Today Pali Capital's Rich Greenfield issued his opinion on movie theater ad network National CineMedia and initiated coverage at a BUY rating. His logic? That video ads preceding a feature film reach a captive audience that can't easily avoid your message, as they wait for their movie to start. He even supports his assessment with this simple formula:
Unique, Unavoidable and Minimal-to-No Distractions = Great Advertising
I generally like Rich's coverage of the media industry, but I'm beginning to think that everyone has gone crazy. If traditional advertising is like punching your customer in the face, then "unavoidable" advertising is like punching your customer in the face while your friend pins him down.
Get Rich's report here. Download ncmi_initiation_22007_cc.pdf
