Dive Brief:

• Mobile engagement platform SITO has announced a partnership with national cinema advertiser Screenvision to launch Project Lynx. 
• Project Lynx will utilize SITO's targeting and big data capabilities to deliver personalized mobile ad messages to movie goers. 
• The project leverages SITO's geo-targeting capabilities to determine mobile user habits and deliver Screenvision cinema ads to mobile devices outside of the theater. 

Dive Insight: 

Advertising at the cinema has always been broad — targeted only by the subject matter of the movie playing. With Project Lynx, those ads can be repurposed and targeted to mobile users after they have left the theater. Doubling up on Screenvision's ads could help the messaging stick and the targeting ensures its reaching the right mobile users.