Ripple Adds Borders Books

Yesterday in The New York Times, Borders Books announced that it has partnered with Ripple to put digital monitors in hundreds of its stores across the country.

By the end of February, the company expects two monitors for its Borders TV network to be in more than 300 stores. We continue to see rapid development in the digital out-of-home arena with established players like Thomson’s PRN already reaching millions of consumers in the United States (with 6,000 store locations). The Internet platforms these services ride on offer the opportunity to narrow-cast video messages to highly targeted audiences.

Traditional outdoor advertising was among the best performing media categories in 2006. As these models develop, we expect advertisers — large and small — to find these networks appealing in terms of their ability to target unique, ready-to-buy audiences.