First National Rollout of Location-Based Services for Digital Out-of-Home (DOOH)

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RMG Rolls Out LocaModa Foursquare Application With Added Venue-Safe Features

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A venue’s signage is a critical part of its marketing mix and with LocaModa Foursquare, it can now help venues move the customer along the path to purchase.

LocaModa and Reach Media Group (RMG) today announced the first national rollout of location-based services (LBS) for the digital out-of-home market. Starting on their NYTimes.com Today network, RMG is rolling out LocaModa’s latest Foursquare application with “venue-safe” features, designed to deliver greater utility to venues and enhanced engagement to advertisers.

LocaModa Foursquare has been enhanced with “venue-safe” features that leverage the power of location-based services, without the risk that inappropriate user generated content is displayed on a venue’s screen. As an example, many popular location-based services (LBS) can actually be problematic for locations. A mobile user might “check-in” to a place via Foursquare, and see an offer nearby or a tip that’s unfavorable to a venue.

LocaModa Foursquare addresses this problem by separating and filtering elements of each social stream and, via a rules-based system, displaying streams together with venue managed/directed messages and offers. The resultant mix enables venues to leverage social media with greater confidence and creates a utility from their digital signage. Now, venue managers without the time or expertise to navigate the many challenges of social media, can still enjoy its marketing advantages.

Garry McGuire, CEO of Reach Media Group commented, “In re-thinking location-based services as a platform for venues as well as consumers, LocaModa is solving a significant challenge that has been overlooked until now. A venue’s signage is a critical part of its marketing mix and with LocaModa Foursquare, it can now help venues move the customer along the path to purchase.”

Stephen Randall, CEO of LocaModa said, “RMG’s leadership position in the digital out-of-home industry and their continued expansion of place-based social media across their networks, is helping to establish and define the future of the digital out of home industry. The marriage of place-based screens to social media in a venue-safe manner, makes it much easier for venues and advertisers to derive utility as well as engagement.”
LocaModa Foursquare, like all LocaModa applications also features a cross-channel standardized ad unit which has already been adopted by brands including Verizon, AT&T, Ciroc, NBC and Best Buy.

LocaModa Foursquare will initially be featured on the NYTimes.com Today network, with plans to expand LocaModa Foursquare onto other RMG networks within the next 3 months.
Garry McGuire will be giving the keynote speech at Customer Engagement Technology World (CETW) 2011 on Thursday April 28th, 2011 at the Moscone (North) Convention Center in San Francisco. His presentation, “Engaging Your Customers, Out-of-Home, Along The Path-to-Purchase,” will showcase how media combined with mobile technology, social media, and location-based offers is the next major trend in advertising and performance marketing.

About LocaModa
LocaModa is a place-based social media company helping locations engage customers and brands engage audiences.
LocaModa uses social media as a way to build value for the world’s leading digital place-based networks and brands. LocaModa’s patented platform turns real-time social media into highly localized services and applications for digital place-based networks, venues, event organizers and advertisers. LocaModa enables networks reaching over 100,000,000 people every month in the U.S. in over 15,000 high-traffic locations (for example in cafes, supermarkets, bars, quick-serve restaurants, colleges, stadiums and on digital billboards in Times Square and Las Vegas).
LocaModa is a privately held company headquartered in Cambridge, MA.

About Reach Media Group
Named the #1 OOH TV Company of the Year and included on Ad Week Media’s 2010 OOH Hot List, RMG is one of the leading and fastest growing digital media companies in the US. Headquartered in San Francisco with offices in New York, Los Angeles, Detroit, Chicago, Princeton and Beijing, RMG owns, operates and powers Out-Of-Home TV & Video networks. As a result of its rapid expansion RMG now controls 200,000 + screens, delivering 70 + million highly desirable and elusive monthly viewers across 8 OOH TV & Video networks; In-Flight Entertainment, Fitness Entertainment, Point-of-Care, NYTimes.com Today, Taxi Magic, Caesars Entertainment and Executive Media Networks. RMG partners with top US Advertisers in key industries such as consumer goods, auto, finance and software to deliver their target audiences out-of-home. RMG is backed by National CineMedia, LLC (NCM), Kleiner Perkins Caufield & Byers (KPCB), and Tennenbaum Capital Partners. For more information, please visit http://www.RMGnetworks.com.

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Stephen Randall