DPAA announced at its annual Video Everywhere Summit that National CineMedia (NCM)’s new NCM/DOOH group has joined the association.

Colorado-based National CineMedia (NCM) is the largest cinema advertising network in the U.S., with 20,900 movie screens in more than 1,700 theaters across 190 designated market areas (DMAs), including each of the top 50. NCM Digital goes beyond the big screen, extending in-theater campaigns into online and mobile marketing programs to reach entertainment audiences, and the launch of the NCM/DOOH group will further unite brands with the power of movies and engage movie fans anytime and anywhere.

Barry Frey, president and CEO of DPAA, said, “NCM has a very powerful platform that connects brands with movie fans not only in theaters, but via online, mobile and, coming soon, into digital out-of-home locations across the country. We look forward to supporting NCM as a digital player outside the home.”

Scott Felenstein, senior vice president and chief revenue officer of NCM, said, “As the media marketplace evolves, NCM plans to continue to diversify our offerings beyond the big screen to reach movie fans and audiences wherever they are, and digital-out-of-home is an important part of our future strategy with our new NCM/DOOH group. We believe that DPAA has much to offer in the way of marketplace insights and networking opportunities, and we look forward to having a seat at the table to work with them to help determine the course of the DOOH industry.”

The setting for the announcement, DPAA’s annual global Video Everywhere Summit, is being held as a livestream production over three days from Oct. 13-15, 11 a.m.-2:30 p.m. EDT each day. Content pillars for the OOH industry’s tentpole event include: 1) Omnichannel and Programmatic, 2) Diversity and Inclusion, and 3) Globalization of Media and Brands, with additional content showcasing the aggressive growth of digital out-of-home advertising.