Outsized: Mall-Based Digital Networks Expanding
Mall-based digital out-of-home video networks are one of the fastest-growing segments of a rapidly growing medium -- enjoying increasing popularity thanks to their proximity to points of purchase and the eagerness of mall developers, which makes it easier to scale the networks up.
The newest addition to in-mall digital video comes from Access 360 Media, which just announced the launch of Mallvision 360 Digital.
Mallvision will provide editorial content and advertising to the OnSpot Digital Network, an independent, proprietary network consisting of 900 screens in 49 malls owned by Simon Property Group in the top 20 DMAs. Access 360 claims that Mallvision will reach about 140 million shoppers per month via Simon's OnSpot network.
Access 360 has aggregated a number of digital video networks through exclusive relationships with various venues, giving it access to their proprietary screens. It also has a mobile video division, allowing it to offer advertisers integrated place-based and mobile video campaigns. Rather than owning and operating video networks, Access 360's main focus is on ad sales and the creation of original digital video content targeting young adults.
Separately, Adspace Digital Mall Network, an established player in the mall media arena, recently unveiled the results of a study by Insight Express showing high consumer recall for its Smart Screens -- 1,400 large digital displays located in high-visibility areas throughout 105 big malls around the country.
According to the study, 90% of shoppers noticed Adspace's Smart Screens, while 74% of this group (67% of the total) could recall viewing them. Furthermore, 35% of those who recalled viewing them (23.5% of the total) specifically recalled seeing the "Today's Top Ten" features -- the main editorial offering of the network, highlighting popular products and deals that are specific to each mall. Finally, 18% of this last group (4%) made a purchase in the last month based on what they saw on the screens.
Despite the sour economy, Adspace has recently seen an increase in ad revenue for its mall-based network, according to Executive Vice President/CMO Bill Ketcham, who reported a 50% increase in ad revenues in July and August, followed by an 85% jump in September.
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