Cineplex Moves Into Mall Space Adding 10 Shopping Centers Venues in Partnership With Oxford Properties Group
TORONTO, ONTARIO — Cineplex Digital Media is expanding their digital place-based footprint into mall venues through a new partnership with Oxford Properties Group. The collaboration will add 10 high-traffic shopping centers to Cineplex’s digital place-based portfolio across Canada and place Cineplex in direct competition with Pattison Outdoor’s Digital Mall Network and Neo Traffic.
Mall venues are one of the strongest and most competitive categories for digital place-based advertising networks. In fact, digital place-based mall network’s reach can often exceed that of broadcast television. In the Canadian market, Pattison Outdoor’s Digital Mall Network reach exceeds 5.5 million consumers each week at 42 shopping malls across Canada. And Neo Traffic runs one of the largest digital place-based mall networks in Canada across 18 DMAs. According to Neo, more than 80 % of the Canadian population visits a shopping center every 4 weeks. In the US, Adspace Digital Mall Network dominates the digital place-based mall space with a network of more than 2800 screens at 206 shopping malls. Adspace’s reach exceeds 158 million shoppers each month, reaching more than 60% of the U.S. population.
Installation of Cineplex Digital Media’s new mall network will begin in the fall of 2014. Cineplex will be responsibile for the deployment, media sales, and ongoing operation and maintenance of the new network. Cineplex currently operates several digital place-based networks in movie theatre lobbies and office building concourses in Calgary, Ottawa, Toronto, and Vancouver. Cineplex recently partnered with Tim Hortons to rollout TimsTV, one of the largest digital place-based networks in the Canadian restaurant sector.