SEEN & NOTED: LOS ANGELES, CA —Veterans of the digital signage space will recall back in 1999 when Next Generation Networks (NGN), an early pioneer of the digital out-of-home advertising network space, stuck a deal to rollout an advertising network at 7-Eleven convenience store locations nationwide. It seemed like a good idea at the time, but ultimately the network was ahead of its time. The deal fell apart due to a number of factors that included high operational costs, high capital expenditures, along with an unproven ROI model for advertisers.
More than a decade has passed since the NGN and 7-Eleven deal unraveled, and the environment has changed completely. Hardware and software prices have fallen significantly and digital out-of-home has proven to be one of the most effective mediums for reaching on-the-go consumers.
In 2010, Digital Display Networks, Inc (DDN), a digital network provider, struck a deal with 7-Eleven to pilot a new advertising network (7-Eleven TV) in 500 convenience stores in New York, Los Angeles and Chicago. DDN is currently in the process of rolling out 7-Eleven TV to more than 6,200 locations throughout the United States and Canada, and when it’s completed by the fourth quarter of 2012 it will be on its way to becoming one of the nation's largest digital out-of-home advertising networks. When 7-Eleven TV reaches full national deployment it is expected to reach an estimated 190 million monthly viewers, driving more than 2.3 billion impressions annually.
Digital Display Networks also announced a deal this past April with ABC Regional Sports and Entertainment Sales to be the exclusive advertising sales representative for 7-Eleven TV. The network's programming will feature a mix of national and local entertainment news, weather, as well as exclusive content tailored to convenience store shoppers. Other original content will consist of commercials advertising 7-Eleven's signature brands and special 7-Eleven promotions. Network programming will be divided into multiple day-parts to promote specific items at the time when they are most relevant to customers. 7-Eleven TV will also carry in-store spots for manufacturers and distributors whose products are carried in 7-Eleven stores.
Each 7-Eleven location is equipped with two 42-inch LCD high-definition digital signage displays complete with directional audio. The directional audio is provided by Panphonics, a leading provider of directional audio speakers. The 7-Eleven TV deployment uses Panphonics' Attention Booster Solution that provides directional audio directly to viewers positioned near the displays, creating a targeted audio experience.
"The 7-Eleven TV network is predicated on efficiency of design and message. The installation of strategically-placed high-definition monitors, with directional audio, speeds delivery of product information, special promotions, and other information to customers prior to the point of purchase," said David Veckerelli, co-CEO of DDN.
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