With the installation of Primedia’s 6.5m x 13m interactive LED screen at Fourways Mall, shoppers at South Africa’s largest regional shopping centre now have access to South Africa’s biggest real-time, retail enhancement experience too.

Primedia Outdoor, the leading wholly South African owned outdoor media specialist, unveiled this ultra-slim, full motion, transparent LED screen earlier this month, locating it against the lift shaft overlooking the promotional court at Fourways Mall.  Measuring a total GLA of 179 237 square meters and welcoming over 1.2 million shoppers every month, Fourways Mall advertising on the dynamic LED screen will reach consumers at key touchpoints along their shopping journey.  This plays a vital role for tenant brands by delivering valuable information about products and services available to purchase at the mall, directly to the customers on site.

In terms of leveraging the full information-sharing experience, mall visitors will receive significant additional value from the screens.  This includes live updates on sports games, news about entertainment events in the region and even live weather updates, all while shopping to their hearts content. What’s more, advertisers can also utilise Primedia Outdoor’s engaging Social Wall product in which consumers are able to share their individual experiences of brands with other shoppers at the mall – and even with the rest of South Africa!

“We are extremely excited to launch our new, highly impactful and incredibly beautiful transparent LED screen at Fourways Mall.  We believe this key platform offers advertisers a premium, experiential channel to market in a high-impact location,” said Jorja Wilkins, Marketing and Marketing Services Executive at Primedia Outdoor.

“Digital Out-of-Home in the mall environment is a powerful advertising channel to effectively communicate and reinforce a brand in the minds of shoppers.  Even better, it occurs at the point of purchase and fuels further impulse purchases,” she added.

Primedia Outdoor is the premium provider of an array of mall media solutions in and around over 50 malls in 7 Provinces with more than 1,300 static panels and 181 digital screens.