Digital Out-of-Home Networks by Venue
Shopping Malls Provide Engagement Opportunities that Other Locations Simply Can’t Match
Consumers crave physical places to congregate, connect, and engage; and shopping malls are filling a large part of that need, according to Nielsen’s 2014 State of the Shopping Center report. Shopping malls are highly integrated into the social fabric of communities, and have become central gathering places for consumers. They are in essence centralized activity centers providing neighborhood services, restaurants, and entertainment options.
Most marketers today are bombarded with a lot of hype surrounding mobile and online commerce, but the fact is: more than 90% of all retail transactions still happens inside physical retail locations. According to the U.S. Department of Commerce, only 1.6% of consumers have actually made a purchase on a smartphone, and the same data revealed that only 6.5% of retail purchases occurred online—so shopping malls are as vital as ever.
Out-of-home environments such as shopping malls represent one of the strongest retail venues to reach on-the-go consumers. Shopping malls are also the ideal environment to launch experiential campaigns that include interactive digital out-of-home screens. Mall-based networks provide a platform to engage shoppers with tactics that include mobile coupons, augmented reality, live video feeds, and proximity marketing using beacons.
DOOH by Venue: Shopping Malls
- By SMD Editor on January 3, 2017
ITV, now home to The Voice UK, has launched an interactive DOOH campaign to promote the show’s brand new line-up ahead of the rebooted show’s debut on ITV. The week-long DOOH campaign features the superstar coaches, Gavin Rossdale, Jennifer Hudson, Sir Tom Jones and will.i.am,
- By SMD Editor on August 25, 2016
Adspace Networks is working with SessionM in order to gain insights into consumer awareness, recall and purchase intent among those who have seen the company’s ads on the Adspace network of mall-based screens.
- By SMD Editor on April 27, 2016
JCDecaux has expanded its digital shopping mall network with the addition of two major shopping centers, Bentall Centre, Kingston and Telford Shopping Centres.
- By SMD Editor on June 23, 2015
Visionstate has entered into an agreement with McGavren Guild Malls (MGM) to market and sell DOOH advertising across a network of 90 interactive way-finding Kiosks.
- By SMD Editor on May 28, 2015
oOh! Media, one of Australia’s largest digital out-of-home providers, has announced the addition of three large-format indoor digital signage screens at major shopping centers in Melbourne and Brisbane.
- By SMD Editor on November 17, 2014
Integrating location-based mobile advertising with digital place-based (DPB) media is proving highly effective for increasing brand engagement with on-the-go consumers.
- By SMD Editor on October 24, 2014
Mattel’s experiential ad campaign, created by TrojanOne, utilized a DOOH screen to enticed mall shoppers to play an interactive game of Pictionary with a live actor.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media