Vision Media plots network of interactive ad-info pods…

Outdoor media contractor Vision Media Group (VMG) is launching an interactive information and advertising pod in shopping centres across the UK

Claimed to be a media first, the product – called the “iconic pod” will provide interactive information as well as advertising content.

The company has also announced a partnership deal with Clear Channel Outdoor to procure advertising across its nationwide network of digital screens in shopping centres. Clear Channel will procure the advertising on the pods as well as on VMG’s wider mall portfolio.

VMG sales and marketing director Tim Ritson says: “This is a major step forward. The partnership is heavily embedded in making the product work,” he adds.

The iconic pod will be launched in June in several shopping centres including Lakeside. Some of the pods will run beside Titan Outdoor’s digital screens, putting Clear Channel in direct competition with Titan.

Clear Channel Outdoor chief executive Barry Sayer says the company’s expansion into interactive and digital is “complemented” by the partnership with VMG.

A panel on the side of the pod allows consumers to view content on the full screen. The screen can also provide a shopping centre map and bring up a list of shops that sell a specific product. Advertising content runs below the information screen. The company is running a digital development programme and is working on in-house technology.

VMG chief executive Dominic Brookman says: “Shopping centres are effectively high streets with a roof over the top and the high footfall within them is a valuable audience for advertisers.”

VMG was formed when Screen FX acquired Screen Media Networks in January this year. Ritson and Brookman both worked at Screen Media Networks before it was bought.

Brookman says the deal will be a “turning point” in the company’s financial performance.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here