Cineplex Adds Digital Out-of-Home Mall Network Across Canada

 

Cineplex To Add Digital Place-based Mall Network Across Canada

Cineplex Moves Into Mall Space Adding 10 Shopping Centers Venues in Partnership With Oxford Properties Group

TORONTO, ONTARIOCineplex Digital Media is expanding their digital place-based footprint into mall venues through a new partnership with Oxford Properties Group. The collaboration will add 10 high-traffic shopping centers to Cineplex’s place-based digital out-of-home portfolio across Canada and place Cineplex in direct competition with Pattison Outdoor’s Digital Mall Network and Neo Traffic.

Mall venues are one of the strongest and most competitive categories for digital out-of-home advertising networks where reach can often exceed that of broadcast television. In the Canadian market, Pattison Outdoor’s Digital Mall Network reach exceeds 5.5 million consumers each week at 42 shopping malls across Canada. And Neo Traffic runs one of the largest digital out-of-home mall networks in Canada across 18 DMAs. According to Neo, more than 80 % of the Canadian population visits a shopping center every 4 weeks.

In the US, Adspace Digital Mall Network dominates the digital out-of-home mall space with a network of more than 2800 screens at 206 shopping malls. Adspace’s reach exceeds 158 million shoppers each month, reaching more than 60% of the U.S. population. EYE Malls reaches million of shoppers each month using a combination of digital and backlit displays, and WalkUp Advertising reaches more than 23 million shoppers per year across three Rochester shopping malls using both digital and traditional media.

Installation of Cineplex Digital Media’s new mall network will begin in the fall of 2014. Cineplex will be responsible for the deployment, media sales, and ongoing operation and maintenance of the new network. Cineplex currently operates several digital place-based networks in movie theatre lobbies and office building concourses in Calgary, Ottawa, Toronto, and Vancouver. Cineplex recently partnered with Tim Hortons to rollout TimsTV, one of the largest digital out-of-home networks in the Canadian restaurant sector.

“Place-based digital out-of-home ecosystems are the next evolution of digital interaction with customers,” said Fab Stanghieri, General Manager, Cineplex Digital Media. “The system provides audiences with a seamless, integrated experience and enables venues and brands to leverage the power of multi-channel marketing and advertising platforms to engage consumers and drive retail traffic. Cineplex is proud to partner with Oxford in developing this world-leading customer experience.”

Cineplex’s mall network will integrate digital signage screens, social media, mobile and experiential technologies to help brands influence purchasing decisions. From the moment shoppers enter a shopping center the network will provide information about Oxford’s properties, programs, and merchants, as well provide entertaining and relevant lifestyle content. Oxford Properties Group portfolio includes approximately 50 million square feet of office, retail, industrial, multi-family and hotel properties.

“At Oxford, we are committed to delivering the best experience to our customers in every interaction, every day,” said John Giddings, Vice President, Oxford Properties. “In our shopping malls, this commitment extends from our properties, to our retail selection, to our team members. With the introduction of the new place-based digital out-of-home ecosystem, Oxford and Cineplex are able to extend the customer experience one step further, delivering an unparalleled, engaging experience to our customers.”

Smartphones, Tablets, and Easy Connectivity Are Changing Shopping Behavior Requiring Retailers To Adopt New StrategiesParticipating Oxford Properties malls include: Yorkdale Shopping Centre, Toronto, Ontario; Square One Shopping Centre, Mississauga, Ontario; Scarborough Town Centre, Scarborough, Ontario; Upper Canada Mall, Newmarket, Ontario; Hillcrest Mall, Richmond Hill, Ontario; Edmonton City Centre, Edmonton, Alberta; Kingsway Mall, Edmonton, Alberta; Southcentre Mall, Calgary, Alberta; Les Galeries de la Capitale; Les Promenades Gatineau, Gatineau, Quebec.

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Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.

Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.

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