• by Erik Sass  @eriksass1, February 22, 2008

Two big place-based video companies are teaming up to expand their reach, possibly heralding a new round of deal-making in the booming out-of-home video market. The non-financial strategic alliance brings together IdeaCast--which operates Health TV, Transit TV and the Six Flags TV network--with Gas Station TV, which operates a network of displays in gas station pumps and convenience stores. Offering access to consumers in the top 150 DMAs, the companies hope to deliver 1 billion impressions to advertisers by the end of this year.

Jason Brown, IdeaCast's president of sales and marketing, touted the new partnership's advantages: "By bringing together several premiere alternative broadcast networks, we will help advertisers successfully market to the moving target." He says it provides access to consumers with relevant content, at times and locations when they are receptive. The key is reaching people when they are close to "making important purchase decisions."

Gas Station TV's network of video displays in gas pumps reaches consumers during the several minutes of "down" time as they fuel their vehicles. It mixes advertising, news and entertainment from CBS, ESPN and AccuWeather. The company is expanding its network to include video screens in gas station convenience stores.

On the IdeaCast side, Health Club TV brings news, entertainment and advertising to 1,000 health clubs and gyms in the U.S., with content from partners, including CNN, ESPN, CNBC and MSNBC. Its Transit TV property operates 8,500 screens in 3,900 vehicles in Los Angeles, Chicago, Atlanta, Orlando and Milwaukee.

Six Flags TV, also owned by IdeaCast, reaches consumers in the national chain of theme parks as they wait in line for rides.