What is the effectiveness of mall advertising in relation to brand success? One would think that the rise of online shopping would signal the death knell for malls, but that doesn’t seem to be the case. In fact, some brands are benefiting from mall advertising more than ever before.
But the pandemic changed things in two main ways:

• – In light of the pandemic, people have largely avoided crowd situations. Recently, shopping malls have started to buck that trend by offering a gathering place where people can socialize more easily than in a movie theater.

 

• – Customers have grown weary of online shopping and want to see the things they buy in person.

 

• As a result of increased foot traffic to malls in the wake of the pandemic, brands whose products can be purchased inside the mall have gained a significant advantage over their competitors. Advertising something a person can buy nearby ensures you don’t lose your customer between point A and point B, however far that is; and stores can also gain an advantage by advertising sales, which can entice people into their doors.

Mall advertising comprises any kind of promotional material shown in a mall. These include signs on ceilings, tables, elevators, doors and other areas. Some of the most popular mall ads are those placed on kiosks next to the mall directory; since everyone needs to consult the map at some point, these kiosks prove to be effective marketing tools.

The most common shopping mall ads include:
– Mall kiosks: Large backlit displays. Usually freestanding in the mall walkways.
– Escalator or elevator wraps: Pretty self-explanatory — wraps around the escalator or elevator.
– Sky banners: Hang from the ceiling and may be made from vinyl or other material.
– Small or large banners: Hang in other parts of the mall and are usually skinnier than sky banners.
– Spectaculars: Often located outside the wall and run 60 feet wide.
– Tabletops: Advertising on tables in the food court.
– Digital signage: Screens located throughout the mall that play video. A digital out of home sign may include entertainment content mixed with ads, or it may just play advertisements, which rotate through several advertisers.

Mall advertisers pay different rates depending on what type of ad they want to use and where they want to place it. The price range can vary by thousands of dollars, but mall advertising usually costs less than transport shelter ads.
Mall advertising is available in many different forms. You can choose from an array of media, all of which vary widely in price. Some of these forms include digital, static or traditional forms, so it’s hard to say what an average cost might be. Most mall advertising buys last for four weeks and you can cherry-pick what you purchase, so you don’t have to buy all the different types of ads and you may find that some work better than others depending on your goals. The cost for digital advertising in malls is about the same as traditional forms of advertising.
Contact the mall or other advertising venue you want to use to find out what options are available. Some venues don’t have escalators or may not be able to accommodate sky banners, for example.
The cost of an ad can vary based on location, and ads placed in larger cities generally cost more. The inventories of suburban malls that are close to the city tend to have the most desirable merchandise.

Keep these guidelines in mind as you plan your mall advertising campaign:
– Do: Consider using banner ads at multiple locations. You may be able to bring it from one mall to another, which saves money on production costs. Check with the mall ahead of time to make sure you have the right size and lock in other essential details.
– Don’t: Advertise alcohol. Malls usually don’t allow ads for alcoholic beverages.
– Do: Target kids. Ads that appeal to children usually do well, so skip the subtlety and appeal directly to those under 12. Kids will see an ad for a toy store, for instance, and immediately beg their parents to bring them there.
– Don’t: Forget about brand awareness. Where mall advertising really excels is selling things that are in the mall. Plastering your message in several places throughout the mall ensures you target everyone who’s walking around and reinforces your messaging.
– Do: Consider the unique positioning of your ad as you come up with the creative. Something on a tabletop should carry a different message and focal point than something on an escalator. Think about where the eyes will go.
– Don’t: Neglect to walk the mall. See the location where your ad will go before you buy. Make sure it’s visible from multiple angles.
– As the pandemic wanes, prices for mall advertising space will likely increase. We can help you get in on mall advertising soon to keep costs as low as possible. Contact us today to discuss placement options and our rates.