertising inventory and content for the BuddyTV website, which draws 5 million unique visitors per month; and the BuddyTV discovery app for iOS, Android, and Google TV, which has been downloaded 500,000 times on iOS alone.
Television viewers come to BuddyTV for news, updates, photos, quizzes, and other information about their favorite shows.
They can also use the recommendation service to drill down to very specific areas of interest. Last year, for example, BuddyTV set up a special tool for helping MLB fans find the playoff games they wanted to watch.
The advertising options through NCM will include social media marketing, integrated editorials, and other “higher impact” ad setups, according to BuddyTV.
Added Owen-Ward, ”Advertisers looking to reach people who love movies, TV, and entertainment use NCM’s online and mobile networks to ‘connect the dots’ and allow them to reach entertainment audiences before, during, and after the movie-going experience.”