• by October 23, 2000

If you're having a difficult time reaching the ever-elusive 21-34 demographic, why not get their attention in the places where they spend most of they're leisure time? Bars and restaurants.

SignCast nightlife network is now fully operational with 1,000 screens installed in more than 850 bars and nightclubs in the top 20 US markets. The SignCast nightlife network is targeted at the high-spending and hard-to-reach 21-to-34-year-old age bracket.

Displayed on 40" digital monitors, the nightlife network features highly compelling imagery in a unique environment which differentiates the SignCast network from television and other media formats. The content includes branded material from well-known lifestyle media sources, interspersed amidst bold, creative images and marketing messages, commanding viewer attention without disrupting the venue environment.

"Young adults are increasingly hard to reach with traditional media vehicles, tuning out messages from conventional sources. Advertisers who use traditional media to reach this demo often are wasting their money," said David Tanzer, SignCast's President and CEO.

"SignCast offers a new, unique medium which speaks to this core group of influential and trend-setting consumers in a new language. Our ads are packaged and delivered with other creative content in an environment where these consumers are open to new lifestyle ideas and, in the case of alcoholic beverages and tobacco products, an environment where ads can lead directly to purchase. Fashion, beauty, film, entertainment and consumer electronics products also have strong lifestyle appeal to our demographic," Tanzer added.

The company has partnered with HBO and Samsung for provide content and hardware. FlashCom, MegaPath and Exodus, among others, provide technological expertise, enabling broadband delivery that can be customized to each venue.

Buy-in on the venue level has outstripped expectations, with nearly 1,100 venues signed up in 22 markets across the United States to date, with an aggregate reach of two million viewers per week. The company plans to build out the network to reach 5,000 US nightlife venues within four years, as well as 2,000 European nightlife venues and twenty casinos.

"Advertiser interest in the product has been strong, and both our research and partner feedback tells us that viewer acceptance has been high. Already, club owners are seeing a direct impact on sales" noted Tanzer. One San Francisco-based club owner with SignCast screens running Stolichnaya vodka and Malibu rum spots, wrote to SignCast: "Since SignCast screens were put in my bar, sales of Stoli and Malibu rum have doubled."