CEN Media Partners with Place Exchange to Power Programmatic Buying Opportunities – and Measurement of its Digital Network Using PerView
January 08, 2024
New York, NY (Jan 8, 2024) – CEN Media, the premium digital out-of-home (OOH) network that connects advertisers with affluent and engaged moviegoers, has integrated with Place Exchange, the leading supply-side platform (SSP) for programmatic OOH media, to enable advertisers programmatic access to its entire network of cinema lobby inventory. CEN Media is also leveraging PerView, Place Exchange’s measurement solution for OOH, to deliver reach, frequency, and impression measurement for all of its displays.
CEN Media’s growing cinema network comprises over a thousand high-definition poster displays and large-format spectacular video walls placed strategically in cinema lobbies across the US. CEN research shows that cinemas bring in over 18 million people a day, with the average moviegoer spending over 15 minutes in movie theater lobbies. Place Exchange’s ability to activate OOH programmatically through the world’s leading DSPs makes it an optimal partner to extend CEN Media’s network to advertisers looking to reach diverse consumer segments in their moments of leisure. Place Exchange currently operates the largest footprint of programmatically-enabled OOH cinema inventory in the U.S.
“We are excited to give our programmatic buying partners the ability to reach a highly coveted audience of moviegoers,” said Ari Buchalter, CEO of Place Exchange. “Through this integration, advertisers can deliver high-impact OOH messages as a seamless part of the movie-going experience, and access CEN Media with the programmatic buying benefits of automation, flexibility, and measurement like never before.”
Place Exchange’s PerView measurement solution offers media owners like CEN Media the ability to measure display-level reach, frequency, and hourly impressions, for both digital and static displays across all OOH venues and formats, regardless of whether they are sold programmatically or direct.
“We were drawn to PerView for its ability to rapidly provide dynamic, up-to-date measurement that reflects real-world changes in consumer traffic,” said Kevin Romano, CEO and Founder of CEN Media. “In a year where moviegoers are flocking to the theaters in post-pandemic record-breaking numbers, we want to make sure we have the ability to provide advertisers accurate measurements to inform their buying decisions.”
About CEN Media
CEN draws upon more than 85 years of experience in the cinema industry to create the first fully-integrated, dynamic, and immersive digital out-of-home network that connects major brands and Hollywood studios with today’s sophisticated consumers. CEN provides a dynamic platform for advertisers to increase their reach by engaging today’s affluent moviegoers. For more information about CEN, visit cenmediagroup.com to learn about CEN’s offerings for buyers and sellers.
About Place Exchange
Place Exchange is the leading SSP for programmatic out-of-home media. Integrated with omnichannel and OOH DSPs, Place Exchange’s patented technology uniquely offers agencies and advertisers the opportunity to fully unify buying and measurement of OOH media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising. Place Exchange’s unmatched premium supply ecosystem adheres to its Place Exchange Clear certification program that delivers buyers quality, consistency, transparency, and compliance. For OOH media partners, Place Exchange offers the opportunity to access untapped programmatic ad spend with full transparency and control. For more information about Place Exchange, visit www.placeexchange.com. Place Exchange is a 2023 Deloitte Technology Fast 500™ company.
PerView is a measurement solution for Out of Home media, delivering dynamic, up-to-date reach, frequency, and impression measurement, across all OOH venues and formats. PerView offers both buyers and sellers the ability to perform measurement for any custom mix of OOH assets – such as an advertiser’s campaign or a media owner’s network – with the ability to analyze results for different consumer segments, geographies, and timeframes. The solution applies to both static as well as digital OOH media, regardless of whether it transacts on a direct or programmatic basis. PerView was developed in line with the OAAA OOH Impression Measurement Guidelines. For more information about PerView, visit www.placeexchange.com to learn about PerView offerings for buyers and sellers.