• by Erik Sass  @eriksass1, June 12, 2008

Ripple, a place-based video network that operates displays in local and specialty retail locations, is joining the Out-of-Home Video Advertising Bureau. Ripple's network of screens offers local and national news, weather, entertainment and local-event listings.

It was originally created to offer an ad platform to local advertisers that wanted to reach prospective shoppers in nearby retail locations; however, it has since grown to include a substantial amount of national advertising as well, aided by its partnership with the CBS Outernet, which was announced in January.

Ripple also has a deal with another OVAB member, SeeSaw, which aggregates place-based networks. Suzanne Alecia, OVAB's president, remarked: "Ripple's contributions to the growth of our industry make them a welcome addition to OVAB.

Calling it a "powerful media platform," Alecia says the collaboration between members and guidance from industry leaders ensure that OVAB continues to support both the advertising community and the operators of out-of-home video networks to measure and maximize value."