CAMBRIDGE, Mass. — This March, 26 backlit media advertising displays and four interactive media kiosks with property directories will be installed at the Mesa Riverview shopping center in Mesa, Ariz. An extended market rollout is being considered for later this year.
The program provides opportunities for advertisers to reach consumers where they shop while making a positive impact on the environment. A significant portion of revenue generated by advertising placement will help fund local environmental programs such as solar panel installations, hybrid car fleets, lighting retrofits and greening projects. As a result, the program will directly affect quality of life, at no cost to consumers.
The program is the result of a partnership between environmental media company EcoMedia, Kimco Realty Corp. and technology provider Aerva.
"This is an ideal partnership that combines Kimco's desire to bring new advertising opportunities and technologies to their tenants with our mission of using advertising dollars to do something they have never done before -- clean up the environment," said Paul Polizzotto, chief executive and founder of EcoMedia. "This effort is a win-win for everyone, including Kimco retail tenants, consumers and more importantly, the environment. The more signs that are installed, the more environmental benefits we can deliver to local communities."
The integrated program offers advertisers opportunities to reach consumers via three components:
- Retail backlit displays featuring a 40-in. wide by 50-in. graphic area, installed in highly visible and highly trafficked locations such as pedestrian walkways
- Video advertising that is incorporated into a 10-minute programming loop featuring high-impact EcoMedia content that informs, educates and entertains consumers about environmental issues
- Interactive, on-demand mobile coupons delivered directly to consumers' cell phones via text messaging, providing shoppers on-demand access to promotional offers from retailers and manufacturers
