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26 SIGNS, SCREENS & SITES


The use of screens in shopping centres is an area that is continuing to grow and evolve, with malls looking for a comprehensive strategy


T


he Mall in Luton has recently installed a 184-inch HD iconic screen, managed by digital out-of-home specialist Ramvision, to complement its existing portfolio of Clear Channel digital six sheets, Mall TV - which features regional ads and promotions from tenants - and lift ad sites supplied by Limited Space. “The new iconic screen has meant that we’ve absolutely


incorporated a full digital catalogue,” says Stephen Rister, commercial manager at Capital & Regional. “But we’ve kept it uniform, limiting it to 4-5 media - if you’re putting out fifteen different messages, the mall becomes cluttered and people get blind to it.” The iconic screen has been placed in the highest footfall area of


the mall (footfall currently stands at 478,000 per week) which links to the entrance nearest the train station and is mounted above an open space allowing for high visibility. The management team is looking into utilising the screen to show


part of the Olympic Games – providing they get a licence from the BBC and can strike a deal with Ramvision so its brand clients don’t lose out. Large-scale ‘iconic’ screens certainly do have the wow factor but as Ramvision managing director, Paul Masterson, explains they aren’t right for every location. “Sometimes big isn’t best,” he says. “It depends how far back you


are able to stand. At the Mall in Blackburn for example, there’s a height limit, so you have to think about the most effective use of space. “There are several factors that dictate what will work and what


won’t. Different locations require different solutions.” Ramvision allows 10 seconds in every 60 second loop to the


shopping centre for their own messages, whether it be used to advertise opening times, a fashion show or an Easter egg hunt, and will help out with the creative. Now, more and more shopping centres are working on their


screen strategy from the early stages of development. According to Masterson, screen sites were an intricate part of the planning process at Trinity Walk in Wakefield. The same is also true of Westfield Stratford City, where Westfield’s


national account manager, Chris Lynham, attended meetings every Thursday for two years before the centre’s launch, in part to discuss what he calls its ‘digital revolution’. Westfield Stratford City has some of the largest outdoor LED displays in Europe, 100 digital advertising posters and almost 400 displays in videowalls around the vast building.


SHOPPING CENTRE November 2011 www.shopping-centre.co.uk


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