ABC Sells Ads for 7-Eleven TV

7-11-StoreFront

The DO marketplace is continuing to consolidate through new ad sales arrangements. Digital Display Networks reports that ABC Regional Sports and Entertainment Sales will become the exclusive ad sales representative for DDN's 7-Eleven TV network.

The exclusive ad sales rep agreement will allow the 7-Eleven TV network to benefit from ABC's existing client relationships and national ad sales force, while ABC ad clients will be able to reach millions of consumers outside the home. (ABC RSES is a division of ABC National Television Sales.)

For its part, DDN will focus on expanding 7-Eleven TV's existing network from its current figure of 1,100 stores to 6,200 stores by the end of the second quarter of 2012, when it will reach 200 million shoppers per month.

7-Eleven TV programming is targeted by demographics, locations and dayparts, with content including national and local weather, news and entertainment. It runs up to 20 ads per hour in 7- to-15-second spots, promoting in-store and out-of-store brands.

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This is just the latest in a series of ad sales rep agreements between DO networks and other major media companies.

In early March, Titan announced that it will serve as the exclusive sales and marketing agent for TargetCast Networks, which operates 3,500 screens in 1,200 locations nationwide -- concentrated in national and regional casual dining and fast-casual restaurants including Applebee's, Chili's, T.G.I. Friday's, Outback, Tully's, Seattle's Best, and Coffee Bean.

Last year, RMG Networks (previously Danoo) struck a deal to share ad inventory and content with mtvU, MTV's 24-hour college network. RMG also serves as the exclusive DO sales rep for mtvU. In 2009, following a merger between Danoo and Ideacast, National Cinemedia began providing national and local ad sales representation to the DO networks.

Also in 2009, Premier Retail Networks assumed ad sales responsibilities for TCN competitor IndoorDirect, which operates a digital video network reaching 1,077 quick-service and family-dining restaurants.

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