enVu grows interactive mall network by more than 50% through new REIT deal

enVu, which does sponsor-driven interactive floor projections in malls, has lifted the veil on a deal done with one of the larger U.S. shopping center groups – growing the installed base by roughly 53 percent.

The deal with real estate investment trust General Growth Properties (GGP) got the company – a subsidiary of the software firm Stratacache – access to 47 more properties and has brought the total up to 135 malls running with the EnSpire service. More than 200 malls were projected (last fall) to be done by this time, but 135 is nothing to sneer at for a year-old company.

enVu also says it has discretionary deals to add 85 more sites by the end of the year. The company says it now has coverage in all the top 20 US markets and has a theoretical, duplicated reach of 1.5 billion shoppers based on the overall foot traffic through its installed sites.

enVu’s Benjamin Mathieu says they completed a study with Arbitron that will result in more precise viewing audience metrics.