What do media companies and brand marketers do in an ever growing fragmented world? They create another distribution channel of course. In a partnership to be formally announced today, the giant ad agency group Publicis and the nation's largest mall operator Simon Property Group, will unveil the OnSpot Digital Network. OnSpot Digital Network will sell commercial time on large screens strategically placed near mall entrances, food courts, escalators and high-trafficked corridors. Simon emphasizes the new outlet complements traditional television commercials currently running. I imagine it is no secret that Simon is pitching that one of the largest consumer groups that regularly shop at the malls is Gen Y, perhaps that is why Coca Cola has already signed on.
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