Video Ads in Bars
Back in October I was approached by a Joseph Baliva of SenSee Technologies Inc., a local digital signage startup company. He has arranged with five local bars to each host one of his screens for displaying video ads. Details from his email to me:
The new package that we have available: One 42” or 60” flat screen in each of the following nightclubs:
(Each Ad plays at all nightclubs)
Daisy Dukes – 6 Lawrence St Rochester, NY 14607
A Pub Live – 6 Lawrence St Rochester, NY 14607
So Ho East– 336 East Ave Rochester, NY 14604
Pig n’ Whistle – 7 Lawrence Street : Rochester, NY 14607
Sixx – 355 East Ave : Rochester, NY 14604Price For Advertising Space
$2000.00 per month, per 30 second video and audio spot (played on each of the 5 screens at all 5 nightclubs listed above), paid in advance, with 10 spots for sale total.
The 30 second spot plays over and over in a 5 minute loop, all night long, every Friday and Saturday at all locations from 10 PM to 2 AM.
*Discounts available for 6 and 12 Month contracts.
On each of the 5 screens, Each ad plays video and audio:
12 times an hour
48 times per night
384 times per month
x 5 screens = (1920 plays) for $2000.00 per month.That is $1.04 per play, per nightclub.
What his message fails to mention is the number of patron-exposures. If you figure each club averages 100 patrons per night, and each patron stays for 2 hours, that’s 2400 patron-exposures per night per nightclub. That’s 12,000 patron-exposures per night, or 360,000 exposures per month. That works out to $5.56 CPM (cost per thousand exposures).
The other thing missing is the club demographics. My understanding is that these clubs cater mainly to the 21-35 crowd, mostly college educated and employed. It sounds a lot like one of my target demographics.
The last point is that he mentioned over the phone to me that his company would include creation of the ad as part of the package, no additional charge.
