Resto-bar platform gets ad upgrade opps

A new partnership with Adflow Networks, Rogers Media and The Bar Channel offers highly targeted out-of-home reach.

The Bar Channel, owned and operated by Toronto-based Blast Media, recently partnered with point-of-purchase digital screen ad provider Adflow Networks and Rogers Media, which is providing content and media sales.

With a weekly audience of 200,000, The Bar Channel provides real-time sports scores, weather and news updates, as well as comedy clips and blooper reels to the sought-after 19-to-34 demo through digital screens located at various Canadian bars and restaurants. Interspersing that content with ad spots offers a distinctive approach to out-of-home digital media, says president of Blast Media, Jeff White. ‘Adflow Networks’ digital media management expertise and patented software technology will add a key component to the overall success of The Bar Channel.’

As part of the partnership, Adflow Networks is providing The Bar Channel its very own digital media management technology, Dynamic Messaging Systems, a web-hosted solution that manages and delivers content to the Bar Channel’s full network of screens. The system also enables frequent real-time content updates, and message targeting tailored to the marketing needs of respective bars and restaurants.

The Bar Channel will expand on its existing 90+ locations by targeting bars, pubs, restaurants and clubs in Calgary, Vancouver, Montreal and into the United States.