TV and print firms moving into out-of-home
Fox and NBC in the U.S., as well as Pacific Magazines in Australia, are among the latest mainstream media firms dipping their toes into the digital out-of-home market.
NBC’s Digital Health Network, which it distributes across multiple screen and online platforms, has signed up two new place-based services to carry its content: StayHealthy, which operates kiosks (pictured) in colleges and gyms, and Windstone Communications, whose MD Outernet screens are placed in medical waiting rooms.
The company also recently developed a content-sharing deal with The Newborn Channel and The Patient Channel – both of them projects of GE, NBC’s owner – and is working with eTagz, which has developed technology that will trigger content changes on in-store digital signage using RFID chips embedded in product packaging.
Meanwhile, ProLink Solutions, which has put screens in golf carts at more than 700 courses around the world, has signed up Fox-owned sports specialist National Advertising Partners to sell integrated advertising packages in the U.S. that will include airtime on the golf-cart screens and on Fox-owned networks, as well as online. About half of the courses with ProLink screens are in the U.S.
ABC New Media Sales also represents ProLink, which charges advertisers about $5000 per hole per course per year. The network, which offers advertisers interactive e-commerce features such as clubhouse food and drink ordering as well as straightforward ad spots, says it reaches an affluent and largely male audience.
Magazines on-screen
And it is not just TV companies which are exploiting the potential of linking up with digital-signage firms. In Australia, Pacific Magazines, whose titles include local editions of Marie Claire and Men’s Health, is now providing branded custom content to screens operated by Prime Digital Media (PDM).
The deal will allow Pacific Magazines to sell its advertising clients a presence out-of-home as well as on the pages of its titles.
The first of PDM’s networks to show the magazine content will be Boost TV in Boost Juice outlets.
www.fox.com
www.gehealthcare.com
www.goprolink.com
www.nbcunidigital.com
www.newborn.com
www.pacificmagazines.com.au
www.primedigitalmedia.com
www.stayhealthy.com
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