TouchSource & Centennial Have Collaborated on a New Marketing Project
TouchSource and Centennial have collaborated to introduce the Centennial Retail Media Network, a large-scale digital signage and advertising initiative spanning 154 screens across 12 U.S. markets. This venture combines cutting-edge display technology and strategic ad placements to enhance shopping experiences while generating advertising revenue for property owners. Installed in high-traffic retail hubs such as MarketFair in New Jersey and Liberty Center in Ohio, the network integrates tailored content, shopper tools, and programmatic ad solutions.
The large-scale digital signage and advertising initiative merges advertising with practical utilities like searchable directories and event updates, making the displays engaging for both passive viewers and active users. Managed by Screenverse, the system transforms screens into dual-purpose platforms. Research from the Out of Home Advertising Association of America underscores the impact of such campaigns, with digital out-of-home ads driving significant consumer actions, including increased store visits and purchases.
Image Credit: TouchSource and Centennial
The large-scale digital signage and advertising initiative merges advertising with practical utilities like searchable directories and event updates, making the displays engaging for both passive viewers and active users. Managed by Screenverse, the system transforms screens into dual-purpose platforms. Research from the Out of Home Advertising Association of America underscores the impact of such campaigns, with digital out-of-home ads driving significant consumer actions, including increased store visits and purchases.
Image Credit: TouchSource and Centennial
Trend Themes
1. Interactive Digital Signage - Retail environments are leveraging interactive digital signage that offers both entertainment and practical tools, providing an engaging dual-purpose platform for consumers.
2. Programmatic Advertising Solutions - Integrating programmatic ad solutions within digital networks allows for dynamic and targeted marketing, enhancing advertising effectiveness in real-time.
3. Retail Experiential Marketing - Experiential marketing strategies using innovative digital platforms can significantly elevate in-store consumer engagement and drive higher foot traffic.
4. Consumer-centric Retail Technology - Digital signage networks are evolving to prioritize consumer interactions, offering a seamless blend of in-store navigation and advertising content.
Industry Implications
1. Retail Technology - Advancements in retail technology through interactive displays are reshaping on-premise consumer engagement and marketing strategies.
2. Digital Advertising - The digital advertising industry benefits from large-scale signage solutions that provide targeted outreach in high-traffic areas.
3. Out-of-home Advertising - Out-of-home advertising is being transformed by digital networks, creating new opportunities for immersive consumer experiences.
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