7-Eleven to launch major in-store TV network


7-Eleven has contracted with Digital Display Networks to create one of the nation’s largest out-of-home digital networks in more than 6,200 7-Eleven stores throughout the US and Canada. Upon its full national deployment, 7-Eleven TV is expected to reach an estimated 190 million monthly viewers. Features will include around-the-clock programming with national and local entertainment news and weather, as well as exclusive content fit for convenience shoppers.

Other original content will consist of commercials advertising 7-Eleven’s signature, proprietary brands, in-store and out-of-store brands and special 7-Eleven promotions. Network programming will be divided into multiple day-parts to promote specific items at the time when they are most relevant to customers.

Two LCD high-definition TV monitors with directional audio, which reaches only those consumers positioned in front of monitors, are being installed in each store, with the complete network expected to be operational nationally by the fourth quarter of 2010. Digital Display Networks (www.ddninc.tv) is providing installation, content production and ad sales.

The in-store spots will be aimed at manufacturers and distributors whose products are carried in 7-Eleven stores with the ability to reach customers and influence their purchase decision.