SHOPPING CENTRE ADVERTISING MEDIA PLANNING AND BUYING ACROSS THE UK
Consistent. Visible. Impact.
Advertising in and around retail shops is a subtle and interesting way for businesses to target potential customers without them really knowing about it. Many Shopping Centres, Supermarkets and certain retail stores now have digital screens that take advertising. Located in prime positions such as at the entrance and exits or around the centres, these are ideal options for advertisers who have stores in Centre itself. The screens are one of the last things potential customers will see before they pass the advertisers store and can act as the trigger that pulls them into the store.
The majority are digital 6 screens but there are larger screens in bigger centres.
Other advertising options are found in the toilets of the Centres. These give excellent dwell times.
At CG Advertising we can help you navigate through the complexities and choose the most effective locations for your business.
Frequently Asked Questions:
A - As with all advertising, it depends. There are many factors to consider before we can put forward a campaign that suits your requirements. If you want to target a specific Centre, we recommend you use multiple screens to dominate and maximise your message. The larger the location, the more sites you ideally need. The more sites you have, the more the campaign will cost.
A - If the screen in question is the most dominant in the Centre, then yes. A good example will be a large screen located directly above the main entrance. However, if the Centre only has smaller screens in it, we recommend you take all of these to maximise the visibility of your message.
A - A Classic paper version has a printed paper poster and is booked in multiples of 2 weeks. It is therefore the only advert you will see at that site for the duration of the campaign. A digital version has multiple advertisers in rotation. Each advertiser has 1 x 10 second play before rotating to the next advertiser.
High Impact
Retail stores will attract large numbers of people. Whether it is a Shopping Centre with multiple retailers or a Supermarket, people will go there on a daily basis. The right message at the right time, will be seen and remembered.
Longevity of Message
Most campaigns will run in multiples of 2 weeks allowing you to plan a campaign to suit a particular message. With many of the options being digital, changing the creative is easy and essential, allowing you to run multiple messages and target the right audience.
Cannot miss it
Large digital screens at the entrance are impossible to ignore. Multiple smaller screens around a Centre allow you to consistently target potential customers as they walk around. Poster sites in toilets are quite literally ‘in your face’. This makes all of these option very difficult to miss.
Get results
Advertisers can plan campaigns with targeted messaging to reach specific audiences at specific times. A good example is a back-to-school campaign run in August. The right message, at the right time with a strong creative will be seen by large audience and so increasing the likelihood of success.
CASE STUDIES
SOME OF OUR HAPPY CLIENTS
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Mercia Radios
The Challenge Mercia Radios approached us to help raise awareness of their two-way radio hire service, which supports the smooth running of events including festivals, outdoor shows and large-scale public gatherings. They wanted a campaign that would deliver maximum visibility in a key location, helping to strengthen their brand awareness and showcase their services to…
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Goodlord
The Client Goodlord is an all-in-one lettings platform on a mission to modernise the rental process. By combining smart technology with genuine customer service, they cut out unnecessary paperwork, speed up transactions, and make the rental journey fairer and more efficient for agents, landlords, and tenants alike. The result? Less admin, more focus on growing…
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No Limits Events and Promotions
The Client No Limits Events and Promotions run some of the region’s most popular motoring events, including The Lincs Wheels Car Show. This is an annual two-day celebration of car culture held each June at the Lincolnshire Showground near Lincoln. Think live entertainment, festival atmosphere, and thousands of car enthusiasts descending on one site for…
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S.A.S. Travel
The Challenge A few weeks ago, SAS Travel approached us looking for a simple but high-impact campaign to promote their long-distance travel and airport transfer services across the UK. As a business built around reliability, comfort and excellent customer service, they wanted to increase local awareness and make sure their brand stood out in a…
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NHS Lincolnshire and ICON
The Brief: We were approached by the marketing team at NHS Lincolnshire to help promote an important independent national programme they worked in partnership with called ICON. Although this programme runs throughout they year, it has a specific focus in September, and they wanted to give it some extra visibility across Lincolnshire throughout this month…
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East Midlands Airport and Loganair
The Challenge East Midlands Airport approached us once again to support the launch of a new partnership with Loganair, introducing daily afternoon flights from East Midlands Airport to Jersey from 31st May. The brief was to build awareness quickly and create strong cut-through across the Midlands, positioning the route as an easy, attractive option for…
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Rock Choir
The Brief: Rock Choir is the nation’s most popular contemporary choir experience. Since its inception in 2005, tens of thousands across the country have enjoyed the huge physical and mental-wellbeing benefits of being part of a group of like-minded people enjoying themselves. We were approached by the Head of PR to raise awareness of the…
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Food Hub ‘Hubba Hubba’
The Brief: Although previous campaigns had been very successful for Food Hub, they knew for the next stage, they needed a fresh approach. They wanted a new creative that made the Food Hub brand both impactful and memorable and importantly, increased downloads of the Food Hub app. For this they employed ABF Pictures, a creative…
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King Richard III Visitor Centre and Jewry Wall Museum
The Challenge King Richard III Visitor Centre and Jewry Wall Museum asked us to plan a digital billboard campaign across Leicester to promote both attractions over the Easter period. The aim was to position them as must-visit, family-friendly destinations during the holidays, appealing to both local residents and visitors to the city. Our Thinking With…
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Zzoomm
The Brief: We have worked with both Zzoomm and Be Fibre on an on-going basis, booking campaigns for the past 4 years. Last year it we found out that both Zzoomm and Be Fibre, along with other Full Fibre companies, were going to be rebranded under a single brand name. That brand was Zzoomm. The…