Sir Allan Sugar’s Amscreen Rolls Out In Kenya With Safaricom

Digital media network pens deal with leading mobile phone network.

Amscreen Digital media network at Safaricom M-PESA outlets


Amscreen, Europe’s leading digital media network owner, has today announced a partnership with Kenya’s leading integrated communications services provider that will see its screens installed in 1,000 M-PESA outlets across the country. M-PESA, owned by mobile giant Safaricom, is a mobile phone based money transfer service. The deal, brokered by Amscreen’s distribution partner, SmartScreen in partnership with Screen Media Limited, will see Safaricom benefit from Amscreen’s unique technology, allowing the network to be managed remotely from across the globe.

The screens, situated in 1,000 M-PESA outlets across the country, will advertise products and promotions. Safaricom will benefit from Amscreen’s unique plug and play technology, which allows screen content to be updated remotely and in real time without the need for any extra cabling or IT, infrastructure on site.

Safaricom’s Financial Services General Manager, Betty Mwangi-Thuo commented, “We are always looking for innovative new ways to communicate our brand with customers and the Amscreen technology seemed like an ideal way for us to do this. Having the real-time insight that Amscreen provides is invaluable for us and we look forward to seeing the results as the screens are installed across our outlets.”

Sylvia Owino, General Manager at Screen Media Limited said, “Amscreen’s technology offering is extremely advanced and could no doubt be of benefit to many businesses in the African market. We are pleased to have partnered with SmartScreen to broker the Safaricom partnership and look forward to building our relationship with both Amscreen and SmartScreen.”

Amscreen CEO Simon Sugar said, “Safaricom are the leading mobile network in Kenya and it just demonstrates that we can run a network in real time, from anywhere. We look forward to continuing to work with our distribution partner SmartScreen to see further deployments in the near future.”

About Amscreen and OptimEyes

Amscreen is a worldwide digital outdoor advertising and screen solutions network reaching 60 million adults each week via 6000+ screens – it’s also the UK’s largest single portfolio of digital screen media. Amscreen focuses on reaching audiences in high dwell, close proximity environments helping to deliver millions of viewers every day across the UK, Europe and beyond. The partners and estates helping to deliver this audience include Tesco, Halifax, BP, Aral, Londis and WHSmith amongst others. The core estates Amscreen work within include Convenience, Forecourts, Travel Hubs as well as GP Surgeries throughout the UK.

The Optimeyes technology is based on face detection (and not face recognition) techniques. No images are taken or recorded nor does the technology record or capture any personally identifiable information.

Algorithms and other routines are used to detect and classify a human face, in a completely anonymous fashion.  Once detected, a count is made of the gender and broad age banding of the viewer.  It is only these simple counts that are collected, stored and analysed.

The primary use of the technology is to help tailor the content to the audience, to make it more relevant and appreciated.  In the same way that websites, TV channels, radio stations and all other media owners would tailor their messaging according to the type of audience for a particular time of day, the Optimeyes platform provides some broad insights to allow content to be optimised for the range of viewers that might visit that specific store during the course of a typical day, week or month.

The underlying detection technology is supplied by an independent specialist software company and has been in use for over seven years.  It adheres to privacy by design principles and has been approved by national privacy and data protection agencies around the world.

Amscreen’s has seen recent rapid growth in both its advertising division and solutions division. Advertising networks are now present across 3 continents including countries such as Germany, Poland, Luxembourg, Switzerland, Austria UAE, Australia and Kenya amongst others.  The Solutions division provides both back of house and front of house messaging which is helping businesses to more effectively engage both staff and consumers in store helping to drive point-of-sale purchases.

– SignageInfo