Go all in on in-mall ad space

How advertising at the mall can help you find your new audience and increase sales

The mall is thriving. Since the pandemic, in-person retail has experienced a renaissance and shoppers have returned to their favorite malls. The National Retail Federation forecasts that 2024 retail sales will increase between 2.5% and 3.5% over 2023. This pace is in line with the pre-pandemic, 10-year growth rate of 3.6%. Brick-and-mortar locations remain the primary point of purchase for consumers, accounting for approximately 70% of total retail sales. With all these people at the mall, it’s the perfect place to get your brand noticed by consumers.

Say “oh!” to OOH

There are lots of perks to in-mall advertising that aren’t immediately obvious. You may ask, “Isn’t everyone glued to their phones? How will they see my brand if it’s tucked away at some mall?” The Out of Home Advertising Association of America reports that 68% of shoppers notice out of home (OOH) ads on their way to retail stores and 42% say OOH ads impact their in-store purchase. OOH ads are also driving increased searches and app downloads. It seems like people are finally growing tired of endlessly scrolling.

The built-in perks

So, OOH ads work. But why advertise in the mall versus at a bus stop or on a billboard? Mall advertising gives your brand great visibility with built-in traffic. It also has extended dwell time, ensuring that your ad is digested by your audience. Shopping mall advertising is a great tactic to break into local communities where it might otherwise be hard to reach with traditional OOH advertising.

Malls attract a diverse range of shoppers, so it’s the perfect opportunity for someone new to discover your brand. You could even find a mall that has a similar target audience to your brand. For example, if you own a high-end jewelry boutique, it would benefit you to advertise at a luxury mall where people are already searching for luxe accessories.

Another perk of in-mall advertising is that it gives your brand credibility. If a shopper leaves their favorite store and sees your ad, they will assume your brand has a similar impact, influence, and quality to the shops found at the mall. This keeps your business at the top of consumers’ minds while they are in a purchasing mindset and creates positive associations that might not happen when advertising on the highway or in a subway station.

Choices, choices, choices

In-mall advertising also gives you the flexibility and creativity of choice. There are many options and formats to choose from when advertising in a mall. Let’s look at a few of them:

• Digital — This is probably what you think of first when you think about in-mall advertising. Digital solutions are the flashy screens showing branded videos and images. They include kiosk networks throughout the mall, spectaculars (oversized digital billboards), and exterior screens. Many digital solutions run on a network throughout the mall; therefore, ads run on multiple screens, increasing reach and frequency. With digital, there aren’t any print costs. You can get creative with motion, too. And according to an Edison Research Article from March 4, 2019, two out of three Americans say they recall seeing an OOH digital video display in the last month.

• Static — This is the other type of advertising you probably imagine when thinking of malls. Static solutions are the large banners in prominent locations, door clings, floor clings, elevator and escalator wraps, and standees — basically any sort of print advertisement displayed throughout the mall. These types of ads are typically showcased at the most high-traffic and lucrative areas of the mall and offer a wide range of sizes and price points.

• Events — In-person events offer customers a first-hand experience with the brand and can really leave a lasting impression. Event solutions might be pop-up shops, ride and drives, brand ambassador activations, sampling, talent meet-and-greets, mobile truck tours, drive-in movies, or concerts. This sort of experiential advertising really resonates with younger generations and can also be boosted on social media if you encourage your audience to share the experience with their followers.

• Sponsorships — By sponsoring a mall amenity that is synergistic to your brand’s identity or values, your brand becomes visible to specific target audiences. Brands could sponsor Santa sets, Easter sets, play areas, seating areas, or valet stands. This creates a narrative and brand awareness for mall shoppers where your business helped create a memorable, relaxing, or convenient moment for them.

Here at Brookfield Properties, our mall advertising options come with audience targeting and measurability capabilities. We offer audience, traffic, and media impression data that helps you understand which option is best for you and your brand.

Some tips for the road

As you think about where your ads might live in the mall, here are some tips to consider while producing creative and impactful signage graphics:

• Keep the text simple and legible. The shorter you can keep your message, the better so shoppers can digest it with just a quick glance.

• Use bold colors with high contrast to grab shoppers’ attention.

• Know your timeline when creating your ads. How long will the creative process take? How long will production take?

• Stick to the truth. What is true about your product or business? What is true about the consumer you want to reach?

So there’s your crash course on in-mall advertising. All in all, we keep it simple, straightforward, and effective. And the best part? Malls welcome all walks of life, so you’ll be sure to reach your audience if you play your cards right. If you’d like to learn more, visit our Mall Advertising FAQs and start your advertising journey today.

Sources: National Retail Federation, 2024 State of Retail & the Consumer; OAAA.com, 2024 Value of OOH Guide