by Erik Sass, Tuesday, Dec 11, 2007 8:00 AM ET
AT LONG LAST THERE'S SOMETHING to take your mind off the fear of dentists: a new place-based video network operated by Creative Marketing and Media Solutions. It's set to go live in the waiting rooms of 200 dental offices nationwide by the end of 2007, with plans to add an additional 1,200 in 2008. The C3MS NobelVisionT Network is the result of a partnership with Nobel Biocare, which manufactures and distributes dental supplies to 160,000 practicing dentists in the United States. It will broadcast entertainment and educational content, as well as news, weather, and sports updates.
In addition to promotional content focusing on dental care products offered by Nobel Biocare, the IP-based network also offers space to advertisers in the health-care and healthy lifestyle categories. Advertisers can purchase spots on the network or exclusively sponsor a 10-minute video package, taking advantage of the system's touch-screen and SMS text-messaging features.
The place-based video category is booming, and networks are keen to break into medical waiting rooms, which attract a relatively well-off audience with long "dwell" times. For example, Healium--a video network serving waiting rooms in doctors' offices--will include 120,000 medical practices by the end of 2008, delivering 3 million viewers per month. Healium features video content from CBS.