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Digital news

Digital screens in hair salons act as added advertising platforms

31 Mar 2014 10:16
Ster-Kinekor Entertainment is the first advertiser to take up digital advertising space with Salon Media, which has launched its digital advertising platforms in 300 hairstyling salons across South Africa.
The screens, with a potential reach of 47,500 monthly consumers, have been installed at styling workstations within premier and ethnic-premier environments. These have been strategically placed next to the mirrors.

Digital screens in hair salons act as added advertising platforms
Salon advertising

"Brands have previously been able to advertise in the salon environment with our various salon advertising packages, but we have now ramped that up to include digital screens," says Salon Media's Mary-Anne Lakin. "The digital screens offer advertisers an effective yet cost effective means of reaching a captive audience that often spend as much as three hours getting styled."

"The majority of the Ster-Kinekor sites are in close proximity to its movie houses, so the advertising drives consumers from the salon to the cinema ticket sales counters."

It will be displaying various trailers of upcoming blockbusters on the new platform until the end of October.

Variety of content

Content on screens is broken up between 30 minutes of lifestyle content, interspersed with ten minutes of commercials and trailers. Commercials can take the form of infomercials, sponsorships, opening and closing billboards and squeeze backs.

To avoid the wallpaper effect, content is both frequently and easily updated. This allows the advertiser to use existing visual TVC material and frequently change the messaging. This has the added benefit of saving on production costs normally associated with traditional OOH platforms.

For more information, go to Primedia Unlimited.
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