Feb. 23, 2011
Panphonics, a provider of directional audio speakers, announced Wednesday that its patented Sound Shower loudspeakers have been installed in the industry’s largest in-store digital network, 7-Eleven TV.
Working with Digital Display Networks Inc. (DDN), the lead integrator on the 7-Eleven TV installation, the Panphonics speakers will reach an estimated 190 million monthly viewers at more than 6,200 7-Eleven stores throughout the United States and Canada.
The network, when completed, is expected to drive more than 2.3 billion impressions annually.
“The ability to create messages directly to consumers as they move in front of a display provides an immersive experience, even in a small convenience store, and this is the kind of innovation that consumers now expect from a digital out-of-home network,” said David Veckerelli, co-CEO of DDN.
In each 7-Eleven store where 7-Eleven TV is installed, the Sound Shower speakers are integrated with two LCD high-definition monitors that will target audio to consumers who are positioned directly in front of the monitors.
The 7-Eleven TV in-store network will deliver around-the-clock programming, with national and local entertainment news and weather, as well as content fit for convenience shoppers.
“Audio design in retail environments can be just as, if not more, vital to the customer than visual information,” said Kari Mettala, CEO of Panphonics. “We have created, with DDN, an experience that is at once subliminal and hyper-targeted, and creates a powerful impression on the consumer.”
7-Eleven TV will carry in-store spots for manufacturers and distributors whose products are carried in 7-Eleven stores, with the ability to reach customers and influence their purchase decision.