TECHNOLOGY
VMO has just launched its latest flagship project which incorporates the most up-to-date and advanced screens ever; it’s the company's largest capex investment in a single retail asset. World Square is the venue, in the heart of downtown Sydney.
Next generation iconic screens engage shoppers
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ANTHONY DEEBLE Chief Commercial Officer The HOYTS Group
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cting on its belief that the shopping experience plays a critical part in customer buying behaviour, HOYTS owned Val Morgan Outdoor (VMO) has invested heavily in creating the largest, 100% digital pathto-purchase network in Australia. Now, VMO has unveiled its jewel in the crown – a suite of seven newly installed, large format iconic LED screens in Sydney’s World Square – one of Australia’s busiest retail and commuter precincts that’s renowned for its annual footfall of some 29 million visits during a regular trading year. The world-class, next generation screens will see on average 2.4 million consumer visits in a typical month
engaging consumers with live, dynamic content. Using best-in-market technology, World Square shoppers will now find themselves among the ultimate immersive experience in the form of curved internal LED screens and a hero screen that spans eight metres by two metres that can be seen from Sydney’s busy George Street. Designed for attention, the screens are up to five times greater in quality alone than most digital LED shopping centre screens and have been positioned to maximise audience impact, offering advertisers and retailers a premium opportunity to reach customers who are already within the retail environment and are in close proximity to their products.
With some form of advertising screens now standard in major shopping centres, VMO contends that it’s not just about the size or number of screens deployed. It is also about the screen quality, screen intelligence, considered positioning and the value proposition they bring to each individual consumer’s shopping experience.
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16/11/20 12:39 pm
