Most desirable audience – working, active people
“Business centers employ clients with higher incomes: company managers, managers, IT specialists, and representatives of other professions. This is the most desirable customer audience, with strong purchasing power, which is difficult to reach through traditional advertising channels,” says Aušra Gaižauskienė, Head of Development and Sales at Connective Media, which operates the B2Screen digital screen network.
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– The digital screens in business centers allow reaching potential clients where they actually spend a large part of their day. Moreover, they see the same message at least several times a day, increasing the likelihood that the advertisement will not only be noticed but also remembered.”
Expanding the network – installed the 100th screen
Responding to the growing needs of the advertising market, B2Screen has installed its 100th screen in business centers.
Through this unique advertising channel, it is possible to reach more than 1.3 million contacts per month – an active, working, and decision-making audience.
“This first milestone we have achieved – installing a network of 100 digital screens in business centers – is an important stage of development, but it is just the beginning.
We see that businesses increasingly value the ability to reach not just a large audience, but a specific and relevant target audience for their business. We compete not only by the number of contacts but also by quality. For brands, it is becoming increasingly important not only to be visible but also to know where, when, and which audience they reach.
Therefore, more attention is paid to places where the audience is clearly defined and accessible in a natural daily environment. Business centers are one of such spaces.
So our strategy is to steadily grow the network and increase its value for advertisers,” says Development and Sales Manager A. Gaižauskienė.
The latest trend – advertising on elevator mirrors
The newest advertising “trend” is installing screens into elevator mirrors in higher business centers such as Flow, Live Square, and Vertas. While a person rides the elevator to the upper floors of the building, advertising messages accompany them on the journey.
Digital screens are currently installed in 62 business centers in Vilnius, Kaunas, and Klaipėda. However, the network continues to expand – recently new business centers have joined: Sand Office, Uptown Park 2, UNIQ, and S3liai.
One of the newest and most popular advertising locations is the exclusive business center Business Stadium Central, designed by the world-renowned architectural team Zaha Hadid. Here, impressive digital LED screens 3 meters high have been installed.
Growing demand – not only for advertising
According to B2Screen’s Development Manager, as the digital screen network grows, client needs are also changing. The company receives more and more inquiries not only about advertising broadcasting but also about digital solutions for business or shopping centers and companies.
“We see that screens are becoming more than just an advertising tool. The approach to digital content in buildings is changing – screens become part of their infrastructure. They can perform not only advertising but also informational, navigational, or even interior decoration functions,” notes A. Gaižauskienė. “More often, we become not only advertising but also digitalization partners. We help business centers solve very practical issues – from screen selection and installation to content management. We want the client not to have to separately look for a designer, installer, technical specialist, or content creator. We can offer all solutions from one source.”
One of the changing solutions is the information and navigation systems of business centers. Traditional engraved plates or stationary signs are increasingly replaced by digital screens.
This provides more flexibility – when a tenant, office, or room layout changes, there is no need to produce and install new physical signs. Information can be changed remotely, and the screen can perform several functions simultaneously.
“A digital sign can be changed within minutes. If a tenant changes, the event location changes, or visitors need to be informed about changes, there is no need to produce a new sign. This is not only more convenient but also more sustainable,” says A. Gaižauskienė.
Thousands of advertising spots on an innovative platform
B2Screen also develops the innovative advertising platform ForAds.lt, where clients can plan advertising campaigns themselves according to their needs, choose from thousands of advertising spots across Lithuania, or rent out their available advertising space. It works as an advertising marketplace.
The most desirable audience of active, working, higher-income clients can also be reached in other unique, non-traditional advertising locations: sports clubs, private clinics, restaurants, airports, or the rapidly expanding new network of tennis and padel arenas.
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