CBS Outernet Adds 4,100 GameStop Locations
CBS Outdoor's digital out-of-home division, CBS Outernet, has completed the expansion of the GameStop TV network to 4,100 GameStop stores nationwide, making GameStop TV (and CBS Outernet) one of the largest digital out-of-home networks in the country.
The GameStop TV network consists of 40-inch, HD LCD screens located near point-of-sale checkout areas, reaching GameStop customers in a high-traffic area when they are most receptive to marketing messages.
Jesse London, vice president and general sales manager for CBS Outernet, stated that "the exceptional customer-centric gaming content engages customers with the latest in gaming news, insider info and other timely and compelling content to drive high viewership."
GameStop TV programming includes product promotions, game previews, developer interviews and custom content drawn from various CBS media properties.
On that note, CBS Outernet cited a study by Nielsen Media Research which found GameStop TV advertising and editorial content reaches, on average, 16 million viewers twice each month.
Intercept studies found that 91% of GameStop shoppers find the network "entertaining," while 88% find it "informative," and 85% said they are more likely to purchase products or services promoted on the network.
CBS Outernet handles ad sales for the network exclusively.
CBS first announced its partnership with GameStop (including plans to expand the GameStop TV network) in June 2008, noting that the video game stores are ideal venues for reaching tech-savvy young men ages 18-34 -- a desirable but increasingly elusive target demo.
The build-out was originally supposed to be complete by the end of 2009, but fell behind schedule.
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When first launched, it was probably a good network idea. Today, the value of the network is very much reduced because it only offers passive content. Viewers in that demographic engage more with on-demand media and touch screens.
Unfortunately this network will become outdated very fast, and insignificant in today's media world. What a shame and waste of thousands of screens.