maf investments - mall promotions & media presentation
TRANSCRIPT
Digital Out-Of-Home
In-Mall Media Mix
Anurag Tripathi VP. Mall Promotions & Media
Mall Media Assets
• MAF Shopping Malls offer experiential media assets to advertisers:
-Promotion Space
– Events
– Indoor Branding
– Digital Media
– Static Media
– Food Court Media
– Outdoor Media
• With Over 140 million consumer hits, MAF Malls are a very attractive media options for advertisers
Promotion Space
Centre Stage 8x20m (DCC)
Promotion Display 3x3 m
Galleria Display 8x8 m (MOE)
Events Galleria Event
Projection – MOE
Digital Media
Food Court Video Wall – MOE
Outdoor Media (Car Park - MOE)
Ground Level
2nd Level
Food Court Media
Food Court - DCC
Table Media
Food Court - MOE
Static Media – Light box
Light Box Light Box
Indoor Branding
Galleria Banners (with display only)
Indoor Branding
Banners (DCC)
Banners and Flags (MOE)
Arch
In Mall DOOH Media
• MAF Malls has researched this extensively before adopting it in our malls back in 2005.
• We have over 240 screens in Five malls across UAE, including three large format screens in MOE.
• Loop size of five minutes, with 40% content dedicated to non-commercial / mall messages.
Selling the In Mall Media Mix
• A mix of elements are required to
maximise impact in malls.
• With an experiential platform like a
promotional stand, the Dynamic Media
adds flexibility and an increased
Opportunity-to-See
• This in turn improves cost per thousand
factor in the venue.
Selling the In Mall Media Mix
• Our pricing structure is designed to
incentivize advertisers to take an optimum
mix of elements.
• Sales Associates in our team act as “In
Mall Media Planners” and advise clients
on what works best for campaigns, based
on client briefs.
Challenges in Setting up a
Nationwide Network
• The initial research was done at a time when we did not have qualified industry resources in the region.
• No other “successful” Dynamic Media Network model existed.
• Convincing a Property Company Board to invest in Dynamic Media element.
Challenges in Setting Up a
Nationwide Network
• Making the numbers work – with little market rate information, and a wildly fluctuating discount structure in the market it was difficult to follow a trend.
• Content Development – Content is King, we knew that, but who will “stitch the Kings Robe”!!. Option on In house or outsource – or a hybrid model!!
• Content Delivery backend Software – which one?
• Wireless or wired?
….in the past 18 months and
beyond……… • We have increased the number of screens in our existing
malls.
• Audio option has been introduced across the network.
• All new MAF mall will be designed with Digital Dynamic Media in mind – this is a commitment that we are making.
• We design programs and events to push the use of In-Mall Digital media, demonstrating its flexibility and ease of use. Fully integrated turnkey solutions for consumer engagement activities.
• We are currently putting together a Digital Media Strategy that will include DOOH as a key touch point in our offline offering and help create a bridge between online and offline consumer experience.
Thank You.