IN DEPTH: The march of the aggregators
Out-of-home advertising aggregators continue to develop their penetration of the North American market, with Adcentricity and Argo Digital Solutions’ rVue both adding new networks.
In Europe, meanwhile, Neo Advertising’s BookingDooh aggregation service is highlighting its scale – with tongue perhaps partly in-cheek – by offering media planners a 33,000-screen, 67m-reach two-week campaign for €110,000 ($157,000).
Joining Adcentricity – which will now offer airtime on their screens as well as those of other network operators to advertisers in a single buy – are Affinity Group, with displays in New Jersey and Manhattan ferry terminals; American Digital Signage, in grocery stores in the Midwest and northeast; Eye Candy Digital Signage, with screens in convenience stores, restaurants and bars in the southeast; Redstone Media Group’s PAL TV network in pet stores; and Sports Retail Networks’ Golf Network.
rVue, meanwhile, gains the ONTrack network, with screens at racetracks and other betting locations, as well as dental network NobelVision.
The most significant of the new contracts may be rVue’s with ONTrack, which says it has 66,000 displays at more than 1100 sites. Last September, it signed up with rVue and Adcentricity’s rival SeeSaw Networks.
Count ’em
In Europe, BookingDooh’s offer of a fortnight’s exposure on some 33,000 screens with a gross reach of 67m consumers, all for €110,000, appears intended to bring home to campaign planners the extent of the network that it has assembled since launching around the beginning of this year.
Those 66m consumers represent roughly a sixth of the total population in the 11 countries BookingDooh covers. The aggregator’s highest penetrations are in Sweden and Switzerland, where its networks’ gross reach equates to nearly all the countries' (comparatively small) populations, while gross reach as a proportion of population is around half in Portugal and the Netherlands, and around a third in the UK.
Overwhelmingly the largest number of screens, however, is in Italy, where gross reach is less than ten percent – a potent illustration of the pitfalls in comparing one screen advertising medium with another purely in terms of network size.
BookingDooh represents network operators with screens in shopping malls, supermarkets, other retail locations, and cinemas.
www.adcentricity.com
www.affinitygroupmedia.com
www.americandigitalsignage.com
www.bookingdooh.com
eyecandydigitalsignage.com
www.nobelvision.com
ONTrack Network
redstonemediagroup.com
rvue.com
www.seesawnetworks.com
Sports Retail Network
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