Ubiquitous video ads get more so - Westfair Communications

With an eye on steering some of its programming into supermarket aisles, CBS Corp. has acquired SignStorey Inc. and renamed the Fairfield company CBS Outernet.

CBS is paying $72 million for SignStorey, which delivers programming and advertising over video screens placed in retail locations, including ads from Johnson & Johnson, Colgate, General Mills and Dannon.

“As we”™ve seen with CBS”™ outdoor business, the burgeoning use of digital advertising allows great flexibility in tailoring messaging to consumers and can be efficiently controlled from a centralized location,” said Leslie Moonves, CEO of CBS, in a prepared statement.

SignStorey says it reaches 72 million consumers monthly via arrangements with Shaw”™s, Albertson”™s and other chains owned by SuperValu Inc., as well as with Pathmark Stores Inc., ShopRite and Price Chopper.

CBS has similar arrangements in place with American Airlines, Royal Caribbean International, Starwood Hotels and Resorts Worldwide and other partners.