Romanian mall woos tenants with digital displays
Offering mall tenants the chance to advertise on screens is helping Romania’s biggest shopping centre keep rents up.
The Unirea mall in Bucharest has rolled out an 85-screen network running advertising for shops in the centre. Management are said to have been attracted to digital out-of-home by the potential for differentiating Unirea from other malls as well as generating revenue and justifying premium rents.
“Unirea stores are keen to advertise their products, and in-mall advertising is probably the best way to reach customers in a targeted way,” said Carmen Adamescu, president and CEO of the mall.
The shopping centre, in a city of around 2m people, has a footfall of roughly 310,000 people weekly.
The network was built by local firm Probitas using Cisco Digital Signs, part of the Cisco Digital Media Suite, which includes media players and the Digital Media Manager system.
www.cisco.com
www.probitas.ro
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