In-store video network Danoo has relaunched as Reach Media Group (RMG), an out-of-home digital media network that targets consumers at retail, on airplanes and in fitness clubs. Danoo acquired rival outdoor digital ad network IdeaCast to scale out in July; the combined companies now reach 15,000 screens with content and ads from networks like *Disney* and CNN.
New CEO Garry McGuire told VentureWire that the goal is to reach 75,000 screens by the end of this year, and 100 million monthly impressions by 2010 (the company says it reaches 33 million monthly uniques now), so more acquisitions are likely on tap.
RMG is backed by National CineMedia (formerly majority stakeholder in IdeaCast) and Kleiner Perkins Caufield & Byers (KPCB), which previously invested in Danoo. Its most well-funded rival is Clear Channel (NYSE: CCMO) Outdoor; but other networks like Gas Station TV (GSTV) offer a similar blend of branded content and more traditional commercial spots.
According to Norm Chait, SVP and director of OOH investment and activation at MediaVest, the inability to reach and target a large enough group of consumers has kept some advertisers from spending more on digital out-of-home buys.
RMG is hoping that it can get bigger ad deals by organizing its sales team and selling packages across three networks: its Business Traveler Network targets fliers at over 150 airport retail locations, and on JetBlue, Frontier and Continental Airlines flights; the Health & Fitness network includes more than 700 health clubs, and its Urban Mobile network runs in over 850 stores New York, Boston, Chicago, Los Angeles and San Francisco. Release.
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