SeeSaw Enhances Sports Coverage With 3 Nets, Blimp

SeeSaw Networks has added three place-based networks and a blimp to its portfolio of digital out-of-home networks targeting sports fans: the ONTrack, OnSite Network and The Bar Network, which delivers sports programming to bars and gambling venues, and the Atherton Communications blimp.

The blimp--equipped with a digital "jumbotron" screen, described by Atherton as the world's largest airborne screen--buzzes spectators at sporting events.

These four additions will increase weekly impressions for SeeSaw's "sports enthusiast" network (or meta-network) to a total 12 million per week.

The most prominent addition is the blimp--Atherton's DirecTV Starship, which carries the DirecTV logo on one side and a 2,100-square-foot digital screen composed of LEDs on the other. The blimp, which travels to different venues around the country during major sporting events, typically hovers about 1,500 feet above the ground, and can carry live and pre-programmed broadcasting.

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OnSite and The Bar Network both deliver sports programming to TVs in bars. OnSite operates a network of screens reaching 185 sports bars around the country, while the Bar Network serves bars and lounges in Manhattan.

Currently, SeeSaw has deals with 40 digital out-of-home networks reaching a total of 26,000 venues, generating about 50 million impressions a week. SeeSaw began on the West Coast, but has rapidly expanded its presence in other major markets: It has 1,046 venues in New York, 456 in Boston, 260 in Philadelphia, 254 in Atlanta, and 555 in Chicago.

Campaign planning, media buying, billing and confirmation are all handled through SeeSaw's Web platform; which emphasizes automation and the convenience of a single point of purchase.

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