Plasma screens are a revolution in combining marketing and commercial benefits to centre owners, while advertisers also understand the potential to be had in choosing this medium to reach out to shoppers.

Screen FX has installed screens into numerous centres, with the most recent deal being at Drake Circus in Plymouth. Their package combines an opportunity for generating revenue with a platform for marketing the centre, its events and individual retailer offers, along with wayfinder details and travel information. As a result the system provides high commercial, operational, customer service and marketing value.

Screen FX's David Hughes believes the medium is a growing revenue stream. "It's only going to increase in value for the centres," he says. "We very much realise it's in its infancy and it's a growing medium."

Hughes explains that advertisers understand that the screens give them the opportunity to present their promotional material in a dynamic format, while the production and delivery is a lot cheaper. "We can make a digital change in one centre and with one push of a button we can have that instantly delivered to lots of other sites around the country. With a static format, that's just not possible, for obvious reasons," adds Hughes. Recent research conducted by Screen FX discovered that shoppers were 15 per cent more likely to act on the messages displayed on a plasma screen - that is, complete a purchase - than on any other static format.

Hughes adds: "There's great traction and repeat commitments and it's been no surprise that many brands and partners have come back to us."

The fact that advertisers, who have paid for space on-screen for a certain period of time, can change the content or format of their advert at any time, is an added bonus.

And interest from shopping centres is also increasing. "The unique thing about a screen network is it's a flexible platform that reduces operational costs and addresses marketing needs as well as generating revenue," says Hughes. "It's also important to bear in mind that, in terms of revenue generation, screen networks are still a relatively new concept and can only get bigger as time goes on."

As far as revenue is concerned the shopping centres either receive a minimum rent plus a percentage share of the profits, or, if they pay for the system and take on all the risk, the revenue share becomes much greater.

Dynamax Technologies also recognises that screens are an ideal platform for brands wishing to reach out to shoppers. The company recently integrated a large-scale LED screen into the new facade of the Frenchgate Interchange in Doncaster to grab the attention and interest of shoppers. The screen shows a mixture of advertising and information and is linked to the centre's growing internal digital signage network.

Daniel Barrington, associate director of Frenchgate's asset manager Teesland IOG, says: "We recognised some time ago that installing digital signage was an innovative and exciting way to liven up the shopping experience for customers. And of course it also has the benefit of generating extra revenue, because we can sell advertising space on the network.

"As an increasing number of shopping centres across the UK are waking up to the opportunities offered by digital signage, we felt that this was the right time to invest in the technology."

Barrington agrees that this form of advertising is an area for growth. "Demand from advertisers for this type of network in the retail environment is steadily increasing, so it makes sense for us to provide it. What's more, it pays further dividends in that it provides a more interesting shopping experience for people visiting Frenchgate."

Contacts

Screen FX: 020 3206 0001

Dynamax: 01254 503666

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