Titan's D6 format can deliver - at the right price

Service
Titan's digital mall format
Owner
Titan Outdoor
What's happened?
Launch of 100 screens in 18 malls

So, for outdoor planners, the further investment in high-quality, engaging digital mall formats is a welcome initiative from Titan.

Consumers indulging in architectural wonders such as Birmingham's Bullring react more favourably to formats that reflect the quality of their surroundings and Titan's D6 product certainly delivers in this respect.

Kinetic's own research at London Bridge has proved that people are three times more likely to see digital rather than static imagery and that they look at it for nearly twice as long.

Therefore, Titan's continued investment in digital out-of-home should be applauded.

However, the one-in-six share of voice and the pricing model will come into question when we compare the D6 against CBS's and Clear Channel's digital mall products.

Malls are my personal idea of hell, but nine million shopping mall visitors a month is impressive and that audience is very attractive to a wide range of Kinetic clients.

Titan's move to retail and transport specialism is good news from this perspective and that specialism should increase industry insight into malls and consumers on the move within them.

However, if Titan is to justify its premium ratecard, it will need to provide more of this kind of work and be braver in its flexibility than other contractors have been to date.

Kinetic is seeing an increase in creative-led digital out-of-home campaigns, but many ideas fall at the first hurdle due to contractor inflexibility over day-part domination, four-day campaigns, roadblocks and so on, which can be frustrating.

What's good?
The quality and location of the sites.  

What could be better?
Share of voice, flexibility and pricing.

Would I book my clients into this?
Without a doubt, but at the right price.

Adrian Skelton, Business director, Kinetic

This article was first published on mediaweek.co.uk