12 December 2007
Nairobi — Competition for advertisers' shillings is bound to intensify following the launch of Span Image whose strength lies in motion pictures.
The concept involves installation of liquid crystal display (LCD) or plasma video screen in supermarkets, hotel lobbies, hospitals, malls and airports to attract the eye of consumers.
The flat screen monitors showing information with promotions and .
advertising, combined with holographic images if necessary, can be updated in real time over the internet.
Motion images
Span Image is driven by several research findings, which show that about 70 per cent of retailers would choose motion displays over static signs. It also indicates that customers at the point of sale, have already shown the need to purchase a product.
Mr Kadill Ali, Span Image regional head of marketing, said traditional advertising methods have limitations emanating from their failure to act and react. "Posters are dead screens," Mr Ali said during the launch of Span Image Kenya in Nairobi on Tuesday.
"When you see that a product is not moving fast you can announce a discount but by the time you print flyers, precious time is lost," he said. Unlike in other advertising agencies, individual clients can manage their own screens and locations without having to go through Span Image.
For example, a retailer can change its screens from day to day. "Unlike print media, we do not charge for multiple campaigns and advertisement," Mr Ali said.
Made deal
Span Image Kenya managing director Cyrille Nabutola said the company had installed 30 LCD screens inside Sarit Centre, in Nairobi with a target of 60 screens.
The company has also entered into a contract with Nakumatt Supermarkets to fit its countrywide branches with the screens.
Mr Nabutola said that the digital signage solutions are one of the most cost-effective ways to deliver the message directly to the consumer when and where it is needed most and at the point and time of purchase.
"This is a lot more cheaper compared with traditional advertising methods," he said. Advertisers would be charged about Sh8,500 a month.
With 400 screens already installed, the company expects the figure to rise to 4,000 by the end of next year.
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