Your client at malls for the holidays
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.
Read the rest of the story on Media Life Magazine
How it works
How it is measured
What product categories do well
Making the buy
Who’s already in malls