SeeSaw Adds Inventory From Sports Networks

Digital out-of-home aggregator SeeSaw Networks added inventory from four networks targeting sports fans, the advertising company announced Wednesday (Sept. 25). Inventory from DirecTV’s Atherton Communications, ONTrack, OnSite Network and The Bar Network increase SeeSaw’s sports enthusiast network by about 3 million weekly impressions for a total of about 12 million.

The four new networks bring a mix of sports-related venues to SeeSaw’s sports enthusiast network. Atherton Communications operates a blimp with the world’s largest airborne digital screen at some of the nation’s biggest sporting events. ONTrack operates a network of screens at more than 1,100 race tracks betting and casino sports book locations. OnSite Network operates a network of screens in 185 sports bars across the country. The Bar Network operates a network of screens in Manhattan bars and lounges.

“These networks are a substantial addition,” said Rocky Gunderson, founder and vp of marketing and network development for SeeSaw, which has been building out networks and organizing the inventory by lifestyle. “Scale is a big deal.”

Since SeeSaw pioneered representation of out-of-home digital networks, its scale has grown to 40 digital out-of-home networks in 26,000 venues for a total of 50 million weekly impressions. That has helped to attract national and regional advertisers to a medium that is highly fragmented and difficult to buy.

“SeeSaw’s scale and ability to target behavioral patterns provides an excellent new opportunity for marketers to engage the right consumers,” said Jack Sullivan, senior vp and out-of-home activation director for Starcom.

“We kicked off this notion of aggregation. It’s now becoming a way of doing business,” Guderson said.