(AOF) – Fill Up Media has announced the signing of a partnership with Imediacenter, the retail advertising agency of the Auchan group. Concretely, Fill Up Media will be in charge of marketing an inventory on the IMALL offer, which includes a fleet of screens located in more than 60 shopping malls throughout the territory, as well as the implementation of these advertising campaigns with local advertisers for a period of 2 years.
As part of this partnership, Fill Up Media will ensure the prospecting of non-mandated local advertisers, the signing of contracts and the production of advertising spots thanks to its integrated production studio.
Imediacenter will manage the distribution of this local content on the more than 500 digital screens located in 65 shopping malls in its network across France. In addition, Imediacenter will ensure the maintenance of the device and will guarantee the availability rate of the screens.
“The signing of this partnership, which can be replicated with other brands owning shopping malls, allows Fill Up Media to diversify its offer and expand the audience of its solutions; the screens deployed by Imediacenter reach more than 21 million people. every week”, emphasizes the specialist in outdoor digital sound displays on fuel dispensers.
In addition, this partnership increases Fill Up Media’s portfolio of local advertisers and strengthens its geographical coverage since Fill Up Media will cover new areas.
The company estimates that the revenues from this new offer could represent nearly 8% of its annual turnover in 2023.
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Sector analysis Communication and Media
French players well positioned in audiovisual production
Among the independent players, the Frenchman Banijay is the world leader with an expected turnover of 3 billion euros in 2022 in a market which represents 100 billion in revenue. Mediawan (backed by the KKR fund), whose turnover amounts to 1 billion euros, is the other main French player in the sector. The market is still very fragmented because according to the European Audiovisual Observatory, the top twenty production groups were responsible for only 38% of titles created in 2020. However, experts believe that the sector has entered a phase consolidation. Thus Banijay’s stock market listing aims to enable it to better participate in this movement.