Glanz Digital Rebrands As Corner Media, Expands 2 New Markets
Gail Chiasson, North American Editor
Corner Media is the new name for Glanz Digital, a location-based digital media company based in Tysons, Virginia.
The rebranding reflects the company’s renewed focus on integrated digital advertising solutions. But Corner Media is not sitting in a ‘corner’. Rather, it’s expanding into new markets, currently along the eastern seaboard.
Our readers might remember that Glanz Media attracted Mike Di Franza, former founder, president and CEO, Captivate Network, and former chair of the Digital Place-based Advertising Association, as a member of its advisory board.
“We’re fusing digital out-of-home and traditional outdoor advertising for a more capable and cost-effective solution,” says Michelle Reis, general manager of Corner Media, adding that Corner Media brings together Glanz TV and Glanz Digital, tying together screens, geofencing, advertising sales and all the other services offered by the two merged operations.
Corner Media offers three types of advertising solutions to brands and their agencies:
- Full motion ads on digital displays in upscale outdoor retail districts, transit centers, and shopping malls;
- Traditional outdoor advertising in select urban retail centers, eg. Montgomery County’s Bethesda Row and Boston’s Assembly Row;
- Location-based mobile advertising with advanced targeting capabilities.
Reis says that the company has 15 employees, works with numerous partners, and that Corner Media’s products draw from the scientific research of Dr. Michel Wedel, PepsiCo Professor of Consumer Science at the University of Maryland’s Robert H. Smith School of Business.
Research by Wedel, who also chairs Corner Media’s Scientific Advisory Board, found that consumers typically see, process and retain the meaning of the ad (‘ad gist’) within the first few seconds of seeing it. If the consumer is able to attain a high-level understanding of the ad immediately (“gist perception”), the ad is much more likely to generate interest and, consequently, increase brand
awareness.
“Professor Wedel’s research shows that short, eye-catching ads are very effective,” says Missy Cassell, head of sales and marketing. “Corner Media’s digital displays show 15- and 30-second full-motion ads that seemingly jump off the screen, catching the consumer’s attention – and our property takeovers do the same: the brand becomes the centerpiece of the physical brick and mortar space. Our solutions are effective, cost-efficient and scalable.”
Corner Media’s digital displays and traditional media assets are strategically located in areas with heavy foot traffic, with a purposeful balance between high-frequency locations, like coffee shops and metro stations, and specialty locations, like gourmet markets and upscale retail. The variety of location types enables Corner Media’s clients to target consumers based on a number of different criteria – lifestyle, profession, age, income and other behavioral or demographic attributes.
In total, Reis says that Corner Media currently has 60 screens in D.C. Metro area, located in parking garages, in L’Enfant Plaza, as well as in the Tysons area, and in Rockville and Bethesda, Maryland.
Corner Media is a location-based digital media company that brings together traditional outdoor and digital media. The company focuses on choice, high-pedestrian traffic locations – the irreplaceable community corners – where brands can reach their ideal customers. Corner Media offers innovative outdoor campaigns, including digital displays and cutting-edge mobile advertising products with advanced targeting capabilities.
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