Channel M, Outcast Hire Execs

by , Nov 18, 2008, 6:05 PM
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John Caronna with OutcastTwo big out-of-home digital video networks hired new executives to ramp up their sales operations. Hires at Channel M and Outcast, and plans for expansion at other digital out-of-home networks, indicate widespread confidence in the future of the medium, even in the face of an economic meltdown.

Shortly after completing the merger of Fuelcast, a gas station TV network, and Bhootan, a network of digital displays in convenience stores and other retail locations, the newly formed Outcast said last week that is was expanding its national sales team. John Caronna was appointed vice president of sales for the Western region, while Roger Blackshaw will hold the same position for the Central region. Caronna comes to Outcast from competitor Gas Station TV, where he was also head of sales for the company's Western region. Before joining Fuelcast, Blackshaw was a founder of Place Based Ads, another digital out-of-home ad company.

In late October, Channel M announced that it had hired four new executives, including Jalil Keval, appointed vice president of sales; Jonathan Keller and William Boeka, named directors of business development in Chicago; and Natalie Weymouth, who came on as director of business development for Channel M's New York office.

Keval was previously vice president of sales at Parisa USA, a lingerie and swimwear manufacturer, and he also held management roles at Vanity Fair Corporation, Jockey and Tommy Hilfiger. Keller was previously the director of sales for Reactrix, the now-defunct digital out-of-home network that installed interactive displays in public places.

Boeka's most recent position was with Captivate Network, which operates digital displays in the elevators and lobbies of office buildings. Weymouth's previous experience includes working as a national account director at Ubiquitous Media.

More recently, Channel M said it is increasing its advertising network by opening up two retail networks that previously carried only editorial and promotional content for their respective venues. The first network, in Ashley Furniture retail locations, consists of about 1,500 screens in 215 stores across the country; Channel M says it reaches about 900,000 visitors a month, with an audience profile skewing toward women.

The second, ecko, offers advertisers video displays in 68 retail locations nationwide, with an audience profile dominated by young men. The ad formats now on offer in these locations include 30-second spots and flash billboards. As the producer of original content for its video networks, Channel M can also execute product integration complementing these formats.

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