Media with purchase ready consumers and brand safety.
Brand safety has become a meaningful concern to advertisers. Big brands have discovered their messages running in unintended places on the internet. Like video advertising inserted on conspiracy-laden YouTube channels or mainstream news sites where ads are displayed in stories that are antithetical to an advertiser’s image. Being sure your brand isn’t poisoned by the the display environment is something to be concerned about. So what kind of media can deliver a decent CPM for desirable demographics with assurance of brand safety?
When people visit the mall, they are in the purchase-frame-of-mind and more receptive to advertising messages. According to a survey commissioned by the ICSC, 83 percent of shoppers visit a mall at least once a week. And most mall visitors spend an average of 90 minutes per visit. 30 minutes of that is spent navigating the common areas where mall media is displayed. This is in large part why in-mall advertising is very brand friendly.
And if you were thinking that malls and brick-and-mortar are crumbling, according to Econoday’s Redbook, same-store sales at U.S. retailers grew by 5.8 percent for the week ended Sept. 22. What’s more, if our local malls are dying, why did the Apple Store double its size in Eastview Mall this September? Because while the retail shopping space is indeed changing and evolving, it is also growing.
The best part is advertisers can place an entire month’s worth of advertising that reaches thousands of qualified consumers a day, from highly sought-after demographics for a fraction of the cost of broadcast, print and in some cases even digital.