ADDISON, Texas — Indoor Direct has launched a new digital media network located in high-volume restaurant chains across the nation, offering patrons a mix of original and re-purposed content from CBS Outernet, provider of customized digital media networks and content to retail locations.
Segments include news, sports, animation, "behind the scenes," classic television shows, music videos and games. Advertisers will have the opportunity to run traditional spots or create customized, integrated spots into the content.
Indoor Direct is placing between two and four 42-inch LCD screens in eight major quick-service and casual-dining restaurant dining rooms. A third screen, called the Promotional Board Screen, is being placed at the point of purchase and promotes the restaurant's featured menu items.
Five of the chains participated in a recent Arbitron study done in conjunction with the launch of Indoor Direct. The study found that 42 percent of Americans over the age of 18 have visited at least one of the restaurants studied in the month prior to the survey. The findings also revealed that nearly two-thirds of the group, which spanned all consumer demographics, recalled at least one ad that was featured on the network.
"Brand messages in out-of home environments such as quick service and casual dining restaurants have the potential to influence consumers right before or after a shopping or entertainment event," said Diane Williams, product manager, custom research for Arbitron Inc.
An initial deployment of screens has launched in 70 locations within the top 13 U.S. markets. An additional 1,000 locations will begin to roll out by the end of the summer 2008.
