ABC does media sales deal for 7-11 Digital OOH network

April 6, 2011 by Dave Haynes

From MediaPost:

The DO marketplace is continuing to consolidate through new ad sales arrangements. Digital Display Networks reports ABC Regional Sports and Entertainment Sales will become the exclusive ad sales representative for DDN’s 7-Eleven TV network.

The exclusive ad sales rep agreement will allow the 7-Eleven TV network to benefit from ABC’s existing client relationships and national ad sales force, while ABC ad clients will be able to reach millions of consumers outside the home. (ABC RSES is a division of ABC National Television Sales.)

For its part, DDN will focus on expanding 7-Eleven TV’s existing network from its current figure of 1,100 stores to 6,200 stores by the end of the second quarter of 2012, when it will reach 200 million shoppers per month.

7-Eleven TV programming is targeted by demographics, locations and dayparts, with content including national and local weather, news and entertainment. It runs up to 20 ads per hour in 7-to-15 second spots, promoting in-store and out-of-store brands.

Definitely not the first time mainstream media has got itself involved in selling Digital OOH inventory. I don’t know that there has been a lot of success, since no matter how you spin it, the mediums are very different and TV people are used to selling something the clients already, totally, get. However, with training and the right leadership, a senior, experienced sales force has the potential at least to make things happen.

The rollout pace of this thing, steered by the software vendor Harris, is impressive. They were at 500 sites when this was announced at DSE.