7-Eleven, home of the Slurpee and the Big Gulp, has launched its digital-video network, dubbed 7-Eleven TV.
The digital-video network, currently installed in 60 stores in California, Texas and Florida, is slated to roll out to more than 6,200 stores by the end of 2010. Once fully deployed, 7-Eleven TV will reach an estimated 190 million consumers, making it one of the nation’s largest digital, out-of-home networks, according to the company.
The network is provided by Digital Display Networks, which produces turnkey services for 7-Eleven TV, including installation, customized programming and advertising.
Programming runs in four-minute loops, mirroring the average length of the customer in a store. Five loops programmed by day part—to promote specific items at the time most relevant to shoppers—offer a mix of local and national news, weather and entertainment news from RSS feeds and a variety of content partners.
Ads promoting 7-Eleven’s proprietary brands and in-store and out-of-store brands, will air every four minutes and will run 7-15 seconds in length. About 20 spots will air per hour. Retailers leverage digital video networks for in-store merchandising and creating a positive customer experience.