7-Eleven Opens In-Store Network To Advertisers

Convenience store giant 7-Eleven has become the latest out-of-home network open to advertisers.
Parent 7-Eleven Inc. has contracted with Digital Display Networks, Inc. to create one of the nation's largest out-of-home digital networks in more than 6,200 outlets throughout the United States and Canada.
The rollout, which has begun with 60 stores, 20 apiece in Texas, Florida and California, is expected to be complete in the fourth quarter of 2010. At this stage, the network will reach an estimated 190 million monthly viewers, according to executives at 7-Eleven and DDN.
Each of the stores is being outfitted by a pair of LCD high-definition TV monitors with directional audio. DDN is providing turn-key services, supervising installation, content production and advertising sales.
DDN is assembling programming with national and local entertainment news and weather, as well as exclusive content fit for convenience shoppers. Programmed into five different dayparts, the four-minute loops (the average time a consumers spends in a 7-Eleven) can house ads running from seven to 15 seconds.