7-Eleven Switches On Video Network

7-Eleven, home of the Slurpee and the Big Gulp, has launched a 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.

The network is provided by Digital Display Networks, which produces turnkey services for 7-Eleven TV, including installation, customized programming and advertising.

Digital video networks are catching on with retailers, such as Denny’s, Pizza Hut and Walmart, which leverage them for in-store merchandising and creating a positive customer experience. 7-Eleven, the No. 1 convenience store chain, is no exception.

“This network will not only deliver relevant content but information on products and promotions that are of particular significance to the convenience store customer,” said Kevin Elliott, vp of merchandising and logistics for 7-Eleven. “We also want to enhance sales opportunities for our suppliers, and this network provides an effective platform to deliver sales messages at relevant times right at the point of sale, where the majority of purchase decisions are made.”

Programming runs in four-minute loops, mirroring the average length of the customer in 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.

Nielsen Business Media