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Why Mall Advertising?
The Mall Phenomenon
The mall is an American social phenomenon. In most communities, it is by far the single most visited public place, drawing a total of over 3 billion visitors annually.
Beyond their retail purpose, shopping malls have become community centers for social and recreational activities, attracting people throughout the entire spectrum of the population. The numbers are staggering: 187 million adults - representing 94% of the adult population in the U.S. - visit a shopping center every month, spending an average of $99.90 per visit. Teenagers go to the malls 26% more often than other shoppers, about 47 times a year.
The Best Malls
Our MallScape portfolio offers 35 of the highest quality shopping malls in the top 20 DMAs, as well as other key mid-size markets. Each mall in the portfolio has been screened to deliver:
- excellent household demographics
- large volume of shoppers
- highest quality tenants
- outstanding sales per square foot
- 800,000 sq.ft+ in size
The Best Locations
JCDecaux has worked in partnership with the malls to position a large number of advertising structures at key locations throughout the common areas inside the malls. As many as 65 structures, each six-foot high backlit displays, are installed in each of the larger malls, providing 80 to 120 advertising faces. These faces are distributed into equal networks, each providing a strong presence in every area of the mall. They are by entrances and escalators, in food courts, near anchor stores, and strategically positioned for prime viewing as shoppers move from store to store.
MallScape advertising makes sure that your products or services stand out when shoppers are evaluating their purchases. And for maximum impact - such as when launching a new product or special promotion - several networks can be added together, ensuring the total domination and efficiency of your message.
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The Perfect Timing
MallScape gives advertisers the perfect opportunity to "catch shoppers when they have their credit cards in their hands." MallScape also allows retailers and retail products to reach out to this mass audience in the common areas and drive them to their stores from all points of the mall.
MallScape also allows you to connect with potential clients beyond the point of purchase—delivering for marketers who are not linked to mall sales. Today, most Americans are in a time crunch so they group their activities together and a trip to the mall is often followed by a stop at the grocery store or by running other errands. 80% responded that MallScape is likely to remind them about products they "are familiar with and might buy either while in the mall or later."
Malls are the most daily visited destinations in your community - The average JCDecaux Mall has over 1 million monthly visitors and provides a captive audience ranging from:
In 1998 JCDecaux MallScape implemented the first U.S. mall advertising program reaching 100% of all the shoppers in the common areas. Traditional mall advertising offered limited inventory of 4-10 ad panels per mall usually on the back of directories.
For the first time, MallScape introduced high density networks of as many as 150 backlit panels per mall allowing advertisers to intercept shoppers and register their messages with impact (high reach and frequency in the controlled retail environment).
Further more MallScape introduced a carefully coordinated design of its MallScape structures to create a gallery effect for the advertisers providing a highly visible showcase for the advertisers’ message.
MallScape offers a national network of 35 sought-after shopping malls across 12 states.
JCDecaux North America is part of an international media and communications company, JCDecaux Out-of-Home Media Group, founded in 1964. JCDecaux is the world leader in out-of-home media with advertising panels across more than 60 countries that reach over 340 million people worldwide every day. It is Europe's largest billboard owner and the world's largest owner of street furniture.
JCDecaux's worldwide mall division handles contracts in 1,795 shopping centers worldwide.
The Number of malls by country include:
* Includes supermarkets