Gail Chiasson, North American Editor
Adspace Networks Inc., New York-based owner of what is believed to be the nation’s largest digital place-based network in malls, is adding nine malls to its ever expanding network, bringing the total count to 222 malls nationwide.
Included in the expansion is The Mall at Bay Plaza, which opened August 14 – the first enclosed mall to open in nearly 40 years in New York – with Adspace Networks as its exclusive digital partner.
The Mall at Bay Plaza is a 780,000-square-foot three-level mall, which includes a new, 160,000 sq.ft. Macy’s, which will be the first new location that the retailer has opened in New York City in 15 years, as well as an existing JC Penney, as the anchor tenants. More than 100 retail shops will operate at the Mall as Bay Plaza, many of which will debut in the Bronx for the first time.
The Mall at Bay Plaza includes a saturated media deployment with a total of 46 digital screens showcasing mall deals that run adjacent to paid advertising spots. In addition, the mall includes restaurants and digital Spectacular displays, both indoor and outdoor.
“The attitude of the typical mall consumer is changing and because of that, mall operators have to constantly evolve, innovate and improve the mall experience,” says Eric Steinert, executive vice-president business development at Adspace. “By providing cutting-edge and vibrant digital displays with useful and actionable content, mall operators provide a value added service to shoppers and tenants.”
In addition to the latest mall deployments, large format LEDs continue to expand in the mall space. In August, Adspace Networks entered into an agreement with Macerich to support their seven double-sided 13’ x 17’ large-format LED boards in seven shopping centers across six markets: Kings Plaza and Freehold Raceway Mall in New York, The Oaks in Los Angeles, the Shops at North Bridge in Chicago, Scottsdale Fashion Square in Scottsdale, Flatiron Crossing in Denver, and Washington Square in Portland. When added to the existing spectacular screens in the network, Adspace now represents 24 large-format screens in 14 malls across the nation.
Adspace will also sell space on 12 video screens at Easton Town Center in the Columbus, Ohio, DMA, which is anchored by Macy’s and Nordstrom and includes 240 retail shops.
Follow DailyDOOH