Harris Corporation and Digital Display Networks, Inc. Report 7-Eleven TV Network’s Early Advertising Success
March 08 2012 - 9:00AM
Business Wire
Harris Corporation (NYSE:HRS) announced that 7-Eleven TV
significantly increased sales and revenue for advertisers across
4,344 stores in its first year of operation — validating the
influence that digital out-of-home media has on consumers. The
company reported that:
- Well-known national carbonated beverage
brand sales were 17-to-35 percent higher in stores using digital
advertising versus non-digital tactics.
- Targeted Hispanic language advertising
resulted in a 21-percent sales increase for a leading national soft
drink advertiser.
Meanwhile, the new Nielsen Fourth Screen Report confirms
7-Eleven TV advertisers are reaching targeted demographics and
attracting viewers, with approximately 93,500,000 monthly ad
exposures. The report arms media buyers with valuable audience
metrics on one of the nation’s largest digital out-of-home
networks, with targeted impressions rivaling the top four broadcast
TV networks.
Key Nielsen study figures include:
- Large audience shares in key
advertising demographics including ages 18-49 (80 percent) and
18-34 (43 percent);
- Strong advertising recollection, with
68 percent remembering at least one ad; and
- Strong screen recognition, with 72
percent stopping to view screens — translating to increased
customer dwell times in stores.
“The Nielsen Fourth Screen Report data clearly legitimizes the
digital out-of-home model as a powerful advertising medium,” said
John Watkins, president of ABC National Television Sales.
Darren Mann and David Veckerelli, co-CEO's of DDN, provide
additional perspective on the results: Mann said, “The report
proves to both endemic and non-endemic advertisers that we are
attracting viewers and reaching a highly sought after demographic.”
Veckerelli added, “As a result, the stores are reporting increased
consumer dwell times and higher sales. All of this is attributable
to the power and impact of in-store digital signage.”
7-Eleven TV broadcasts programming that features entertainment
content including Jimmy Kimmel Live, Access Hollywood and G4’s
Attack of the Show, and custom, targeted advertising sold through
ABC Regional Sports and Entertainment Sales. Harris provides
extensive network management capabilities across all store
locations. 7-Eleven TV network advertisers include major brands
such as Pepsi, Frito Lay, Hershey, ESPN and the California
Lottery.
“Digital media is reaching consumers today in more ways than
ever, and 7-Eleven TV proves the bottom-line impact for advertisers
within the digital out-of-home model,” said Harris Morris,
president, Harris Broadcast Communications. “The Nielsen Fourth
Screen Report metrics prove that strong video content and targeted
advertising have a powerful influence on in-store sales.”
About Digital Display Networks, Inc.
Digital Display Networks (DDN), www.ddninc.tv, is a digital
network provider that creates and installs digital networks,
produces and manages all content and administers advertising sales
to provide a singular digital signage solution at point of
purchase. DDN’s 7-Eleven TV currently airs in over 4,300 7-Eleven
convenience stores located in the top DMA’s in the United States,
reaching over 93 Million customers each month. DDN was formed by
the principals of Explorer TV (www.explorer-tv.com), the nation’s
largest in-hotel digital visitor information TV network servicing
over 150,000 hotel rooms in major cities in the U.S. and Europe, as
well as cruise ships, visitor information centers and airports.
About Harris Corporation
Harris is an international communications and information
technology company serving government and commercial markets in
more than 150 countries. Headquartered in Melbourne, Florida, the
company has approximately $6 billion of annual revenue and about
17,000 employees — including nearly 7,000 engineers and scientists.
Harris is dedicated to developing best-in-class assured
communications® products, systems, and services. Additional
information about Harris Corporation is available at
www.harris.com.
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