Continuous Activity in the Digital OOH Arena: EnVu, Akoo, Access 360 and AdSpace Innovating

written by: Gianluigi Cuccureddu

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Published on Wednesday, 26 January 2011 19:41

The new digital out-of-home network from EnVu -targeting retail shoppers-, has been deployed in 100 malls across the country's top 20 DMAs, this should grow up to 225 malls at the end of the year, according MediaPost. The EnSpire network "uses eye-catching graphics and gesture-based interaction to create immersive digital displays in high-traffic common areas." Those who pass by are invited to interact with the logo/brand, being directed to diverse channels, such as the retailer nearby selling that product, a website or social media platform.

EnVu claims its network reaches about 36.2 million viewers in a four-week period, hoping to reach 60 million viewers per month at the end of the year. Another player in this market is Akoo, a place-based Social TV network, delivering entertainment content to mall food courts and college dining halls, reaching a total monthly audience of 90 million.

In a previous article, we reported on the announcement by Akoo that it has been awarded a patent for its interactive media and marketing platform by the State Intellectual Property Office (SIPO) of the People's Republic of China.

"With our expansion into China, Akoo's interactive platform has the ability to connect more than 800 million Chinese mobile device users with advanced social television services, digital screen networks, in-store solutions, and cinema advertising in one of the most dynamic advertising marketplaces in the world," said Niko Drakoulis, Akoo International's Founding Chairman and Chief Executive Officer, showing the massive potential reach.

Two other players within this space are Access 360 and AdSpace:

Two weeks ago, Access 360 announced it raised $12 million in Series C funding led by Columbia Capital, which joins Mission Ventures among the company's prominent backers. Access 360 said the new funding will be used to expand the company through more acquisitions, new hires and organic growth.

Meantime, AdSpace, the nation's largest mall-based DO network, recently said it is enjoying strong revenue growth and unveiled plans to expand to 40 more malls in 2011, bringing the number of malls with its large plasma-screen displays to over 150 by year's end. Currently, AdSpace's roughly 1,420 screens reach 93 million mall-goers per month.