Last week, cinema advertising firm Screenvision Media unveiled a new division taking aim at opportunities within the sports venue universe. The company, which serves 2,000 theaters across 15,000 screens around the country, caught up with Eric Krasnoo, senior vice president of business development, to discuss the game plan for Screenvision Sports.
Krasnoo on the origins of Screenvision Sports: We could have started with the New York Mets, Pittsburgh Steelers and the LA Kings. Three professional sports teams would have made for a nice story with cache. But there wouldn’t have been a lot of scale. Instead, we pursued broader partnerships and have initial deals with the Mets at Citi Field, Minor League Baseball, the American Hockey League and at 22 NASCAR tracks. We also just signed with ECHL and the NBA G League. There is a projected audience of over 40 million during 2020.
On content and sponsorships: We’re going to work with the executives at the teams, leagues and properties in helping with their content creation initiatives. Many sell on-site sponsorship packages that don’t include advertising, as they don’t necessarily have the resources to call the agencies or clients. We’re going to work with them to generate incremental revenues.
On the inventory load: Depending on the property, we’ll have four, six or eight minutes of inventory that will run in pre-game and halftime segments and between periods/quarters/innings. There also will be in-game units. The ads runs will run adjacent to content on the jumbotrons, on screens in the concourses above concession stands and in some cases screens outside the venues.
On cross-selling: Some Screenvision clients have asked about opportunities with the leagues and in the sports venues. Teams have talked to us about airing some away games on theater screens. We’re in the very early innings here.
On prospects for success: There is a trust factor with Screenvision; advertisers know their ads will run. We have 250 national accounts, plus a roster of regional and local clients. We’re in the market every day. Many companies running schedules across traditional media are interested in bringing their messages to consumers/fans in a live environment for the first time. There are also many companies that have yet to participate with sports teams, leagues and properties at all: Screenvision Sports can be their entry point. We’re just getting into the market – it’s very exciting.
