Jessica Hatfield, founder of burgeoning ambient contractor the
Media Vehicle, has founded a new company offering advertisers airtime on
a network of big screens in shopping centres.
Called Centrevision, Hatfield’s new venture will launch on 26 October,
when digital video walls will be unveiled in 25 shopping centres across
’In effect, we’ll be creating a national television channel,’ said
’And it will reach up to 25 million shoppers every month.’
Centrevision’s digital network will broadcast original programmes of
around one minute in length, interspersed with advertising. There will
be four different programming schedules every day, each one tailored to
a different target audience. To target teenagers, for example,
advertisers will be offered the 4pm to 6pm broadcast slot.
One of the Media Vehicle’s most successful products is trolley
advertising, and Hatfield pointed out that big screens and trolleys have
a major strength in common. ’They are both right there at the point of
sale,’ she said.
’That has got to be attractive to advertisers. Bear in mind that 64 per
cent of UK consumers visit a shopping centre every weekend.’
No final decision has been made about who will sell the airtime on
Centrevision, but it will not be sold by the Media Vehicle.
Simon Lynds, managing director of Katz, has consulted on the project and
there has been some speculation that Katz will be involved in selling
the airtime. A decision is expected next week.