There is a new strategic partnership in the digital out-of-home marketplace: enVu and CBL & Associates announced an exclusive deal to bring enVu's interactive advertising platform, enSpire, to various CBL malls and shopping centers around the country. When complete, the rollout -- already underway -- will cover the top 20 U.S. markets.
The partnership will bring enSpire's interactive floor projection displays to high-traffic areas in 41 CBL properties around the country. Installations are already complete in 29 shopping centers, including Arbor Place Mall in Georgia, Cross Creek Mall in North Carolina, Hanes Mall in North Carolina and Coastal Grand Crossing in South Carolina.
EnVu hopes further rollouts will build its total U.S. viewership from 1.5 billion views at launch to 5 billion views by 2013.
The enSpire installations use eye-catching graphics and gesture-based interaction to create immersive digital displays. 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.
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Panels made of tension textile surrounding the ceiling installation offer additional branding or advertising opportunities.
The digital OOH marketplace is expanding nationwide. Back in January, enVu reported that it had been deployed in 100 malls across the country's top 20 DMAs over the previous three months.
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.
Finally, 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.