Mall & Place-Based Media Advertising
One of the segments of Out-of-Home (OOH) advertising that is growing the fastest is Mall & Place-Based Media. It’s a broad category that consists of all media within specific, high-traffic locations, with malls, retail parks, and gas stations being the most common.
This approach is distinctive and tremendously effective by the fact that it contacts consumers when they are in a "ready-to-buy" frame of mind. In contrast to all the other media, this provides a long dwell time and the chance to give the last brand message before the customer's purchase. We act as your independent "Expert Broker" and assist you in navigating through the fragmented retail media landscape to place your brand right at this critical last touchpoint.
The Strategic Advantages of Place-Based Media
Point-of-Sale Influence: This is the major advantage. You are not only creating brand awareness; at the final stage of the customer journey, you are, in fact, influencing purchasing decisions directly.
High Dwell Time & Captive Audience: Visitors to a shopping mall or a retail centre are not in a hurry. They are calm, have the opportunity to explore and at the same time, they are more likely to receive detailed brand messages compared to workers in a fast-moving transit environment.
For instance, a high-end shopping centre like Sandton City draws a different crowd than a consumer-oriented shopping mall. So this makes it possible to conduct extremely accurate demographic and lifestyle targeting..
Mall & place-based media advertising are on the fast track towards digitization with the installation of extensive networks of digital screens, and their ability to push dynamic and real-time content, like sales promotions or new product drops, is nothing short of amazing.
The "Agency as Expert" Advantage in Retail Media
Retail media is a very fragmented market. Media owners have control over vast networks, but also, individual mall ownership groups have their own exclusive media rights.
This is where our "Agency as Expert" model comes in handy.
Problem
If you deal with one media owner only, they would be able to offer you advertising only in their respective malls, which often does not match the geography of your brand's retail operation.
Our Solution
You do not have to deal with a separate point of contact for each media owner. We are completely independent of the media and we are connected to all suppliers. Campaigns are built around the right malls and screens, no matter who owns them.
Our Place-Based Advertising Formats
Digital Mall
Networks
High-definition video displays and "Mall-lites" situated at significant entrances, food courts and on active escalators. (e.g. Primedia operates a network of over 200 mall screens )
Static Mall
Advertising
Heavy-sized interior banners, and pillar wraps, and "Spectacular" static displays that dominate the surrounding area.
Petrol Forecourt Advertising (Digilites)
Digital displays at petrol stations, like Tractor's Digilite network, grab the attention of the high-income audience for about 3-5 minutes when they are busy and this is their dwell time.
Point-of-Sale (POS) Displays
In-store signs, window displays, and cashier screens that represent the ultimate last touchpoint before payment.
Get Your Free Retail Advertising Strategy
Are you ready to contact buyers at their point of decision? Allow our team of impartial consultants to create a clear and data-based retail media campaign for you.
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