Danoo now known as Reach Media

August 19, 2009 by Dave Haynes

Danoo has dropped its dotcom-ish “what-does-that-mean?” handle in favor of a more accesible name, Reach Media Group, as part of its restructuring to roll in the assets, people and footprint of newly-acquired IdeaCast.

In a news release, the new entity says it is planning to focus on three verticals: the Business Traveler network, the Health & Fitness network and the Urban Mobile network. 

“The media landscape is changing,” said (newly hired) Garry McGuire, RMG’s CEO. “People are increasingly consuming media throughout their day, untethered to traditional channels and often away from home. Advertisers need to find ways to deliver targeted messages in these environments. RMG’s audience networks are constructed to facilitate a highly targeted discourse with consumers. Our technology brings many of the features that advertisers have come to expect based on their experiences online, including contextual relevance and greater accountability, into the offline world. By specifically connecting advertisers with their targets, our new structure eliminates the waste associated with traditional forms of advertising.”

“One of the challenges for advertisers to date in the location-based media space has been the fragmented nature of the medium, which makes it difficult to stitch together a consistent target audience across different networks,” said Norm Chait, SVP and Director of OOH Investment and Activation at MediaVest. “RMG’s focus on building consistent and targeted audience networks and its commitment to scaling them going forward is a critical step in the evolution of the industry.”

RMG’s three initial audience networks – the Business Traveler network, the Health & Fitness network and the Urban Mobile network – stretch across more than 15,000 screens nationwide and will deliver more than 30 million impressions monthly. RMG’s Business Traveler network aggregates affluent, on-the-go business travelers in more than 150 airport retail locations nationwide and more than 7,800 seatback TVs on JetBlue, Frontier and Continental Airlines. The Health & Fitness network delivers social, image-conscious fitness enthusiasts while they are working out in more than 700 health clubs and hundreds of DMAs. The Urban Mobile network reaches the on-the-go urban professional at multiple touch-points throughout their day in more than 850 venues in dense concentration in the top five markets. All three networks reach a highly desirable but elusive audience of affluent, active and influential light television viewers.

The Urban Mobile packaging makes a lot of sense, as it sounds far more sophisticated than what it is – screens in coffee shops and delis.