• by Erik Sass  @eriksass1, June 3, 2013

ABC Regional Sports and Entertainment Sales, a division of ABC National Television Sales, has partnered with Branded Cities Network to create a national digital out-of-home LED network. The deal calls for both partners to expand their existing networks, while joining forces for advertising sales, offering advertising clients greater scale and efficiency for their DOOH campaigns.
 
Previously, BCN formed a strategic alliance with Panasonic North America’s Eco Solutions, which will provide energy-efficient hardware and infrastructure for the expanded LED signage networks. LED displays consume significantly less energy than traditional video screens, making them attractive from both environmental and cost standpoints.
 
This is the latest in a series of moves by ABC Regional Sports and Entertainment Sales to expand the reach of its digital signage network. Back in January of this year, ABC RSES acquired three signs on the Bowtie Buildling in New York City’s Times Square.

Other big outdoor advertisers are also looking to bolster their networks and streamline ad sales for clients. In May, Clear Channel Outdoor unveiled “consumer networks” that bundle out-of-home assets targeting specific audiences in order to streamline and simplify the media planning and purchasing process. The networks combine CCO ad inventory at national and regional levels, eliminating the need for media buyers to select individual properties.
 
The CCO networks are defined by various demographic, geographic and psychographic factors, allowing advertisers to choose from outdoor portfolios targeting market segments, including Hispanics, African-Americans, women or men 18-49 and 18-34, and consumers with incomes greater than $75,000, $100,000 and $150,000 per year.