Cineplex Moves Into Mall Space Adding 10 Shopping Centers Venues in Partnership With Oxford Properties Group
TORONTO, ONTARIO — Cineplex 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.”
Participating 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.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
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