Mall Advertising
Mall Kiosks
Kiosks or mallscapes are the primary form of mall/retail advertising. Kiosks are ad panels located in high traffic areas such as, entrances, anchor stores, escalators and food courts, to ensure maximum frequency. Backlighting enhances visibility, which in turn improves awareness. Kiosks can be used for a multitude of campaigns; promotional, directional, holiday, etc., a perfect medium for any advertiser. The average shopper has 3+ visits per month, 80% spend $65 per visit and on average devote around 80 minutes each visit. This eye level advertisement offers a face-to-face impact with consumers who are in the buying mood and at the point of purchase.
Mall Posters
Mall Posters are usually 6' H x 4' W posters located at eye level at high traffic areas in the mall. This form of mall advertising is available in most malls in major metropolitan areas. Catch your consumer when they are engaged with advertising and willing to act on impulse. In most communities the mall is the single most visited public place, drawing billions of visitors daily. Shopping malls have become more than just a place to shop, but also a place to come together and socialize, attracting a wide variety of people. 94% of the adult population in the U.S. visit a shopping center every month and send on average $100 per visit. Mall posters are a great way to catch the attention of these mall goers.
Mall Dioramas
Dioramas or Sky Murals are a unique form of mall advertising that dominates a section of the mall, unusually within an atrium or between the first and second floors. Dioramas are double sided and visible from all levels because of the uninterrupted sight lines. The sky murals are strategically placed and with their large scale they emphasize exposure. 70% of all retail expenditures occur in malls. According to Aribitron, 54% of people were more likely to consider using/purchasing the brand and 51% were interested in learning more about the product. With 65% of shoppers being women and the average age being 37, sky murals and dioramas are a great way to reach a specific group on consumers who are already in the mindset to buy.
Mall LCD Panels
Mall LCD Panels are digital screens placed in traffic areas throughout the retail center. The digital screens hold various advertisers and content, which constantly changes to create movement and draw attention to the advertising message. The screens are located at eye level to maximize exposure. The content on the LCD Panels between the ads include specials running inside the mall. The content engages consumers to stop and watch the digital screens to checkout deals. This digital-advertising network makes it easy for advertisers to change their message periodically to give updates on their brand.
Digital Mall Displays
Digital Mall Displays televise :15 and :30 full-motion, audio ads in malls and lifestyle centers across the country. Digital Mall Displays are comparable to standard mall kiosks or mall directories in size, as ads are displayed 65" digital screens and in location, since the displays are placed in high-traffic common areas of a mall. Digital Mall Displays are ideal for targeting women, teenagers and young adults. This media is outstanding branding tool to stimulate and influence shoppers when they're spending money and time in prime retail environments. Also, call-to-action messages and line-of-sight placement are effective techniques when utilizing digital mall displays. The content loop of digital mall displays is not solely advertising, which limits the total number of advertisers allowed. Sales, special events and general information is also incorporated into the content loop. This works to an advertiser's benefit, since the total ad space is not overloaded.
Elevator Doors
Elevator Doors can be wrapped with branded graphics to create a unique out-of-home media placement within office buildings, malls and hotels. Reaching business workers, shoppers and travelers within their own environment creates repeated exposures to the message. The ads can often be creative to use the closing and opening of the door in someway to affect the design. Elevator doors can be used in most major metro markets.
Mall Stairway Ads
Stairways in public spaces like malls, airports, subway stations and convention centers can be wrapped with adhesive graphics to form a giant, almost 3-D-like ad. Small strips are placed on the stairs to create the entire piece, almost like a mosaic. Impactful and prominent, stairway ads are generally seen by people on the go -- whether in retail environments, in a bustling downtown transit station or in a crowded airport. Stairway ads stand out and draw attention no matter where they are placed.
Mall Dressing Room Advertising
Dressing room or fitting room advertising allows advertisers and brands to influence buyers right before a purchase is made. Dressing rooms are uncluttered and captive areas of a retail stores. The private and relaxed environment of dressing rooms provides uninterrupted ad exposure and greatly increases consumers' reception and recall. Typically dressing rooms ads are displayed as framed posters, and additional elements like sampling, coupons or take-ones can be incorporated. The most common locations of dressing room displays are shopping malls and retail chains. Dressing room displays are subject to market and store availability.
Food Court Table Tent Ads
Table tents are double-sided paper ads that are commonly placed on tables in mall food courts, in college campus venues like dining halls, student unions, and other student facilities, and in other retail or dining environments. Typically, table tents are used to supplement other mall, campus or retail media. However, table tents are an effective medium on their own, since the placement of table tents positions the ad message directly in front of people while they eat, study and/or socialize. The same creative can be printed on both sides of the table tents or two separate ad messages can be printed on separate sides. Table tents are available in many sizes, but an average table tent size is 9" high by 4" wide.
Food Court Table Top Graphics
Tabletop graphics are 4-color ads that cover the entire tabletop or a portion of the tabletop at mall food courts, bars and restaurants. A great advantage of tabletop graphics is the extended dwell time. People spend an average of 15 minutes to 1 hour eating and lingering at a table in a food court, bar or restaurant, and because of the extended dwell time, the ad message on tabletop graphics can be much longer and more detailed than more traditional advertisements. Tabletop graphics that direct shoppers or patrons to nearby stores provide value to any retail or brand campaign, and tabletop graphics are especially engaging when the entire ad covers the entire tabletop and/or when many or all tabletops are contracted. Additionally, call-to-action ad messages that include URLs, phone numbers, text messages are particularly effective, since people who sit with an advertisement for a prolonged period of time are more apt to respond.
Mall Escalator Handrail Ads
Escalator handrails are durable 4-color glossy adhesive ads applied directly to handrails on escalators and moving walkways. Escalator handrails reach mass audiences in airports, transit stations, and malls. Other venues where escalator handrails can be found are convention centers, department stores, various retail centers, or any other place that has escalators or moving walkways. Escalator handrails direct shoppers' attention to nearby retail stores and target travelers on their way to or returning from work, home, shopping or vacation. The average person spends 30 seconds on an escalator or moving walkway, which allows the advertiser multiple exposures of the 6" wide x 3'-6' long ad message. And, most people place their hand on the handrail providing truly hands on experience of the advertising message. Subject to market availability. Not found in every mall, airport, transit center and not available on every escalator or moving walkway handrail.
Mall Light Pole Banners
Light pole banners are small, aesthetically-pleasing banners attached to city light poles. Light pole banners are very limited in availability in terms of markets across the US. Most towns do not allow advertising on light pole banners, but variances can be made under special circumstances. Some downtown districts often partner with advertisers to create a distinct banner ad that highlights a promotion or partnership between the product and the district. An example would be a beer company advertising in a district known for lots of historic bars or taverns.
