Zoom to Launch Out-of-Home Net

NEW YORK Out-of-home advertising is about to become a two-way street. Zoom Media & Marketing, an out-of-home media company specializing in place-based lifestyle networks, will disclose today the launch of an interactive out-of-home network leveraging Bluetooth technology in 100 bars and restaurants in New York, Los Angeles and Chicago.

Through a partnership with Kameleon Technologies, Zoom will combine backlit boards with a Kameleon Mobizone device that allows consumers to download free multimedia content to Bluetooth-enabled phones and other devices.

“Now we can offer our advertisers the opportunity to ‘broadcast’ free ad-related video trailers, music tracks, movie previews, sports clips and coupon offers to complement their in-bar campaigns,” said Lee Levitz, vp, marketing at Zoom.

Zoom chose bars and restaurants to launch the innovative place-based network because of the venues’ tendency to attract affluent, young, trend-setting consumers more likely to be comfortable with mobile phones and new technologies.