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.

WalkUp AdvertisingMost 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

Free Trend Report: Why Location Is the New Currency of Marketing

Free Trend Report: Why Location Is the New Currency of MarketingFinding 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

Download your free copy here