The re-launch of Mall TV leverages the opportunity presented by the growth, globally of digital place-based networks. In strengthening the Mall TV offering, Mall Ads believes it now has a solution that speaks more effectively to clients and brands seeking alternative and engaging ways to converse with consumers, particularly in the attractive mall environment.
The Mall Ads view is that the mass market remains untapped and represents an opportunity for it to reinforce its position as a market leader by becoming one of the first industry players to build a TV network in the mass market sector.
Mzi Deliwe, Deputy CEO of Provantage Media Group and Director of Mall Ads said, ‘The content has to supplement the mall experience, so the focus is very much on broadcasting relevant, high-interest content that adds significant value to shoppers and their shopping experience.’
In addition to brand adverts and content, stores situated within the mall can take advantage of on-screen directional messaging to drive shoppers directly to the physical store location. 30-second adverts are available for interested clients and brands at frequencies of two or four times an hour. In addition, a ‘wrapped advertising package’ offers strategic brand messaging placement alongside the network’s sports and news content.
According to recent PQ Media studies, all Digital OOH (DOOH) media silos are on a steady growth trajectory year-on-year, with digital place-based networks at the forefront of that growth, whilst also being the digital OOH medium leader. ‘Digital media growth is outpacing conventional media platforms and the proliferation of DOOH is making it easier to present dynamic campaigns to consumers,’ said Deliwe.
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