{"id":8830,"date":"2020-07-27T10:33:06","date_gmt":"2020-07-27T10:33:06","guid":{"rendered":"https:\/\/lion-test-sites.co.za\/provantage?p=8830"},"modified":"2023-03-14T13:42:26","modified_gmt":"2023-03-14T11:42:26","slug":"re-launches-mall-tv","status":"publish","type":"post","link":"https:\/\/lion-test-sites.co.za\/provantage\/re-launches-mall-tv\/","title":{"rendered":"MALL ADS Re-Launches MALL TV for Mass Market Audience"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><a href=\"http:\/\/www.mallads.co.za\/\" target=\"_blank\" rel=\"noopener\">Mall Ads\u2122<\/a>\nhas re-launched Mall TV\u2122, with a renewed focus on targeting the mass market\nsegment of the South African population.<\/p>\n\n\n\n<figure class=\"wp-block-embed-youtube wp-block-embed\"><div class=\"wp-block-embed__wrapper\">\n<iframe title=\"Mall TV Launch Aug 2020\" width=\"500\" height=\"281\" data-src=\"https:\/\/www.youtube.com\/embed\/Y7c0kNb0Uio?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" class=\"lazyload\" data-load-mode=\"1\"><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">In strengthening\nthe Mall TV offering, Mall Ads believes it now has a solution that speaks more\neffectively to\nclients and brands seeking alternative and engaging ways to converse with\nconsumers, particularly in the attractive mall environment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The Mall Ads\nview is that the mass market remains untapped and represents an opportunity for\nit to reinforce its position as a market leader, by becoming one of the first\nindustry players to build a TV network in the mass market sector.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Digital\nPlace-Based Networks<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The re-launch\nof Mall TV leverages the opportunity presented by the growth, globally, of\ndigital place-based networks and ensures Mall Ads remains at the cutting-edge\nof Out-of-Home (OOH) trends.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to recent\n<a href=\"http:\/\/www.pqmedia.com\" target=\"_blank\" rel=\"noopener\">PQ\nMedia<\/a> studies, all Digital\nOOH (DOOH) media silos are on a steady growth trajectory year-on-year, with digital\nplace-based networks at the forefront of that growth, whilst also being the\ndigital OOH medium leader.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Further, that research shows that digital place-based\nnetworks are growing at a compound annual growth rate of 13.6% for the period\n2017-2022, compared with growth of 10.7% it experienced between 2012 and 2017.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cDigital media growth is outpacing\nconventional media platforms and the proliferation of DOOH is making it easier\nto present dynamic campaigns to consumers,\u201d says Mzi Deliwe, Deputy CEO of <a href=\"https:\/\/lion-test-sites.co.za\/provantage\">Provantage\nMedia Group<\/a> and\nDirector of Mall Ads. <\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"682\" data-src=\"https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch1_UmlaziMega-1-1024x682.jpg\" alt=\"\" class=\"wp-image-8839 lazyload\" data-srcset=\"https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch1_UmlaziMega-1-1024x682.jpg 1024w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch1_UmlaziMega-1-300x200.jpg 300w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch1_UmlaziMega-1-768x512.jpg 768w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch1_UmlaziMega-1-1536x1024.jpg 1536w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch1_UmlaziMega-1-2048x1365.jpg 2048w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch1_UmlaziMega-1.jpg 1800w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/682;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>MALL TV<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mall TV is a digital placed-based network in mass\nmarket shopping centres, targeting shoppers close to point of purchase and\nthereby directly influencing purchase decision making.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The network\nflights on strategically-placed screens at key high footfall sites and dwell\nzones in malls across the country. The platform offers retailers within malls,\nas well as national and international brands, the opportunity to effectively\ndrive price, place and product.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mall TV fits\nseamlessly in the shopping journey, and effectively disrupts to bring consumers\ncontent that is relevant and brand messaging that is influential. It\nalso offers advertisers a captive shopper audience. &nbsp;<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cMall TV offers an innovative way to\nbuild brands and grow reach and frequency in an ever-fragmenting media\nlandscape,\u201d says Deliwe. \u201cWhat\u2019s more, Mall TV flights within the mall\nenvironment, the last point of influence before a consumer makes a purchase.\u201d<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How MALL TV Works<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mall TV is a\nmix of brand adverts and content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">\u201cThe content has to supplement the mall experience, so\nthe focus is very much on broadcasting relevant, high interest content that\nadds significant value to shoppers and their shopping experience,\u201d says\nDeliwe.&nbsp; In addition to brand adverts and\ncontent, stores situated within the mall can take advantage of on-screen\ndirectional messaging to drive shoppers directly to the physical store\nlocation.&nbsp;&nbsp;&nbsp; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">30-second adverts are available for interested clients and brands at frequencies of twice or four times an hour. In addition, a \u2018wrapped advertising package\u2019 offers strategic brand messaging placement alongside the network\u2019s sports and news content. \u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"1024\" height=\"682\" data-src=\"https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch2_BridgeCity-1-1024x682.jpg\" alt=\"\" class=\"wp-image-8840 lazyload\" data-srcset=\"https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch2_BridgeCity-1-1024x682.jpg 1024w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch2_BridgeCity-1-300x200.jpg 300w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch2_BridgeCity-1-768x512.jpg 768w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch2_BridgeCity-1-1536x1024.jpg 1536w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch2_BridgeCity-1-2048x1365.jpg 2048w, https:\/\/lion-test-sites.co.za\/provantage\/wp-content\/uploads\/2020\/07\/MallTV_Launch2_BridgeCity-1.jpg 1800w\" data-sizes=\"(max-width: 1024px) 100vw, 1024px\" src=\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\" style=\"--smush-placeholder-width: 1024px; --smush-placeholder-aspect-ratio: 1024\/682;\" \/><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Mass Market<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mall Ads has\nconducted extensive research into the South African mall space and believes\nthere is great synergy between the Mall TV offering and a mass market audience\n\u2013 hence the renewed focus on this segment.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That research\nhas resulted in a number of interesting findings and conclusions, as it relates\nspecifically to this market. <\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>The mass market is extremely brand loyal and brand\nconscious &nbsp;<\/li><li>large purchases are mainly on lay-buy <\/li><li>smaller purchases are limited to taxi travel\nappropriate<\/li><li>price and value conscious<\/li><li>two\nhours is the average dwell time per mall visit<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">All of which\npresents an opportunity for customers and brands who see a fit with this market\nand are able to tailor a message or product offering that blends seamlessly\nwith Mall TV and the platform it offers.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">According to\nresearch conducted by the South African Council of Shopping Centres, the spend\nper head in township malls increased by 6.3% year-on-year between 2017 and 2018,\nwhilst an <a href=\"https:\/\/www.askafrika.co.za\/\" target=\"_blank\" rel=\"noopener\">Ask Afrika<\/a>\n2019 research study was able to determine the following:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>shoppers\nin the mass market category average 6.9 unique visits per month at malls<\/li><li>84%\nof mass market shoppers find that advertising has an influence on their\nshopping habits and therefore increases their propensity to purchase<\/li><li>82%\nof mass market shoppers have noticed advertising in a mall environment<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclusion<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mall Ads has\nambitious plans for Mall TV, which is currently available in eight malls across\nSouth Africa, with an average audience of 9.3 million shoppers nationwide,\nmonthly.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Growth is a key\nelement in the Mall TV strategy, and with increased scale anticipated in the\nshort-term, the Mall TV offering is compelling for brands looking to engage\neffectively with this mass market audience.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Mall Ads\u2122 has re-launched Mall TV\u2122, with a renewed focus on targeting the mass market segment of the South African population. In strengthening the Mall TV offering, Mall Ads believes it now has a solution that speaks more effectively to clients and brands seeking alternative and engaging ways to converse with consumers, particularly in the [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":8841,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[55],"tags":[],"class_list":["post-8830","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-mall-ads"],"_links":{"self":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8830","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/comments?post=8830"}],"version-history":[{"count":6,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8830\/revisions"}],"predecessor-version":[{"id":8843,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/posts\/8830\/revisions\/8843"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/media\/8841"}],"wp:attachment":[{"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/media?parent=8830"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/categories?post=8830"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lion-test-sites.co.za\/provantage\/wp-json\/wp\/v2\/tags?post=8830"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}