TouchTunes launches DOOH ad platform

April 20, 2015

TouchTunes, the North American in-venue interactive music and entertainment network, recently announced the launch of Attract Media, a new digital out-of-home activation platform for advertisers and publishers to connect with millennial consumers in more than 60,000 social venues nationwide.

According to TouchTunes, the launch is "the next step in the company's evolution to create an unprecedented level of interaction between brands and consumers."

Attract Media's cross screen platform is aimed at both amplifying messaging and activating consumers via:

  • TVs/digital signage displays: video and display advertising, publisher content and real-time social feeds;
  • Mobile proximity: targeted, hyper-local push messaging; and
  • Digital jukeboxes: dynamic full-screen video and custom, interactive display experiences.

"The digital out-of-home category is a fast-growing market as it provides advertisers with highly compelling, interactive formats to engage consumers," TouchTunes COO Jim Wilson said in the announcement. "With Attract Media, we are transforming the way marketers can leverage digital 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," said Kevin Hunter, COO of Gimbal, a provider of location and proximity-based mobile engagement and Attract Media's proximity partner.

Attract Media also 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 soundtrack in-venue. Other 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," said Mike Coppola, vice president of media and advertising at TouchTunes. "To date we have engaged with top-tier publishers like Thrillist Media Group, Foursquare and The Chive to connect their content to our valuable audience."

TouchTunes said that advertising demand for Attract Media's capabilities continues to grow from buyers including WPP's Kinetic, which 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, in the announcement. "We're excited to continue our partnership with them and engage more interactively with a growing audience."

Topics: Advertising, Content Management, DOOH Advertising

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