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A new projection solution, enSpire, from New York-based enVu has been added to the digital out-of-home (DOOH) market. The product is operational in what the interactive media advertising agency has identified as 'key retail locations primarily in the top 20 DMAs [designated market areas] in the United States'.

EnSpire, which projects branded messaging onto the floor of shopping centres, is already active in more than 80 locations. It blends marketing content with news, sports and weather reports. The 'immersive gestural interactive projection technology' allows passersby to actively engage with it rather than simply viewing images or videos.

"The product has proven stopping power where most other video displays are passive," comments Jon Keller, vice-president of sales. "It redefines the most successful ad platform ever created and takes the consumer digital out-of-home experience to a new level."

Chris Riegel, chairman of enVu, explains the company's future plans: "EnVu will become a global player in the digital out-of-home space. Eventually, we will be seen not only in malls, but in other key consumer environments. And, while the United States is the primary market for enVu, we are already exploring opportunities around the world."