Commentary

Monster Media Buys LocaModa

Digital out-of-home network Monster Media has acquired LocaModa, which helps DOOH networks and advertisers integrate social media content into their campaigns, including mobile and online channels. LocaModa has its own network of DOOH affiliates and clients, so the acquisition will also increase Monster Media’s reach.

Using careful filtering mechanisms, LocaModa’s platform draws content from sources such as Facebook, Twitter and Instagram and incorporates it into digital ad messaging to drive engagement between brands, venues and audiences. The technology has been used to display filtered Tweets and photos alongside branded content on digital signage in New York’s Times Square as well as in airports, bars, retail stores and quick service restaurants, and at conferences and concerts.

LocaModa has worked for clients including Levi’s, Gap, AT&T, Pepsi, Gatorade, One Direction, GM and Sharpie, executing campaigns on jumbotrons in Times Square and sports stadiums including Madison Square Garden, as well as interactive advertising on DOOH networks in the U.S., Europe, and Japan.

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In April, Monster announced a partnership with National CineMedia, which tapped Monster to create interactive “Monster Wall” video displays in the lobby areas of theaters located in the top 10 U.S. media markets. The Monster Walls, which measure 8 feet by 10 feet and come equipped with NFC, photo-capture and augmented-reality capabilities, invite passers-by to interact with a variety of entertainment and game content, as well as interactive advertising.

Meanwhile Monster and LocaModa aren’t the only ones working to combine digital out-of-home and social media. Back in March Phizzle unveiled a new product, Broadcaster iX Social, that enables digital signage in sports arenas and other big venues to integrate social media components into digital marketing campaigns. The feature is compatible with Facebook, Twitter, Google+, and Foursquare, among others. In 2011 X2O unveiled a new set of templates for displaying content from social media sites like Twitter and Facebook on its digital signage screens. And Visix has marketed digital signage designed for social media, including a “Twitter Board” and “Twitter Bulletin.”

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