Cross-Screen DOOH Activation Platform Connects Brands to Millennials in over 60,000 Social Venues
NEW YORK, NY — TouchTunes has launched a new digital out-of-home (DOOH) activation platform called Attract Media to connect advertisers and publishers with millennial consumers with its in-venue interactive music and entertainment network located in over 60,000 social venues across North America and Europe.
According to TouchTunes, Attract Media is a cross-screen DOOH activation platform designed to amplify brand messaging and connect with consumers using TouchTunes’ Digital Jukebox network, in-venue digital signage, and proximity-based mobile.
“The digital out-of-home category is a fast-growing market as it provides advertisers with highly compelling, interactive formats to engage consumers,” said Jim Wilson, Chief Operating Officer at TouchTunes. “With Attract Media, we are transforming the way marketers can leverage digital signage screens in-venue as an activation platform by integrating mobile, social, proximity, and other technologies.”
“Attract Media’s ecosystem showcases an opportunity for brands to leverage businesses with beacon-enabled technology to deliver relevant engagements to interested consumers at the right time,” added Kevin Hunter, COO of Gimbal, the leader in location and proximity-based mobile engagement and Attract Media’s proximity partner.
Attract Media has recently partnered with Universal Pictures to promote the film Fifty Shades of Grey using Attract Media’s screens; consumers across the country could view the film’s trailer, swipe through an interactive photo gallery, and play music from the film’s soundtrack in-venue. Other Attract Media advertisers have included Coors Light and Jack Daniel’s Tennessee Honey.
“We’re proud to open up our platform’s massive footprint not only to digital advertisers, but also to publishers eager to drive incremental utility, engagement and revenue streams.” explained Mike Coppola, Vice President of Media and Advertising at TouchTunes. “To date we have engaged with top tier publishers that include Thrillist Media Group, Foursquare, and The Chive to connect their content to our valuable audience.”
TouchTunes says that interest in Attract Media by agency media buyers is increasing and includes WPP’s Kinetic, who accesses Attract Media’s inventory directly, as well as programmatically through its exchange.
“Attract Media’s TV initiative is what the market is looking for – video alongside compelling content in a millennial-rich environment,” said Mike Gamaroff, Head of Innovation at Kinetic Worldwide. “We’re excited to continue our partnership with them and engage more interactively with a growing audience.”
TouchTunes Interactive Networks was just recently acquired by Searchlight Capital Partners, L.P. Searchlight Capital, also acquired a controlling interest in Ocean Outdoor, a leading DOOH advertising provider in the UK.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media