Titan Outdoor in the UK will next month start in earnest the rollout of digital six-sheet equivalents to its shopping-centre estate.
The decision comes as new research from Adspace Networks in the U.S. backs up claims for the effectiveness of digital screens in malls.
Titan’s 65-inch portrait screens – branded as D6 – are already present in the Bullring mall in central Birmingham and at thecentre:mk in Milton Keynes, and will now be installed at a further 16 sites.
In total, Titan will have more than 100 screens in 18 of the country’s 30 biggest malls, the company said, including Bluewater in Kent, Lakeside in Essex, and Merry Hill near Wolverhampton.
“Now that Titan is firmly focused on rail and retail out-of-home opportunities we will be working hard to improve the experience for advertisers,” said chief executive Jon Slatkin.
The firm earlier this year sold its roadside billboard business to Primesight in order to concentrate on transportation and retail, and the D6 units – as well as its giant Transvision screens – are already familiar sights at large railway stations. Like its mall network, its rail presence is also set to grow after Titan’s commitment late last year to spend $90m on digitising its transport properties in Britain as well as the U.S., Canada and Ireland.
Titan also sells non-digital advertising on more than 200 British bus fleets.
Research appears to suggest that shopping-centre screens such as Titan’s do their job.
The company worked earlier this year with Kinetic, TruMedia and Grand Visual on a test of the D6 units at a London railway station which showed that passers-by were twice as likely to look at the digital poster as at its static equivalent, and that it was viewed for 60 percent longer.
And similarly encouraging figures were released this week by Adspace Networks in the U.S., whose Smart Screens are present in 105 malls.
The Smart Screens were noticed by 90 percent of shoppers, and two thirds recalled viewing them after their visit, according to a survey conducted by Insight Express for Adspace and the largest mall owner with which it works, General Growth Properties.
Slightly under a quarter remembered the Today’s Top Ten features on the screens – 12-second spots which highlight the best deals available in the mall that day.
“We are constantly fielding research with mall shoppers to understand what network content they will find most engaging on the Smart Screens during their trip to the malls,” said William Ketcham, chief marketing officer at Adspace Networks. “We know from prior research that sale information is the highest-rated content.”
Nearly all respondents identified sale information as important, according to Adspace, although it appears to be particularly significant for young women aged 13 to 24, who rely on screens nearly as much as newspapers and magazines to find out about sales.