7-11 Targets The 'Big 4,' Broadcast Nets, That Is
In a deal that its principals say will transform the 7-Eleven convenience store chain into the fourth largest "broadcast TV network" in the U.S., Harris Corp. Wednesday will deploy broadcast TV quality digital out-of-home screen technology across 6,200 of the chain's stores nationwide. The 10-year agreement with Digital Display Networks, operator of the fledgling 7-Eleven TV network, is valued at $10 million.
7-Eleven TV, which was launched in 2010, and currently operates in 500 stores, is part of a rapidly expanding marketplace of digital out-of-home media, including place-based networks that are blurring the lines of television for advertisers, agencies, and especially consumers.
When fully deployed, the operators project, that based on projections of Nielsen "gross rating point" data, 7-Eleven TV will rank as the "fourth largest broadcast TV network."
7-Eleven TV broadcasts ad-supported programming tailored to specific markets, customer segments and day parts. The 6,200 7-Eleven stores currently reach an estimated 200 million shoppers each month.
Harris said its software will enable 7-Eleven TV to schedule programming and advertising in an even more granularly targeted way, making it possible to, "promote specific items at times most relevant to customers."
"Our aim is to offer 7-Eleven customers up-to-the-minute shopping choices at the point where they are making purchasing decisions," David Veckerelli, co-CEO of Digital Display Networks stated, adding that Harris' software would make it possible to target content and ads, "right down to the zip code and profile of a specific 7-Eleven store, while providing sales metrics to endemic advertisers."