Your client at
malls for the holidays
Catch consumers as they're coming through entrances
By Diego Vasquez
Nov 22, 2010
We've made it to Thanksgiving week, and for advertisers that means one thing: Black Friday is just days away. People are ready to spend money at this time of year, and one good place to reach those shoppers is the place they're spending that money, at the malls.
Mall advertising is hardly a new medium, but it does have some new technology, with digital directory units akin to high-end HDTVs being deployed in an increasing number of shopping outlets.
The growth of digital directories slowed during the recession because it costs vendors significantly less to install traditional static directory units rather than ones equipped with digital screens. But now that the recovery is kicking in, that growth is expected to ignite again with a lot more advertising options, such as time-sensitive messaging directed at Black Friday shoppers.
The mall audience is attractive, with 40 percent of adult mall shoppers making $75,000 a year or more. And mall inventory is available at a fraction of the cost of other traditional mass media.
To find out how to get your client’s message in malls, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising on directory units in malls, both static and digital.
Who
There are about a half dozen companies that handle directory unit and digital ads in malls.
How it works
Anyone who has been to a mall is familiar with directory units. They're the two- or four-sided kiosks that include a map of the mall alongside several advertisements. They are placed in high-traffic locations like near entrances.
Directory units are increasingly going digital, either by placing a TV screen above the unit or making the entire 4-by-6-foot area a screen.
Ads on digital screens are handled in several different ways. Some operators run a loop of content with 15-second TV-like spots interspersed. There is also the possibility for branded or sponsored content.
Others run a straight two- to three-minute loop of seven-second spots without any entertainment.
Advertisers are increasingly using the screens in a time-sensitive manner. For example, some screens on Friday will include a countdown of the mall's top 10 Black Friday deals.
The static ads for directory units are generally 4 feet wide and 6 feet tall. Some units have posters that stay in place for weeks at a time, while others scroll ads and rotate them every minute.
Recently mall media has focused on drawing attention to the static advertisements in new ways. For example, an advertiser might use copy that extends beyond the traditional frame of the unit or put clings on the floor by the unit to catch the eyes of passersby.
Markets
Mall advertising is available in any market where there is a mall.
Numbers
Retail traffic is expected to decline 0.1 percent from last year, according to industry analyst ShopperTrak. As a comparison, 2009 traffic was down 3.4 percent and 2008 was down 15.4 percent.
But the group forecasts retail sales will rise 2.9 percent this holiday season after falling 0.4 percent last year and 5.5 percent in 2008.
How it is measured
Some advertisers use mall traffic data provided by the malls to estimate impressions. Others use third-party services such as Nielsen or Scarborough.
What product categories do well
Frequent mall advertisers include retail, movies, TV networks, financial, credit cards, auto and fashion.
Demographics
Among adults who have visited a mall in the past 30 days, 54 percent are female and 46 percent male, according to Scarborough Research.
Thirteen percent are ages 18-24, with 19 percent 25-34, 19 percent 35-44, 19 percent 25-54, 15 percent 55-64 and 15 percent 65 or older.
Twelve percent have an annual household income below $25,000, with 19 percent between $25,000 and $39,999, 11 percent between $40,000 and $49,999, 18 percent between $50,000 and $74,999, 16 percent between $75,000 and $99,999, 14 percent between $100,000 and $149,000 and 10 percent at $150,000 or more.
Making the buy
For traditional static directory unit ads lead time is typically four weeks, but it could be longer if it's part of a larger overall campaign. For digital lead time can be as short as two weeks.
Pricing varies on the scope of the campaign, but CPMs start at $2.50. By comparison, primetime television CPMs start around $25.
Who’s already in malls
Recent or current mall advertisers include Apple, AT&T, MAC, Sprint, Express, Nike, Victoria's Secret, ABC Family and Sony.
What they’re saying
“The most important thing is to begin to look at [mall advertising] as a complement to TV. Our weekly 'rating' is better than most primetime network shows. Which is a compelling argument if you can buy it at 75 percent off." –
Bill Ketchum, chief marketing officer at Adspace Networks
Web site info
Digital Place-Based Advertising Association
http://www.dp-aa.org
Access 360 Media
http://www.access360media.com
Adspace Networks
http://www.adspacenetworks.com
CBS Outdoor
https://www.cbsoutdoor.com/media/malls
Clear Channel Malls
http://www.clearchannelmalls.com
EYE
http://www.eyecorp.com
JC Decaux
http://www.jcdecauxna.com
Smartlite
http://www.smartliteusa.com
|
|
|
