UAE mall leverages signage network as premium advertising platform

The network’s screen time has proven attractive to industry brands targeting the mall’s patrons
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Lamcy Plaza, a large mall in the United Arab Emirates, has installed a fully integrated digital signage network.

The LamcyTV network was first installed as point-of-purchase signage for mall tenants to help attract mall shoppers to their stores. To date however, Lamcy Plaza has already sold airtime to industry brands that benefit from the large premium market the mall attracts.

To gain maximum ROI from the network, Lamcy Plaza Management advertises its brands and displays mall services on the network. In addition, advertising is sold to large premium brands that are sold in the mall.

Because of the advertising interest by premium brands and tenant stores, Lamcy Plaza Management anticipates the investment for the installation will be recouped in less than one year. At that point, the mall’s management plans to engage a professional research firm to measure the effectiveness and sales uplift experienced by LamcyTV.

The mall network consists of 37 plasma and LCD screens distributed in strategic locations where shoppers congregate, such as elevators and escalator landings. The network is a joint project between Lamcy Plaza Management and Specialized Software Services (SSS), a provider and marketer of digital signage networks.

The system employs 25 Scala InfoChannel players that drive 12, 17in LCD screens with built-in computers and 25, 42in Samsung plasma screens. The network is managed by Scala's InfoChannel Enterprise Edition Network Manager and controlled over a WiFi network.

The system’s content design and authoring tool allows Specialized Software Services to develop focused and compelling content. The system enables frequent and timely content updates that result in faster response to market conditions, audience focus or promotional requirements. Content is rendered on the fly at each point-of-playback. Content can be changed in real-time with local POS systems.

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