What Is Mall Advertising?
Mall advertising refers to any type of advertisement displayed within a shopping mall. These ads can appear on ceilings, tables, elevators, doors, and other surfaces, making use of high-traffic areas where shoppers are likely to engage with the messaging. One of the most popular locations for mall ads is kiosks near the mall directory, as nearly every shopper consults the map at some point during their visit.
Mall advertising is highly effective due to its ability to target a captive audience in a controlled environment. Shoppers are already in the buying mindset, making them more receptive to advertising messages, whether they promote retail products, services, or even experiential campaigns.
Common Types of Shopping Mall Ads
- Mall kiosks: These large, backlit displays are typically freestanding and placed in the main walkways of the mall. Kiosks often attract significant attention due to their prominent positioning and striking visuals.
- Escalator or elevator wraps: These wraps transform escalators and elevators into high-impact advertising spaces. With bold designs and strategic placement, they’re hard to miss as shoppers move between levels.
- Sky banners: Hanging from the ceiling, these banners are often made from vinyl or other durable materials. Their elevated position ensures visibility from a distance.
- Small or large banners: These banners hang in various parts of the mall and are typically skinnier than sky banners. They can be positioned in high-traffic areas like entrances or corridors to maximize exposure.
- Spectaculars: These are massive displays, often located outside the mall, and can measure up to 60 feet wide. Spectaculars are designed to make a bold, memorable statement and attract attention from a wide audience.
- Tabletops: These ads appear on tables in the food court, targeting diners in a relaxed setting. They’re ideal for promoting offers or events that align with the dining experience.
- Digital signage: Digital screens are strategically placed throughout the mall to display video ads. These screens may alternate between entertainment content and advertisements or exclusively play ads. Digital signage often appears in high-visibility areas, such as entrances, food courts, and parking garages.
Why Choose Mall Advertising?
Mall advertising offers a unique opportunity to connect with an engaged audience in a setting where they are already prepared to spend. It allows advertisers to deliver targeted, creative messages in a high-traffic environment, driving brand awareness and conversions. Whether through static displays or dynamic digital content, mall ads can make a lasting impression on shoppers.
For more information on how mall advertising can benefit your brand, contact DASH TWO today!
Benefits of Mall Advertising
Why is shopping centre advertising an effective idea, and which brands benefit the most from it? The answer to this question certainly differs from what we might have said two years ago. Prior to the pandemic, the future of malls looked more questionable. Store vacancies were up, and foot traffic was down, thanks in part to the rise of online shopping.
So who stands to gain the most? Brands whose products can be purchased inside the mall are the biggest beneficiaries. Advertising something a person can buy nearby ensures you don’t lose your customer between point A and point B, however far that is. Stores can also gain an advantage by advertising sales, which can entice people into their doors.
What Is Mall Advertising?
Mall advertising includes any kind of ad shown in a mall. They can appear on ceilings, tables, elevators, doors and more. Some of the most popular mall ads appear on kiosks next to the mall directory, since everyone needs to consult the map at some point.
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.
How Much Is Mall Advertising?
Mall advertising rates differ depending on what type of ad you want and where you are advertising. The price range can vary by thousands of dollars, but it generally costs less than transport shelter ads.
The media used in malls has wide price points, making it difficult to pinpoint an average cost. What do you get for your money? Most mall advertising buys last for four weeks. You can cherry-pick what you purchase. 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, or static, advertising.
Check in with the mall you want to advertise in to see what’s available. Some options are not universal across markets. For example, some malls don’t have escalators or may not carry sky banners.
Pricing obviously fluctuates based on location, and you will pay more for ads in bigger cities. Often malls in suburbs right outside the city have the most desirable inventory.
Shopping Mall Advertisement Do’s and Don’ts
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.
Getting in on mall advertising as soon as possible could shield you from price hikes as the pandemic wanes. We can help you with creative and placements, so reach out today to discuss your options.