Advertising Targets Shopping Malls
Two recent developments in ambient and outdoor have brought the consumer-rich environment of the shopping centre into focus, with More Group extending its point-of-sale portfolio and a new company planning to target shoppers pausing for refreshment.
More Group has announced the acquisition of Foxmark in a six figure deal. Foxmark owns more than 450 six sheet panels in over 60 shopping centres throughout the UK and has another 350 in development.
Julie France, Adshel UK’s managing director said: “This is a strategic acquisition for us in a sector that has considerable potential for growth.”
The combined footfall of the current centres, which include Birmingham’s Pallasades and Whiteley’s in Bayswater, is thought to be around 13 million per week. Currently Maiden Outdoor holds the responsibility of selling on Foxmark panels, and the company will continue to do so under existing agreements until its contracts expire. In addition, Philip Tait, managing director of Foxmark, will join More Group in a development capacity.
Additional shopping centre advertising opportunities have been created by TableMedia, which has launched tabletop advertising panels in shopping centres and retail outlets.
A new medium, the panels consist of advertisements placed beneath a glass panelled section of tables in foodcourt areas. Maurice Cullen, the TableMedia’s managing director, said “The US experience [which has already seen success] proves that the tabletop medium can be used not only as a strategic tool in helping to build brand awareness, but also as a tactical means of creating extra visibility for promotions and special offers on a more localised basis.”
The network of sites, which becomes available in late October, is to include the Trafford Centre in Manchester and the Metro Centre in Gateshead. TableMedia has described initial reaction as “extremely positive.” The company is to offer both line-by-line availability and packages of sites.
Cullen continued: “Clearly there is always a need for a means of influencing the shopper in the minutes before making a purchase. With tabletop advertising we have their attention for an average 10-15 minutes. We are not limited to one outlet as with some in-store media- in being situated in a general retail traffic area, we can help advertisers reach a much broader spending public.”
More Group: 020 7287 6100 www.moregroup.com TableMedia: 0800 083 1113 www.tablemedia.com
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