7-Eleven to Install Digital TVs in more than 6,000 Stores
7-Eleven is bringing TV to its stores.
In a deal with Digital Display Networks, digital TVs will be installed in more than 6,200 7-Eleven stores throughout the U.S. and Canada once the roll out is complete in the fourth quarter of 2010.
An estimated 190 million monthly viewers are expected to view the content, which will include ad spots featuring 7-Eleven’s signature, proprietary brands, in-store and out-of-store brands and special promotions, as well as national and local entertainment news and weather. The content will also include paid ads.
7-Eleven said the TVs will enhance the effectiveness of its promotions, food trials and proprietary and private-label products and influence customers purchase decisions, Kevin Elliott, 7-Eleven’s senior vice president of merchandising and logistics, said in a release.
“7-Eleven TV marks a new generation of advertising for us and will complement our external advertising programs,” Elliott said.
The content will run 24 hours a day, but will be divided into certain time frames to promote specific items at times most relevant to customers currently in the stores.
At each store, two LCD high-definition TV monitors are being mounted. The audio is directional, which sound will only reach customers standing in front of the monitors.
Digital out-of-home advertising is expected to average double-digit year- over-year growth through 2011 and is projected to exceed $3.5 billion in spending in 2009, according to media research company PQ Media.
