MediaPost Publications - Ripple Effect: Retailers Get Digital Video Ads - 05/07/2007
A new company, RIPPLE, is poised to help businesses large and small create their own digital place-based video displays to promote inventory and drive traffic. The expansion of the new service, announced today, promises to democratize place-based video advertising, a medium long dominated by large video networks in cooperation with national retail chains.
In effect, local stores will be able to advertise in other local stores using neighborhood networks. The network may also prove useful to national advertisers looking for local access.
Ripple has already established video displays at 400 locations throughout Southern California, Arizona, Nevada and Hawaii. The network's co-founder and president, Ali Diab, says it reaches an estimated 10 million consumers a month and hopes to expand the network to thousands of locations nationally by the end of 2007.
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