• by Erik Sass  @eriksass1, April 3, 2009

Two leading digital out-of-home video companies are expanding their networks, offering advertisers new ways to reach consumers.

In the first expansion, cinema ad network Screenvision is bringing digital video to the lobbies of affiliated theaters. In the second, digital video network aggregator SeeSaw announced the addition of Sports Media, which operates a digital video network in sports arenas, to its portfolio of out-of-home network partners.

Screenvision is rolling out digital ad platforms in movie theater lobbies in partnership with Cinema Scene Marketing, which has already installed digital poster outlets in 100 locations -- a number that Screenvision expects to increase to 230 by the end of this year.

Cinema Scene's TrailerVision posters replace traditional vinyl ads with digital screens that can be changed to display multiple messages. Cinema Scene's digital displays include 3-D LCD screens and billboards, as well as interactive kiosks. The new digital offerings will operate as a network, allowing advertisers to achieve significant scale and update or adjust advertising in mid-campaign, if necessary.

The last year has seen growing interest in interactive digital displays for theater lobbies and other public spaces. In early 2008, Screenvision's competitor, National CineMedia, signed a deal with Reactrix to install interactive displays in the lobbies of NCM member theaters. However, Reactrix declared bankruptcy in December of last year.

Last week also saw the addition of Sports Media Inc. to SeeSaw's group of affiliated digital out-of-home networks. The deal gives SeeSaw advertising clients access to Sports Media's network of jumbotrons and television screens in over 500 sporting venues nationally, including Major League and Minor League baseball stadiums, NHL arenas, NBA arenas and NASCAR racetracks.

According to SeeSaw, the addition of Sports Media will increase its total weekly impressions to 55 million, with weekly impressions among sports enthusiasts rising to 18 million.