New Reactrix Media Network™ Engages Consumers with Innovative Brand Play in America’s Top DMAs
National Reactrix Mall, Retail and Movie Theatre Network Now Reaches More Than 100 Million Consumers per Month; Attracts Top Brands like AT&T, Coca-Cola, Hilton, Universal Studios, and VisaJanuary 31, 2006
REDWOOD CITY, CALIFORNIA – There’s new hope for advertisers trying to stem the tide of declining media effectiveness and truly connect consumers with their brands. Reactrix Systems™, a ground-breaking new media company, today announced the deployment of a national media network that attracts and engages consumers with a highly entertaining experience that is driven by an advertiser’s branding messaging translated into interactive media displays. The networked medium attracts crowds in malls, movie theaters and other public venues with a kinetic image, typically projected on the floor, which immediately and realistically responds to the physical movements of the audience, drawing them into the advertising and allowing consumers to playfully interact with brands. A recently-conducted Arbitron research study finds that the new Reactrix media has some of the highest advertising effectiveness metrics that Arbitron has observed across all media types(1).
"Today, advertisers are obsessed with engagement," said Erwin Ephron, an acknowledged architect of modern media planning. "The word has become a cliché and a mystery. We say it often, but we have difficulty measuring, or even explaining, what it is we mean. Reactrix is special. It’s a demonstration of engagement which is obvious from the way consumers interact and have fun with what is in fact an advertising message. The value of that interaction can be measured in the consumer’s ability to remember and think fondly of the brand being advertised." Ephron added, "All media should be so lucky."
In partnership with a number of major U.S. mall companies and leading movie theatre companies, the national Reactrix media network is now available in more than 170 premium locations in the top designated market areas (DMAs) in the United States, including, among others, New York City, Los Angeles, Chicago, Philadelphia, Boston, San Francisco, Dallas, and Washington, D.C. Reactrix is high-engagement advertising that is extremely effective when compared to all other forms of out-of-home media. The potential exposure generated through a national advertising flight on the new Reactrix mall and movie-theatre media network is more than 100 million consumers a month.
AT&T, Coca-Cola, Hilton, Universal Studios, and Visa are among the top national brands to purchase Reactrix advertising spots on the media network. Because Reactrix media systems are networked over a high-speed Internet connection, advertisers can easily and strategically display interactive content at multiple sites, and rotate spots within a single location or across many locations at a fraction of the cost of typical out-of-home production and trafficking. Creative production is easily implemented using standard Web development scripts.
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(1) Arbitron "Reactrix: Nothing Works Like Brand Play" Study, January 2006
A just-published market research study validates the unprecedented power and effectiveness of Reactrix. On January 17, 2006, Arbitron Inc. announced that Reactrix has dramatically superior visibility compared to more traditional media forms (49 percent visibility with Reactrix versus four percent visibility for static displays). On average, 55 percent of consumers could recall the brands featured on the system on an unaided basis, with an outstanding 86 percent recalling featured brands on an aided basis. More remarkably, recall showed no signs of decay up to three days after exposure and 47 percent of consumers said they’d be more likely to purchase a specific brand after seeing it featured on Reactrix. In addition, the Arbitron study showed that Reactrix drives venue preference and increases the time spent in venues by consumers.
"Much of today’s advertising is so passive that it’s easy for multi-tasking consumers to ignore," said Mike Ribero, CEO of Reactrix. "Rarely does anyone get to interact or have fun with a brand. With Reactrix, people actively ‘play’ with brand advertising, not just for seconds but typically for several minutes at a time. The result for advertisers is unprecedented media metrics combined with a perceived level of relevancy and personalization that results in true brand engagement."
The Reactrix creative services department provides design and production support to help advertisers and agencies develop new media campaigns.
Availability and Pricing
The Reactrix national media network is available immediately. Reactrix is seeking a limited number of new charter advertising partners. As charter pricing will only be available for a limited time, media planners, buyers, agencies, and brand marketers interested in learning more are invited to contact Reactrix Sales at 650-980-2828.
About Reactrix Systems, Inc.
Reactrix Systems, Inc. develops and markets innovative reactive media solutions for advertising, retail, event, trade show and entertainment applications. The company’s national reactive media network provides advertisers the opportunity to dynamically reach and interact with millions of consumers where they shop and spend their entertainment dollars.
Combining digital image projection and visioning technologies, the company’s proprietary system projects vivid, interactive branded images that instantly respond to people who walk by or gesture over the display area, creating an "immersive" media experience that makes floors, walls and tabletops "come alive."
The company is headquartered in Redwood City, California. For more information, please visit www.reactrix.com.
Reactrix and the Reactrix logo are registered trademarks of Reactrix Systems, Inc.