Wednesday, July 26, 2006

AdSpace grows digital signage presence

AdSpace Networks, a digital signage company that operates networks in a number of shopping malls across the US, has announced that it will be expanding its operations in seven new markets. According to this article in MediaWeek, the group:
announced Monday it had expanded its mall network to seven new markets, in Atlanta, Houston, Dallas, Seattle, St. Louis, Cleveland, and Tampa. Including its existing mall displays in malls in New York, Los Angeles, Chicago, San Francisco, and Washington, D.C., AdSpace offers 460 screens in 41 malls reaching more than 47 million consumers each month.
Most interestingly, they think that their success has been based on a program they call "Today's Top Ten," where they basically showcase the 10 best deals that can be found in the mall each week. Basically, participating retailers submit their deals to AdSpace every week, and AdSpace then selects which deals to feature. The 10 selected spots, which each run for about 12 seconds, are then encorporated into the company's six minute loops played on signs throughout the mall.

It just goes to show you that sometimes the best solutions are the most simple ones. While a number of networks are turning towards entirely data-driven models that automate the application of content based entirely on heuristics, AdSpace is finding success by adding a human element to pick content that will appear to shoppers.

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