Coles Express has partnered with outdoor media company, The Media Shop (TMS), to roll high impact portrait digital screens out to more than 500 of its convenience sites across Australia.

The new digital network, named IGNITE, is strategically placed to capture the curiosity of consumers as they fill up on petrol and approach the convenience store with the 65-inch, high definition, 4K, screens designed to have maximum impact and perceptible resonance.

Currently in the first phase of its roll out (with 250 screens live by June and a further 300 to be installed by December 2022), the IGNITE network is in six capital cities and exclusive to Coles Express.

TMS, which has recently rebranded, has also repositioned and restructured its business to prepare for significant growth by appointing experienced OOH executive Greg Power to the position of General Manager.

Power said he was delighted to be joining TMS at such a pivotal time as it relaunches in partnership with Coles Express.

He explained the power of the IGNITE network, in connecting with consumers in a purchase mindset as they go about their essential daily routines, as just one part of the value proposition for advertisers.

“Our focus is simple – deliver superior solutions to optimise our clients’ investment ensuring that their campaigns truly get noticed,” says Power.

“Not only is IGNITE an evident choice for path-to-purchase campaigns, but it also delivers value as a cost efficient, reach extension for any small format campaign. IGNITE will be the only truly national, small format portrait solution in petrol and convenience with full motion digital and programmatic capabilities.”

Ronnie Navani is the founder and CEO of TMS and has more than 15 years of operation in the outdoor media space and was one of the first to launch portrait digital screens in the petrol and convenience environment.

“Our purpose is to integrate outdoor media into communities in such a way that it enhances an experience, and we remain committed and clear on that approach. With a combination of outdoor and non-traditional media on offer we continue to reach thousands of people in metro, suburban and regional locations,” said Navani.

TMS currently has a portfolio of billboards, retail, petrol, and convenience screens as well as bespoke non-traditional solutions, with a strategy to expand the business further into other outdoor environments

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