When deployment is complete, 7-Eleven TV is expected to reach more than 200 million customers with programming and promotional advertising tailored to specific markets, customer segments and dayparts.
7-Eleven TV, a digital out-of-home (DOOH) advertising network, already operating in 500 of the highest traffic volume 7-Eleven stores in the country, including in New York, Los Angeles and Chicago, is set to roll out at 7-Eleven locations nationwide.
Harris Corp. an international communications and information technology company, and Digital Display Networks Inc. are carrying out the deployment that will bring 7-Eleven TV to a total of 6,200 stores, where it is expected to reach more than 200 million shoppers monthly.
Under a 10-year agreement valued at $75 million, with additional revenue-sharing potential, Harris is providing its award-winning Digital Out-of-Home hardware and software, InfoCaster and Punctuate, in addition to its Managed Services offering to Digital Display Networks, which is providing turnkey services, as well as managing content production and advertising sales for 7-Eleven TV.
Launched in 2010, 7-Eleven TV provides 24/7 programming in 7-Eleven Inc.’s convenience stores, featuring national and local entertainment, and news and weather, as well as advertising highlighting 7-Eleven proprietary brands, in-store and out-of-store brands, and special 7-Eleven promotions.
Based on an analysis of various Nielsen ratings data, the GRPU (gross rating point units) of 7-Eleven TV will make it the fourth largest broadcast TV network when fully deployed.
“With its rich and consumer-relevant content, huge scale, and precise measurements, 7-Eleven TV offers precisely the qualities needed for a highly effective, high-reach and high-impact digital advertising network. It’s not just a vision into the future: it’s the vanguard of how new, high-ROI advertising channels will be shaped going forward,” said Thomas Harrison, chairman and CEO of Diversified Agency Services, Omnicom Group Inc.
7-Eleven TV delivers programming and promotional advertising tailored to specific markets, customer segments and day parts. Harris DOOH software provides the scheduling flexibility for network programming to be divided into multiple dayparts, making it possible to promote specific items at times most relevant to customers. To maximize viewing, each store features two strategically placed LCD high-definition TV monitors and directional audio to attract consumers, and display promotions and products that shoppers can take advantage of in-store.
“Our aim is to offer 7-Eleven customers up-to-the-minute shopping choices at the point where they are making purchasing decisions,” said David Veckerelli, co-CEO of Digital Display Networks. ”The Harris DOOH software makes this possible by enabling content programming to be highly targeted, right down to the zip code and profile of a specific 7-Eleven store, while providing sales metrics to endemic advertisers.”
“7-Eleven TV is an incredibly powerful new medium for both 7-Eleven and its advertisers,” said Harris Morris, president, Harris Broadcast Communications. “Our integrated digital signage network solution with its rich DOOH software combined with our 24/7 managed network services — which are proven daily in the world’s most demanding production environments and live broadcast and live event venues — are driving 7-Eleven TV today, and are architected to expand with the network and support new applications, such as mobile and social media.”
Harris is building 7-Eleven TV around its InfoCaster DOOH software, which provides content creation, network management and media player monitoring with flexible proof-of-play reporting, and its Punctuate DOOH business management software for content scheduling and campaign management to facilitate advertising and scheduled distribution tuned to specific demographics, geographies, and day parts. The Harris DOOH software can manage 40,000 playlists, national and local ads, and all the software supporting transactions on a network.
Harris is supporting 7-Eleven TV with its Managed Services offering for 24/7 monitoring, data hosting and support via dedicated Network Operations Centers in Dallas, and Melbourne, Fla. These highly secure networking services are similar to those used by major enterprises, from the new Amway Center in Orlando to the U.S. Federal Aviation Administration.
“With the partnership of Harris, the nationwide deployment of 7-Eleven TV will become complete, and a milestone for the DOOH industry will be reached,” said Darren Mann, co-CEO of Digital Display Networks. ”This network truly signals the arrival of this advertising platform as one that can efficiently and effectively motivate purchases on a very large scale not unlike broadcast networks.”