Technology

National CineMedia, Trooh strive to reel in Gen Z with DOOH displays

Provided by National CineMedia

July 6, 2021

National CineMedia, a cinema advertising network and Trooh (formerly Rouge Media), are working with local and regional advertisers beyond the big screen to reach Gen Z on college campuses.

NCM's digital out-of-home group, created to unite brands with audiences beyond theaters in a variety of venues, will sell Trooh's on-campus OOH displays across the U.S., according to a press release.

The Noovie On-Campus DOOH offering will target Gen Z movie fans and point-of-market-entry consumers at college campuses, where they spend the most time, including non-academic, commercial spaces such as retail and book stores, student centers and cafeterias and athletics and recreational areas.

"Adults 18-24 are a core moviegoing demographic, so there is tremendous crossover between movie fans and college students," Steve Sapp, Senior Vice President, DOOH sales, NCM said in the release. "Especially this year, as students finally head back to in-person learning and enjoying all that college campuses have to offer in a post-pandemic world, it is an amazing opportunity for advertisers to reach this key audience who have yet to form brand loyalties."

The network's HD digital video screens with audio, including some with charging stations to drive interaction, offer engaging content to over 8.6 million adults at more than 600 campuses in 47 states, according to the release.

"Ours is the only national, digital, addressable campus media network in the U.S., and it's all about reaching young, valuable consumers where they are each and every day, making unforgettable memories," Martin Poitras, president/CEO at Trooh, said in the release. "Because of the high dwell times and high impact placements of our screens, 92% of students say they notice them with 86% purchase intent after exposure. That's a powerful way to influence the next generation of consumers."