Category Leaders in Location-Based Media and Captive TV Join Forces
in New Venture Providing Scale for Marketers
Danoo, a leading digital location-based media network with interactive
video screens in popular retail locations, has acquired IdeaCast, the
leading provider of advertising in the rapidly expanding captive
television category. This combination creates one of the largest and
most advanced media platforms in the location-based media space. As part
of the transaction, National CineMedia, LLC (NCM), operator of the
largest digital cinema network in North America for cinema advertising,
alternative entertainment and events, and Kleiner Perkins Caufield &
Byers (KPCB), a leading venture capital firm with a rich history of
building entrepreneurial investments into successful enterprises, will
each hold a minority interest in the new company. The assets acquired by
Danoo had been previously acquired by NCM from the original IdeaCast
entity. The new Danoo corporate entity will continue to operate and sell
advertising across its digital media networks under the Danoo and
IdeaCast brands.
Danoo and IdeaCast have exclusive contracts to present content and
advertising in thousands of high traffic and extended dwell time venues,
including top-tier health clubs, airport newsstands, seatback TVs on
JetBlue, Frontier and Continental Airlines, and a dense concentration of
coffeehouses, upscale delis and cafes in the top U.S. media markets. The
arrangement unites the best location-based media opportunities with
leading technology, such as transparent ad insertion, IP-based
geo-targeting, mobile interactivity, digital content distribution and
dynamic content localization. The new entity provides advertisers and
marketers an unprecedented platform to reach the elusive upscale mobile
professional underserved by traditional media such as television.
In making the announcement, Aileen Lee, Danoo CEO said, “We’re thrilled
about this strategic combination of our talented teams and the broad
array of world-class partnerships supporting us. IdeaCast is a company
with incredible momentum and we believe its Captive TV proposition
represents one of the most compelling advertising opportunities for
marketers looking to engage their increasingly on-the-go consumer base.
The addition of IdeaCast’s networks allows Danoo to offer advertisers
deep nationwide scale along with the ability to bring relevant digital
media to a desirable, consistent audience at key points in their day.
