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.