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Adspace Digital Mall Network brings deals, product spotlights to mobileBy
Consumers can access Adspace Network Inc.’s Today’s Top Ten, editorial content about deals at local malls previously accessible on Smart Screens at retail locations, via a new mobile Web site.
The Adspace Digital Mall Network consists of 1,400, eight-an-nine-foot-tall plasma Smart Screens that show programming which combines a mix of the top 10 sale items in the mall, the hottest seasonal items available, mall events and local and national advertising. The new mobile site lets shoppers select their local mall and scroll through the top offers for deals they might have missed.
“Seventy-five percent of our viewers would like the option to get the sale information that we air on the Smart Screens on a mobile device,” said William Ketcham, executive vice president and chief marketing officer of Adspace Digital Mall Network, New York. “We see this as a convenience for shoppers that might have missed the details of an offer that they find appealing.”
The Today’s Top Ten content is a selection of merchandise and new product offerings selected by Adspace’s editorial staff for each mall in the network. Each selected item is shown on the Smart Screens in a 12-second spot.
For example, after selecting New York and subsequently Staten Island from the options, consumers are given the top deals for the mall.
Bakers Shoes is advertising Victoria Platform Pumps for under $80.
Charlotte Russe is advertising the Sweet Heart, a floral tube dress for $32.99.
Forever 21 is showcasing Heart Throb, a voile heart bra, for $8.80. Here is what it looks like on the mobile site:
The Body Shop is offering 25 percent off on fragrances and bath products.
The deals change on a daily basis.
According to Directory of Major Malls, Adspace Digital Mall Network reaches more than 100 million affluent consumers each month.
Adspace is promoting the new mobile site, http://www.TopTen2Go.com, on its Smart Screen network.
Mr. Ketcham said the target demographic is mall traffic, young males ages 13-24 and women of all ages.
Adspace Digital Mall Network said it is challenged to keep the mobile site with up-to-date with the current information deals and product spotlight.
“From a consumer communication perspective, the challenge is to explain the benefits of the site and how the shopper can gain access to the mobile site,” Mr. Ketcham said. “[Going mobile] is a convenience for our viewers.”
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