Your client at the mall during the holidays

It won’t be long before shopping malls are packed with holiday crowds, and while the ad inventory in those malls will be in high demand, it’s not too late for advertisers to get their messages before shoppers.

Malls offer a chance to get in front of people near the point of purchase-and ideally sway the shopper’s purchase decisions.

The challenge during the holidays is for mall advertisers to do something new or unique that allows their message to stand out from the clutter.

Ad options include static and digital ads at mall directories, pop-up stores, displays in mall common areas, ads on banners hanging from the ceiling, and wraps on elevators and pillars.

To find out how to get your client in malls over the holidays, read on.

This is one in a Media Life series on buying out-of-home venues. They appear weekly.

Fast Facts
 
What
Targeting mall shoppers during holiday shopping season.

Who
There are a dozen companies that handle advertising in malls, most of which run regional or national networks.

How it works
Many malls add extra inventory during the holiday season that isn’t available during slower times of the year.

That may include banners hanging from the ceilings in common areas or near food courts, wrapped elements such as elevators or pillars, and kiosks where advertisers can sell their products.

One of the most common forms of mall advertising is static or digital signage at mall directories.

The latest feature in static signage is adding mobile capability that allows shoppers to interact with an ad using their smartphone. This could be done using a QR code, text message or near-field communication, i.e. holding your phone up to a certain spot to transfer a file.

For example, a retailer might send a coupon to be used that day to a shopper who scans an ad’s QR code, or a movie studio could send a clip or trailer to a shopper who sends a text message to a specific number.

In the past, digital video screens played longer loops of content interspersed with ads. Now these screens generally play only very short bursts of content and ads. The thinking is that no one wants to stop shopping to watch a segment that lasts more than 30 seconds.

A typical loop on digital mall screens runs five to seven ads, each seven seconds in length. The ads can include animation or video, but they do not use sound, which is impractical because of mall noise levels.

Finally, brands can set up a pop-up store or interactive display, allowing shoppers to test products before they buy. This is used often by electronics brands, such as mobile phone companies showing off their latest models or video game companies showcasing new consoles or games.

Markets
Mall campaigns can be executed in any market.

Numbers
There are 1,500 shopping malls in the United States, according to the International Council of Shopping Centers.

The biggest malls draw millions of visitors each year. Bloomington, Minn.’s Mall of America averages  40 million each year, the most for any U.S. mall.  No. 2 Aventura Mall in Miami averages 28 million shoppers annually, while No. 3 Woodfield in Chicago draws 27 million.

This year holiday retail sales over November and December are expected to rise 2.4 percent, according to ShopperTrak, although the company expects shoppers to visit fewer stores overall.

There will be fewer holiday shopping days this year. In 2012 there were 31 days between Black Friday and Christmas (the busiest shopping period of the year), and this year there are just 25 days.

How it is measured
Mall traffic data can be used to estimate impressions. Ads with a mobile call to action can be measured by tracking how many people interact with the ad.

What product categories work well
Recent or current mall advertisers include movies, TV networks, retail, apparel, luxury items, shoes, universities, fast food and financial.

Demographics
Among adults who have visited a mall in the past 30 days, 54 percent are female and 46 percent male, according to Scarborough Research.

Thirteen percent are ages 18-24, with 19 percent 25-34, 19 percent 35-44, 19 percent 25-54, 15 percent 55-64 and 15 percent 65 or older.

Twelve percent have an annual household income below $25,000, with 19 percent between $25,000 and $39,999, 11 percent between $40,000 and $49,999, 18 percent between $50,000 and $74,999, 16 percent between $75,000 and $99,999, 14 percent between $100,000 and $149,000, and 10 percent at $150,000 or more.

Making the buy
Lead time can be as little as seven to 10 weeks with creative in hand. Digital campaigns can be executed in hours, provided inventory is available.

Pricing for one ad in a single mall can range from $500 to $2,000, while ads with mobile components add about 10 percent to the cost.

Who’s already advertised at malls
Current or recent brands that have advertised at malls include Bloomingdale’s, Macy’s, Gap, Old Navy, Apple, AT&T, Sprint, American Express, Victoria’s Secret, ABC Family, Sony and Carnival Cruise Lines.

What they’re saying
“A few things we say that makes the mall effective are No. 1, you’re reaching a consumer in a buying mindset. Also, you’re reaching them in a location where they can make that buying decision. They’re out and about with wallet in hand.” — Jeff Gunderman, president at EYE Corp Media

Tags: advertising at malls at holidays, holiday shopping, mall, mall advertising, out of home, out of home advertising, shopping