The Expansion project of Fourways Mall has added 8 000 parking bays and 100 000 square meters of space across all levels in order to accommodate the estimated 1.2 million shoppers a month. The total retail space is now 178 000 square meters and includes anchor tenants such as Game, Woolworths, Checkers, Pick n Pay and Dis-Chem.
With the expansion of Fourways Mall, Primedia Outdoor has increased its static and digital media offering, which aims to provide advertisers unique opportunities for optimal exposure throughout the mall. Static formats such as escalator branding, lift door branding, hanging banners and interior billboards have been placed at key shopping nodes.
In addition, the newly launched Digi-Nav units have been positioned in 16 locations across the vast mall, with the intent to aid shopper navigation and information. The Digi-Nav units allow advertisers to target shoppers throughout the spacious passageways of the mall.
Primedia Outdoor has increased its digital offering throughout the mall with digital platforms, aiming to create opportunities for advertisers to be present. The digital platforms include large format Digi-Impact LEDs.
All digital assets intend to ensure that brand messages are contextually relevant to the shopper. Their capabilities comprise real-time messaging, which is automatically triggered by external factors like current weather conditions and UV indexes outside of the mall. In addition to being relevant to consumers, it also allows for live sport and news feeds so that shoppers are kept up to date while enjoying their shopping experience.
With the installation of anonymous video analytics software into the Digi-Nav units, advertisers are now able to push target specific messaging to their intended audience. Advertisers are also able to specifically target shoppers based on their gender, age range, mood, accessories like reading glasses or sunglasses as well as facial features like beards or mustaches.
"It is a great privilege to be the media partner of Fourways Mall," concludes Jorja Wilkins, marketing services executive of Primedia Outdoor. "With the increase of our media offering, we are committed [to] delivering cost-effective, targeted and impactful media solutions to our valued customers throughout the mall."
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