AdSpace adds new feature to mall networks

Published on: 2015-02-05

MediaPost notes that:

AdSpace is bolstering the content offerings on its place-based video network in malls with a new feature called Essentials. The new feature, straddling the line between advertising and editorial content, delivers advice and tips about fashion and accessories, usually featuring products for sale in the malls. The new segment will include content targeting both men and women, as well as a variety of age groups that frequent malls, including teenagers and young adults.

Rather than focusing on single products, the 15-second Essentials segments will suggest outfits and ensembles, with content varying by season.

Essentials complements AdSpace's current advertising offering, Today's Top 10, a listing of the top 10 values on sale in the mall, selected by AdSpace from suggestions submitted by store managers at each mall.

Currently, the video network delivers digital content to 105 top-tier malls concentrated in top DMAs, with roughly 15 56-inch plasma screen displays per mall. The network claims to generate about 100 million impressions per month.

Our take:

AdSpace's network continues to be one of the premier digital signage networks in the United States, if not the world.  Their continued focus on monetizing the screens -- particularly after divesting non-core business units like their CoolSign digital signage software platform -- has enabled them to grow past 100 malls with an audience of tens of millions of people monthly. By focusing on network growth, media sales, unique ways to utilize digital signage's place-based targeted delivery, and ability to reach shoppers in top DMAs, AdSpace continues to flourish while many others with similar access to capital have faltered.

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