Restaurants Take BITE Out Of TV

Bite networksDownturn or no, the digital out-of-home video business is still expanding--a sure sign that investors are betting on the medium's prospects for long-term growth. The latest new venture comes from IndoorDirect, which is launching theBITE Network, targeting diners at quick-serve and casual restaurants nationwide.

Currently, theBITE delivers content to a network of 42-inch LCD screens in 250 restaurants, including high-traffic locations in 14 national restaurant chains such as Denny's, Hardee's, Wendy's and Sizzler. There are typically two to four of these 42-inch screens, as well as a promotional screen at the point of purchase. IndoorDirect has ambitious plans to expand to over 1,000 locations during the first quarter of 2009, giving theBITE a presence in all of the top 25 DMAs.

The network features a 60-minute lifestyle program cycle with four hosts covering news, entertainment, music, and sports, updated once a week. Along with original content, theBITE has content licensed from CBS and Women's Entertainment. The digital network offers advertisers location-by-location addressability, helping them to target audiences more precisely. It also allows consumers to interact with the screens via mobile devices.

advertisement

advertisement

Fred Margolin, the CEO of IndoorDirect, said that when consumers are visiting quick-serve and casual restaurants, "they aren't distracted and are out of the house and ready to spend, making it an effective and measurable outlet for advertisers." The eateries are often located in retail-heavy areas, like malls, and attract more consumers than any retail category except grocery stores, with 202 million visitors per month, or about 42% of the American adult population. On average, the network reaches 10,000 people per restaurant each month, with dining customers spending 25 to 45 minutes per meal.

Margolin cited an Arbitron study which found that two-thirds of people who dined in recalled at least one ad they saw on the network. Eighty-five percent noticed the screens, and 90% of those who noticed the screens spent at least "some" time watching.

Next story loading loading..