At the Point of Purchase: Why Mall Advertising Drives Real Life Impact

As consumers increasingly turn to shared, in-person experiences, shopping malls have stood out as powerful environments for discovery, entertainment, and spending. With high-intent foot traffic and a renewed desire for real-world experiences, mall advertising is in a unique position to influence behavior when purchasing decisions are made.

In a media landscape characterized by digital fatigue and rising online ad costs, malls offer brands a rare opportunity: premium visibility in spaces where consumers are primed to act. 
 

Malls capture impressionable audiences when they’re ready to spend

Malls have evolved into social destinations that combine dining, entertainment, experiential retail, and live events. This shift mirrors broader foot traffic trends; research from Placer.ai shows that indoor malls have experienced a nearly +10% year-over-year (YOY) increase in foot traffic.

Further data from Placer.ai indicates that mall visits increased in duration with over +3% YOY growth in just the first half of 2025, creating more opportunities for brands to amplify exposure and increase message frequency. JCDecaux mall networks support this increased reach by delivering ads as shoppers move across retail, dining, and entertainment zones, often encountering the same campaign multiple times during one visit. 

Meanwhile, Morning Consult reports that 68% of adults notice OOH ads on their way to in-store shopping, and 42% say OOH ads influence in-store purchase decisions. When audiences are already out in the world and in a purchasing mindset, OOH reduces friction between awareness and action, making malls an ideal environment for conversion-related campaigns.

Luxury brands double down on mall OOH

JCDecaux malls are hotspots for premium and luxury retails, with all three malls in our network consisting of such stores, that tend to be attractions for younger consumers. Insights from Ayden show that Gen Z shoppers are 4 times more likely than prior generations to make luxury purchases in-store.   Furthermore, data from IBISWorld shows that in-store sales account for a significant share of the beauty market: 71% of mass beauty sales and 67% of prestige sales. This behavior underscores why categories such as fine jewelry, beauty, skincare, and fragrance perform exceptionally well in malls.

Mall environments fuel entertainment discovery and cultural engagement 

Malls are not only engines of commerce but also hubs of entertainment. Cinemas in and around malls continue to support many shopping centers, and younger audiences are spearheading that growth. In 2025, Gen Z cinema attendance increased +25% YOY, the highest for any age group, reflecting a broader desire for shared, immersive experiences. Advertisements placed in mall inventory can easily reach mass audiences and influence their entertainment-based decision. Thus, entertainment campaigns benefit from being placed at the heart of retail-driven mall traffic, where audiences are already in a curious and discovery-oriented state of mind. 

Innovative formats drive deeper brand connection

Modern mall advertising also enables richer forms of engagement that invite participation, as the medium is no longer limited to static placements. Luxury fragrance dispensers from Tom Ford and Luxe Brands illustrate how physical interaction strengthens brand memory and drives purchase consideration. Forbes reports that 85% of consumers are more likely to buy a product after participating in an experiential marketing activation. This advantage cannot be replicated through online advertising alone, where audiences simply scroll past content without any tactile or emotional reinforcement.  

Mall OOH delivers impact for year-round gifting occasions

As consumer behavior continues to shift toward in-person shopping, social dining, and entertainment, mall advertising meets audiences when they are most susceptible to brand messaging. Repeat exposure in premium retail-focused environments builds recall, trust, and action. For brands across industries, mall advertising proves that when context, creativity, and consumer mindset align, results follow.

With an eventful 2026 retail calendar ahead, from Valentine’s Day and Mother’s Day to graduation and wedding season, malls will remain a critical touchpoint for brands looking to convert seasonal intent into measurable impact.