The excitement of football, new leisure offer in shopping centers

The Spanish League has returned one more year and has done it in style in the shopping centers. Gol T Shopping Centers is a network of digital signage screens that aims to bring the best football and major sporting events to shopping centers with a fully personalized channel, offering an ideal setting to watch a match, when combining in the same space leisure, fun and football.

The king sport has entered the digital signage sector through one of the places of greater potential audience: shopping malls. The producer Mediapro has opted for this market through its premium football channel, Gol Television , which broadcasts uninterrupted programming during the 24 hours of day that includes the BBVA League, the Forward League, the Copa del Rey, the Champions League and the best international leagues, as well as current affairs, author programs, reports and interviews.

Visitor traffic to shopping centres drops by 40% during the football broadcast on television: with the aim of preserving this influx of people during the hours of the matches, since last season, about thirty shopping centers have a circuit of digital signage, Gol T Shopping Centers, in which the broadcast of the pay channel Gol TV is the main claim. These are double screens located in the catering areas and from which visitors can follow the football matches, both nationally and internationally, and other sports content such as Formula 1, the MotoGP World Championship, the ACB Basketball League play-offs, the Tour de France, tennis tournaments…

Screens, company DS Digital Screens, they are 46" LCDs and are located at a distance of between 2 and 2,5 meters from the ground, offering the right viewing angle and luminosity to achieve maximum impact and that the visualization of the matches is the most suitable. On one of the screens (the left) the television signal is broadcast, while on the right screen of the display are displayed contents of digital signage of the shopping center: entertainment, Promotions, advertising of premises…dynamic creatives that are emitted in a 180" advertising loop.

The screens are located in the food court area of the shopping centers to ensure a captive audience interested in the content that can enjoy the king sport in an optimal environment for the advertising reception. DS Digital Screens displays allow the integration of other technologies such as mobile and social media such as Twitter and Facebook, to create spaces for meeting and debate with the fan of the world of football, and to be able to listen to him and dialogue with him.

The service is developed and managed by Neo Advertising, which is also the entity responsible for the marketing of advertising content, also responsible for advertising planning and advertising possibilities for brands. Content broadcast is controlled remotely using culm. You can make content changes on the spot or leave them scheduled.

Audience analysis

The channel incorporates neo advertising's digital outdoor advertising analytics service, Neo Analytics, which obtains audience data through the measurement and facial recognition system of Trumedia, that collects traffic data, attention to the contents (impressions or impacts), sex and age. These measuring devices are located on all the screens of the Gol T Shopping Centers network to guarantee a census measurement and know the impact data of each screen. In this way, advertisers can know the return on investment, as well as adapting the campaigns according to the result, thanks to the fact that the system segments the information of the impacts.

In addition, Neo Advertising has reached an agreement with OJD Interactiva to certify the audience of the channel through the data collected by the Trumedia measurement system that is installed on each screen and that counts the number of people who have viewed the screen and the time of exposure to advertising of each of them. "It is important that digital signage can demonstrate its effectiveness with data and for this reason we have opted for measurement and auditing the data of our network", indicates Roi Iglesias, ceo of Neo Advertising, who states that "we believe that data is the basis of planning in digital media, and an important pillar in this new digital outdoor advertising".

During the month of June, coinciding with the European Championship and the great role played by the Spanish National Team, the Channel Gol T Shopping Centers recorded a total audience of 1.370.154 people, which is an increase close to the 20% regarding the month of May. The most significant increase is to be found in the average number of daily impacts recorded from Monday to Friday., when moving from 29.910 in the month of May to the 45.700 in June, although Saturday is still the day on which more views are recorded, with an average of 76.000.

An ever-expanding network

currently, the network of digital signage of Gol T Shopping Centers extends to 32 shopping centers throughout the country, which means a park of more than 440 Screens. It is implanted in the shopping centers of Parque Principado de Oviedo and Los Fresnos de Gijón (Asturias); The Farga, Park Vallés de Terrassa and Llobregat Centre de Cornellá (Barcelona); Zubiarte, Max Center and Max Leisure Bilbao (Bilbao); San Fernando Plaza and El Paseo de El Puerto de Santa María (Cadiz); Royal Valley of Santander (Cantabria); the Kinépolis of Granada; Espai Gironès de Salt (Girona); The Hill of Jaén; Espacio León and El Rosal (lion); The Dehesa, Loranca, Factory Alegra and Burgocentro, all of them in Madrid; Malaga Nostrum, Vialia and Puerto Marina Shopping of Benalmádena (Malaga); Two Seas and Mediterranean Space of Cartagena (Murcia); The Orchards (Palencia); Vigo Crossing (Pontevedra); N4 Ecija and Main Square (Seville); Tagus Light (Toledo); Equinox (Valladolid) and Great House (Saragossa), as well as in the service areas of Catalonia and in the train stations of Atocha (Madrid) and Sants (Barcelona).

Cristina Plana, Head of Marketing at Espai Gironès, has highlighted that this offer means for the shopping center “a competitive advantage, as well as a differential fact given that we can offer visitors a unique service (paid football) which is not available to the competition. At the same time it is a complement to the existing offer in the center and is a benefit for restauraries tenants, not just as far as customers are concerned, but also in terms of the received signal. This installation combines shopping and leisure perfectly in the same, ending the eternal family debate on Saturday afternoons".

while, from the management of the Gran Casa de Zaragoza shopping center point out that "in general the valuation is positive, screens have good presence, they are well located and the programming is very interesting. The only downside is that for major rebroadcasts, the screens stay small."

The king content for shopping malls

Jordi Guardiola, general manager of Gol T Shopping Centers, has highlighted that the intention of the project is "to take the spectacle of the best football abroad and thereby achieve a greater link between the center, its visitors and also its shops. It is a project that has had a great acceptance and that will continue to grow over the next few years with the aim of becoming a new meeting point for all football lovers".

At last, Roi Iglesias believes that "the growth of the Gol T CC network is a key issue for this channel, which now allows advertisers to impact a significant number of audiences in malls, and with the advantage of having the real impact data of each campaign".

• contents:
  Mediapro (Gol TV)
• Integrator and content manager:
  Neo Advertising
• Screens:
  DS Digital Screens
• software:
  culm
• Audience measurement:
  Trumedia

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