Limited Space In Malls
Adrian J Cotterill, Editor-in-Chief
Just over a week ago we exclusively wrote ‘WindowGain Signs Media Sales Agencies‘…
We believe that in the UK at least, WindowGain have or are about to complete the signing up of two Media Sales Agencies for their installations.
One of them is an agency that specialises in selling ads in Shopping Malls (and no it’s NOT Avanti Screen Media) and the other is an agency that will focus on selling media at 2 of their London locations.
The official press release for that scoop is below in its entirety.
The Windowgain folks have been quite clever here in doing a deal with an existing media sales outfit that is both in Malls at the moment AND has media selling experience – WindowGain also have moved away from the MotoMedia install for a couple of weeks model to having longer term installs which are easier you would have thought to sell advertising space on.
The fact that Limited Space have no digital experience is neither here nor there.
The one issue that we do see is that in Malls there are actually far too many opportunities for advertising. Even quickly compiling a list of media companies working in Malls give us the list below (and we may well have missed some)…
- Digital outdoor
- Traditional outdoor in mall
- Traditional outdoor external
- screens in retailers
- Ads on lift fronts
- TV style networks
- Floor based projection
If you are an advertiser where would you start? How does a media agency like Limited Space cut through all of that?
One answer is probably what WindowGain are good at doing – putting huge screens in windows – we all know that the bigger the screen the bigger the impact.
Perhaps also they need to add into this some of the interactivity like the folks at Monster Media are good at doing?
Press Release: 30th September 2008
Limited Space Partners with WindowGain to Launch AD HD
Limited Space has agreed a 7 year commitment with WindowGain, the technology company behind high definition large format rear projection screens, to be the exclusive sales partner for WindowGains network of flagship UK shopping malls from 1st November in a deal worth £9.5m.
The pioneering new technology will enable clients to showcase TV ads, movie trailers and digital content with full audio and high definition visuals for the first time in shopping malls on a network of screens up to 110sq/ft in size. Limited Space will launch the network as AD HD alongside its existing shopping mall format Adlift.
Utilizing 3M’s patent Vikuiti screens and Panasonic HD projectors, the AD HD network will initially be located within 12 premium UK shopping malls including The Metro Centre, Bluewater and Meadowhall with all of the sites located in high footfall areas. Plans for rolling out distribution into Adlifts existing portfolio will continue during 2009.
Simon Russell, Managing Director of WindowGain UK stated that this agreement ‘is an exciting step in the growth of the business and will provide a premium digital solution in UK Shopping malls through a proven sales partner’
Matt Gordon, Managing Director of Limited Space explained the motivation behind the agreement.
‘We are constantly looking at enhancing our portfolio and the synergy between our products was clear from the outset. It will offer a range of innovative and flexible advertising solutions to our clients. Our current expansion into digital was a natural progression and the commitment from WindowGain to develop rear projection technology in the premium shopping mall environment was key to this strategy.’
Limited Space is an Outdoor media owner specialising in advertising opportunities within the premium end of the UK shopping centre market. Their existing mall product, Adlift, applies high quality posters to the entire surface of the lift doors and is the largest face to face format in shopping malls. Brand extensions of Adlift include Adlift Panoramics which are giant bespoke banners located at the centre of the malls and Adlift Experience, a complete brand experience solution. Limited Space has seen its Adlift portfolio more than quadruple over the past 18 months and now sits at 800 sites across 64 premium malls with plans of reaching 75 malls by the end of the year.