ScreenFX invites outdoor firms to pitch to sell sites

by Sarah Crawley-Boevey Media Week 31-Jul-07, 10:50

LONDON - ScreenFX, the digital mall advertiser, has invited other outdoor operators to pitch to sell its sites as it works to attract advertisers to what is predicted to become a portfolio of sites with an annual footfall of one billion.

The company has the rights to digital advertising in 22 malls across the UK, a figure which is set to double in the next 18 months, but believes that by harnessing the strength of its expertise in the concept to a bigger company’s access to the ad market, it can make the best of its portfolio.

By handing the national advertising sales to a firm with a stronger relationship with buyers and specialists, bosses hope ScreenFX can take advantage of the growing interest in mall advertising.
Eight companies, including JCDecaux, Clear Channel, CBS Outdoor, Titan and EyeCorp, have been sent invitations to tender after expressing interest in the proposal.
Early plans involved selling the division, but ScreenFX executive chairman Mike Cottman told Media Week the sales agreement would be more beneficial to shareholders.
"There’s a clear statement from all the big companies that the next big outdoor market is going to be shopping malls," said Cottman. "ScreenFX has been working on getting digital advertising in shopping malls and now we want to leverage that network."
The tender process is being conducted by Maiden’s former corporate development director, Francis Goodwin.