Shopfront Media Secures Telegraph For Ad Deal
Shopfront Media has secured the Telegraph group to trial LED adsites at 25 independent newsagents across London, as part of the paper’s £2.5 million outdoor ad campaign (see Daily Telegraph Launches Nation-Wide Ad Campaign).
The new adsites will feature the Daily Telegraph’s ‘Read a bestseller every day’ strapline and will highlight the content of each day’s paper. The displays will be updated throughout the day with breaking news and the campaign is set to run for 12 months.
Mark Foker, trade marketing manager for the Telegraph, commented: “The LED display media is ideal to support news items, in-paper promotions and the circulation department’s own in-store activity. Consumers can be directed into the shop by a headline message or promotional strapline, which should help to increase footfall into the independent retail sector.”
Sylvana Magalova-Evans, client services director at Shopfront Media, added: “Our LED Display Adsites will deliver substantial standout at key retail locations and provide the advertiser with a ‘real time’ communication platform with the ability to change message instantly from a central control point.”
The initiative is part of the Telegraph’s £8 million marketing campaign, which follows a reallocation of funds after the newspaper abandoned bulk sales, a practice currently used by a range of newspapers to artificially boost circulation figures (see Telegraph Group Puts An End To Bulk Sales).
The policy of including updated news on outdoor advertising platforms is proving increasingly popular with newspapers. In addition, Viacom Outdoor recently launched a series of special advertising sites on the London Underground to provide commuters with breaking news headlines via SMS technology (see Viacom Outdoor Brings SMS News Headlines To Commuters).
ShopFront Media: 0207 7734 6064 www.shopfrontmedia.co.uk
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