• by Tom Siebert , November 20, 2006

Broadband touchscreen jukebox company Ecast has started delivering ads targeted by factors including location as precise as ZIP code and genre of music, for marketers including Jeep and Verizon.

The out-of-home jukebox network has licensed DoubleClick's DART Enterprise advertising management technology, which provides sophisticated and flexible planning, serving and reporting capabilities, and will allow Ecast to better manage its inventory.

"Basically, now, with the Ecast network, when a customer is at the jukeboxes interacting with the content, our technology will be able to serve up relevant campaigns depending on the region, the specific location or the music," says said Rany Ng, product director, DoubleClick. "Plus, all interactivity is captured on the system and can deliver the information to advertisers in real time."

The DART Enterprise software allows advertisers to set their own targeting and impression goals; "hyper-target" their ads by venue, geography, type of music browsed or played; run overlapping, simultaneous, interactive advertising campaigns on Ecast's more than 8,000 location digital jukebox network; and easily manage and report on complex campaigns in a wide array of online and offline environments.

The DoubleClick DART Enterprise is currently being installed on the Ecast network and is scheduled for system-wide implementation in January 2007.

"We can now target campaigns down to the ZIP code, or smart-serve ads based on users' content consumption patterns," says George Giatzis, senior vice president, advertising sales, Ecast. "This level of specialization doesn't exist anywhere else in interactive, place-based out-of-home media."