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Mall advertising goes digital

MediaWeek: Companies such as Adspace Mall Network and OnSpot Digital Network are leading the trend toward digital conversion of their out-of-home mall inventory. Advertisers and major retailers such as JCPenney, Macy’s, Sephora and Barnes & Noble are increasingly warming up to digital for one simple reason: Consumers seem receptive when they are out and about. A Nielsen study conducted in 2007 for Adspace found that 47 percent of shoppers viewed its smart screens; average commercial recall was 34 percent. On average, shoppers watched one of Adspace’s screens 3.3 times for a total of two minutes, about 10 spots per visit.

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