Reach Out: New Digital Out-of-Home Tech Debuts
While economic woes fill the headlines, the digital out-of-home industry is chugging along with new deals, standards and platforms.
Undaunted by the economic downturn, digital signage companies launched several new out-of-home video technologies this week, suggesting that manufacturers and advertisers are counting on continued long-term growth.
Park Media said it has signed a deal to distribute digital video content to 430 locations in various national restaurant chains for IndoorDirect's TheBite Network, which reaches venues like Hardees, Denny's and Arby's.
The company says the network will expand to include 1,000 locations by June, distributing content to different screens in these venues, with a mix of entertainment and advertising in dining areas and advertising at the point of purchase. The technology allows advertisers to deliver ads targeted to key areas and demos.
Also this week, Westinghouse Digital Electronics said it is rolling out new digital out-of-home video technology for PumpTop TV, which operates a network of digital screens in pumps at gas stations.
The new products include an integrated media player and content management system created by AdTekMedia, which allows advertisers to deliver targeted messages, offers and recommendations to consumers while they are filling their gas tanks.
Westinghouse is also introducing a NeonPump service that gives advertisers the option of reaching consumers with text-based banner advertising, in pre-designed templates with business logos, which are positioned around video content. The software also gives venue owners more control of the content and advertising shown on their screens, catering to businesses that want to manage their own advertising and signage.
Also this week, SeeSaw--a company that aggregates multiple digital out-of-home networks--said it was licensing its technology to buyers and sellers that want to utilize it to manage their own inventory. At launch, its first licensee is CBS' Outernet, which will sell ads using the new "Powered by SeeSaw" system. Separately, Digital Hive is the first agency to standardize its digital out-of-home media planning and buying system around a new Web-based platform, SeeSawAds.com.
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