National CineMedia (NCM), the top cinema advertising network in the U.S., has announced a strategic partnership with Operative, a leading advertising management solution provider. This collaboration aims to enhance NCM’s ad operations, improve forecasting accuracy, and optimize sales activities across national, regional, and local markets. With a network spanning over 17,500 screens in 1,350+ theaters, NCM is leveraging cutting-edge technology to meet advertisers’ increasing demand for precision and performance.
Developments and Strategic Enhancements
1. Advanced Forecasting Capabilities
- Deployment of OnTarget, Operative’s ML-based forecasting tool.
- Automated demand predictions using first-party, third-party, and external data sources.
- Forecasts integrated into sales processes to improve planning and revenue generation.
- Enhanced ability to reduce makegoods and optimize yield.
2. Streamlined Sales Automation
- Use of Operative’s cloud-based AOS platform to simplify proposal building, ordering, and reporting.
- Faster response times and increased close rates through streamlined creative and client management.
- Empowered sales teams with self-service portals and real-time data insights.
3. Yield Optimization and Revenue Intelligence
- Access to programmatic and executive dashboards for revenue tracking.
- In-depth viewership and demand forecasting for proactive inventory management.
- Tools for evaluating campaign effectiveness and maximizing return.
4. Unified Media Monetization
- Cross-platform ad sales ecosystem powered by SaaS-based integration.
- Centralized planning, product management, and lifecycle tracking through Operative tools.
- Improved operational agility and campaign execution across media channels.
This partnership between National CineMedia and Operative marks a significant shift toward data-driven, automated advertising solutions in cinema. By integrating forecasting, automation, and yield tools, NCM is poised to offer clients smarter, more targeted campaigns while accelerating its revenue growth and competitive edge. The collaboration reflects the industry’s broader movement toward operational efficiency and intelligence-led media planning.
