Sostav.ru: Maer Group lights up downtown Novosibirsk
In December 2016, the federal operator of digital out-of-home Maer Group launched a state-of-the-art digital facade in Russia’s third-largest city. The facade covers the entire GUM mall’s wall in front of the Ploschad Marxa subway station. Its total area is 460 sq. m.
The gigantic screen is located on the central square of the left-bank part of the city. It is well-positioned next to traffic circles for both vehicles and pedestrians, exposing the content at several angles and extending its viewing time.
The new screen solidifies Maer Group’s position as the national leader in the digital outdoor, a.k.a. out-of-home, advertising. Maer Group has a unique federal network of media facades and is consistently investing in digital advertising technologies.
“Digital out-of-home is our priority, and this is another important step towards the absolute leadership in this segment. Since 2014, we have been offering large digital media displays to our customers situated in the best locations of Russian regions and the two capitals,” says the media holding’s owner Konstantin Mayor. “It enables us to offer advanced devices, unequalled in image quality and color rendition, and expand our digital network to other cities of Russia.”
The Novosibirsk media facade is part of Maer Group’s project for development of digital communications technologies in Russian regions. The largest media facade in Europe, with the area of over 15,000 sq. m., was mounted by Maer Group on the business center Leader Tower in St. Petersburg. Today the targeted program of such format includes advertising screens in all large cities of Russia.
“We intend to continue developing new unique advertising programs and venues,” says Konstantin Mayor. “The digital outdoor advertising market has great potential, as the OTS aspect of outdoor advertising is combined with social options of mobile device users through digital media, especially large-format screens, which helps consumers to interact with brands.”
Digital screens can transmit the HD-quality content in the real-time mode, adding a new dimension to the efficient communication between brands and consumers, combining the relevance of advertisements and potential of creative solutions, and bringing marketing communications to a new level.