Mall Ad Net Adspace Brings 'Second Screening' To Malls
by Steve Smith, Oct 4, 2012, 8:46 AM
One of the most interesting aspects of the mobilized retail conundrum is ownership of the experience and the customer. Amazon and eBay are not the only digital entities intruding on the brick-and-mortar world with their own insurgent brands. Third-party shopping apps, mail owners, coupon vendors, packaged goods manufacturers, mapping services, and more are all using mobile as entryways into the shopper experience. Now the in-mall ad network Adspace is getting into the fray with its own promotions app Clip’d.
Adspace operates a network of digitally connected HD screens within malls that claim to reach 48 million unique visitors each month with visual programming. The core business for Adspace is based in 2,864 displays in 205 malls in the U.S.
The app itself lets you pick your nearest mall and then serves you coupons and promotions for the nearby stores. The app also has video content that is complementary to the stores. Adspace is promoting the app with its own in-mall media. Fifteen-second and 30-second spots on over 1700 screens will illustrate how to download and use the app to passing shoppers.
In early tests at select malls around the country, Adspace claims strong activation and interaction rates. Clip’d will work now in 128 malls, and so can try to address about 31 million uniques a month.
If those people bother downloading. After all, there is shopping app clutter already in the market. Just as manufacturers and retailers stuggle over whose app really should be addressing the consumer, so too does the consumer have to wonder where best or first to go to get deals and offers for the nearest or favorite retailers. Retailers have their own apps, malls their own, and then there are the discrete coupon apps, rewards programs like Shopkick, product scanners, etc. Most of these apps vying for user attention are trying to leverage their existing media and customer relationships to break through the app glut. But do we risk just confusing the consumer with these many app entryways?