SeeSaw Serving Coffee And Tea With Effect LA

Gail Chiasson, North American Editor

SeeSaw Networks, San Francisco-based digital place-based media company, has inked a deal with Effect LA, a new network of digital place-based video screens.

Effect LA’s first partner is the Los Angeles-based specialty coffee and tea retailer, The Coffee Bean & Tea Leaf. (Ah ha! The last time we heard, Coffee Bean & Tea Leaf was a TargetCast Networks client that was known to be ‘looking around.’ However, Don Allman, president and CEO,, tells us that Titan- remember the Titan-TargetCast partnership – remains the the national sales and marketing agent for Coffee Bean & Tea Leaf. Ed.)

The Coffee Bean and Tea Leaf has almost 200 company-owned stores in the US, mostly in the Los Angeles DMA.

Effect LA has created a unique digital experience in The Coffee Bean venues by offering engaging programming that includes real-time local Twitter and Facebook posts, current music playing in-store, entertainment and style photos, local traffic, weather and horoscopes.

The Coffee Bean’s loyal customers, brand equity and densely clustered stores in the US’s 2nd largest media and advertising market, Los Angeles, makes for an exciting partner for the new Effect LA media and advertising network.

SeeSaw’s proprietary Life Pattern Marketing methodology and comprehensive media planning platform offer leading brands such as The Coffee Bean & Tea Leaf the opportunity for specific audience targeting capabilities. By combining the targeting capabilities with the scale of SeeSaw network that delivers 200 million impressions per week, advertisers and agencies are able to meet their targeted GRPs in an advertising campaign. And adding highly desirable exclusive inventory in top DMAs senables SeeSaw to take its advertising effectiveness to the next level by increasing the engagement of and connection with the viewing audience.

“The Effect LA network is one of the most attractive networks we have seen in terms of audience and environment,” says Monte Zweben, SeeSaw’s founder and chairman. “In addition to increasing the effectiveness of our advertising campaigns, Effect LA will provide a strategic focus in one of the top global advertising markets, Los Angeles.”

Alex Nocifera, founder of the Effect LA Network, says, “We’ve known the SeeSaw team for years and knew immediately when going forward with this venture we would be partnering with SeeSaw’s experienced innovative team to represent this exciting regional advertising opportunity.”

Through its national network, SeeSaw combines over 70 digital signage networks across over 40 different types of locations in over 50,000 venues nationally. Its optimizes plans across geographies, venues, and demographics within budget constraints. SeeSaw’s media specialists use to customize campaigns.. The company offers a variety of vehicles to advertisers, including ad spots, sponsorships of custom programming and content, brand integration, and experiential media, including sampling and activity integration. SeeSaw integrates research from Edison Research to close the loop and assess overall campaign effectiveness.

SeeSaw is one of The Wall Street Journal’s Top 50 venture-backed companies for 2011.

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