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Deutsche Telekom and REWE supermarkets start up DOOH network

Deutsche Telekom AG and REWE Markt GmbH have signed a contract on the setup and operation of a digital out-of-home (DOOH) advertising network, according to a statment from Deutsche Telekom. Together with T-Systems, the Out-of-Home Media unit will equip around 480 REWE supermarkets with large LCD screens starting this month.

REWE will show content on the network such as product and price advertising, messages conveyed through images, service tips, weather forecasts and news.

Deutsche Telekom’s NetContact product line offers powerful digital signage advertising networks that can be used to achieve a particularly high advertising impact through the use of strong moving images, according to the company. The solution for REWE is the first national and coherent in-store TV network of this scale in the German food retail industry, the company says.

The marketing of the advertising slots begins with the signing of the contract. In a start-up phase, advertisers can try out the new medium at particularly favorable rates. Starting in the greater Frankfurt area, REWE will provide the digital advertising medium in stores in Hesse, in parts of Bavaria and parts of Rhineland-Palatinate. The start of the whole network is planned for October 2010. Deutsche Telekom has commissioned echion Corporate Communication AG based in Augsburg with the marketing and content management of the in-store TV network in the REWE stores.

Under the umbrella of Deutsche Telekom, the Out of Home Media unit and T-Systems’ corporate customer segment implement solutions for digital signage. These include animated, interactive and digital advertising spaces on public telephones or large LED boards, as well as the service related to planning, setup or integration in existing IT landscapes, and operation. Crucially for customers, they benefit from the comprehensive know-how of the Deutsche Telekom Group in the area of information and communication technology.