• by Erik Sass  @eriksass1, January 26, 2009

Hotels.com, a Web site that helps you find a home away from home, is going out-of-home itself--specifically, digital out-of-home video. With the launch of its new campaign, Hotels.com joins a series of marketers and advertisers that have combined their Internet presence with place-based digital media. 

In 2009, Hotels.com is partnering with IdeaCast to reach consumers on the go via three of its digital out-of-home video networks: Airline TV, Health Club TV and Six Flags TV, which serves the well-known amusement parks. The 30-second and two-minute spots are part of a larger ad campaign spanning print, broadcast and interactive media. These may include other channels at the theme parks. In January 2008, Six Flags launched a new combined media operation allowing advertisers to coordinate messages across TV, radio, print, outdoor, experiential and online.

The combined out-of-home and online play has become more common over the last year.

In October, BuzzDash, an online polling site, partnered with Transit TV to introduce a trivia game for bus passengers in Los Angeles, Chicago, Atlanta, Milwaukee and Orlando using its in-vehicle digital network. Also in October, Channel One, a video news network that reaches millions of high-school students in their classrooms, complemented its NBC-produced coverage of the 2008 election with citizen journalism and an online mock vote at its Web site.

In August, Captivate Network--which delivers news and information to thousands of digital screens in office building elevators--said it was preparing to launch a consumer news site, Captivate.com, at which viewers can learn more about the 15-second stories appearing on elevator screens.

Also in August, Channel M--which delivers original entertainment content to 20,000 retail locations, including Macy's and Blockbuster stores--created original content for a new live entertainment-themed portal operated by Washington Mutual, called Washington Mutual Live. (No word whether this deal survived WaMu's recent collapse, seizure and sale by the Feds.)

Another company, Access 360, targets adults ages 18-34 via three platforms: an in-store network, online and mobile devices. Its in-store network reaches 14,000 retail locations, including Journeys, f.y.e., Game Crazy, Quiksilver, G by Guess and Hollywood Video. Access 360 has created integrated marketing campaigns across these platforms, for clients including Cingular, Motorola, Macy's Lionsgate, Honda, Wrigley's and Samsung.