A new digital out-of-home network from EnVu targeting retail shoppers has been deployed in 100 malls across the country's top 20 DMAs over the last three months. That number should grow to 135 malls by mid-February and 225 malls by the end of this year, per the company.
EnVu's EnSpire network uses eye-catching graphics and gesture-based interaction to create immersive digital displays in high-traffic common areas. Passersby are invited to interact with a logo or brand and then directed to the nearest retailer selling the product, or to a Web site or social media platform.
EnVu claims the Enspire network reaches about 36.2 million viewers in a four-week period, although this figure may be inflated if it occurred during the holidays. When the build-out is complete later this year, EnVu hopes to reach 60 million viewers per month.
The last couple of months have seen continuing activity in the digital out-of-home arena, especially DO networks serving retail locations.
In November, Akoo -- a place-based TV network that delivers entertainment content to mall food courts and college dining halls -- unveiled a new ad option, SyncAds, which allows advertisers to deliver calls to action with mobile devices simultaneously with traditional branded ad spots. Overall, Akoo's social TV network covers mall food courts and college dining halls in 62 top U.S. markets -- reaching a total monthly audience of 90 million, including many young adult consumers.
Two weeks ago, Access 360 announced it raised $12 million in Series C funding led by Columbia Capital, which joins Mission Ventures among the company's prominent backers. Access 360 said the new funding will be used to expand the company through more acquisitions, new hires and organic growth.
Meantime, AdSpace, the nation's largest mall-based DO network, recently said it is enjoying strong revenue growth and unveiled plans to expand to 40 more malls in 2011, bringing the number of malls with its large plasma-screen displays to over 150 by year's end. Currently, AdSpace's roughly 1,420 screens reach 93 million mall-goers per month.