InStore Heads Into Subways: The Restaurants, Not The Transit System

In the battle for dominance in the burgeoning retail media marketplace, InStore Broadcasting Network has cut a deal that will bring advertising and digital video content into subways nationwide - not the transit systems, but the fast-food chains. IBN, which is one of the Big 3 retail media networks, competing with Premiere Retail Network and CBS Outernet (previously SignStorey), that dominate the U.S. supermarket industry, is moving into the fast food business via a deal with Subway, MediaDailyNews has learned.

Details of the deal could not be discerned at presstime, but the agreement is believed to be system-wide, and would bring IBN's advertising and video content into nearly 30,000 subway restaurant franchises operating in some 85 countries worldwide, making it one of the biggest video advertising networks in the world.

McDonald's, the No. 1 fast-food chain, experimented with a video advertising network in a partnership with Turner Broadcasting in the 1980s, but ultimately pulled the plug on that venture. But IBN's deal with Subway no doubt will revive interest in the fast-food industry, coming at a time when digital out-of-home media networks are popping up in virtually every retail venue.



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