Your client at the mall for the holidays
On full-motion video screens in common areas
November 21, 2005
The holiday shopping season officially kicks off this week, and as consumers pour into their local malls, ads placed on full-motion video screens are positioned to grab their attention.
To find out how to get your client’s message at entrances and in the common areas of high-traffic malls, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Video ads playing in the common areas of shopping malls.
AdSpace Networks, headquartered in New York City
How it works
Full-motion video ads are displayed on screens located throughout malls.
The program is called AdSpace Mall Network. The screens are built into displays and positioned in high-traffic areas near entrances and escalators and in common areas. The monitors can be on a wall or freestanding.
The typical mall will have the unit in an 8- to 9-foot-tall cabinet with the plasma screen vertical in the portrait position and the center of the screen just above eye level, says AdSpace Networks senior vice president Bill Ketcham. The screens measure 60 inches. Some are single-sided, some double-sided. There are typically 15 units in the average mall.Programming consists of advertising and entertaining elements. Each mall is programmed uniquely, Ketcham says. Ad segments consist of a combination of 15-second spots featuring local and national advertisers, some with products available inside the mall and some independent of the mall as well as 10-second spots devoted to special in-mall promotions and sales.
Local and national advertisers get the benefit of a very engaged audience, Ketcham says. For the ˜super savers,’ we go to the mall retailers and give them 10 seconds to promote their hottest sale items.
Within a six-minute loop, 30 seconds might be devoted to mall information and promotions. For example, in the case of Westfield, our biggest mall partner, they are doing a program called Westfield Works Wonders where they get retailers to participate in evening events like sales and sampling that tie into local charities. For this kind of event we’ll do a commercial and air it, Ketcham says.
Other content focuses on fashion. Content can be digitized television creative or flash animation. Audio portions can be music or sound clips from TV or radio copy. Ads can run 15 or 30 seconds, though most advertisers opt for the shorter spots. The day of the week and time of day can be used to target specific audience segments.
Some advertisers buy dayparts, Ketcham says. The National Drug Council has a campaign running that bought teen dayparts, including weekday events and weekends.
You can change what you promote every day. For instance, a restaurant could change their specials.
Creative can be developed specifically for this format or modified from existing material. Our medium is different from television, more like an animated poster digital medium. Some advertisers do their own copy, some do a hybrid. Local advertisers almost always want us to do creative for them, and we’re set up to do that, Ketcham says.
The screen space is divided into thirds with the middle section used for the video ad. The advertiser’s logo is usually in the top segment and contact information like a phone number runs along the bottom. Creative could tie into the holidays, Ketcham says.
Branding and promotions are both utilized, and other merchandising elements can be tied in, depending on each mall’s policy. Examples are displays of items like cars or sampling products.
The most important element of this for an advertiser is buying the frame of mind that a mall shopper is in close to the point of purchase, Ketcham says.
About 40 percent of advertisers are local, Ketcham says.
AdSpace screens are available in 22 U.S. malls. Current markets include New York, Los Angeles, Chicago, San Francisco, Washington, D.C., Baltimore and Sacramento.
The 22 malls in AdSpace’s current network have 340 million visitors annually, according to the U.S. Mall Directory. Each month 189 million people shop at U.S. malls, according to a 2004 Arbitron study. The average shopping time in malls is 90 minutes.
How it is measured
The average shopper sees each advertisement on AdSpace screens three times per visit, according to a 2005 Arbitron study. Based on traffic counts collected at northern New Jersey’s Garden State Plaza (New York DMA) and Fashion Square (Los Angeles DMA) malls, an advertiser can expect to get an average of three impressions per consumer.
There are an average of 10 and up to 25 displays per mall, with an average of 2,000 spots per day, per mall.
Over half of shoppers in AdSpace malls recall seeing the digital displays, according to The Arbitron Airport Advertising Study of 2004. On average, consumers who noticed an AdSpace digital panel in a mall are more than twice as likely to recall having seen an ad for the featured products of that day, compared to consumers who shopped at malls without the screens, according to a 2005 Arbitron study.
Teens and young adults are most attuned to digital signage in malls, with 70 percent of consumers aged 12-17 and 64 percent aged 18-24 reporting they recalled seeing AdSpace displays in mall common areas.
Better than 70 percent of purchasing decisions are made when the customer is in the store, according to the New York-based International Council of Shopping Centers.
What product categories do well
At or near point-of-purchase items span most categories, Ketcham says. So far we haven’t seen anything that doesn’t work.
Local advertisers can include car dealerships, medical care providers like plastic surgeons, laser eye surgeons and cosmetic dentists, and restaurants. Liquor ads generally aren’t accepted.
One in five consumers age 18 and older in New York, Los Angeles, Chicago and San Francisco has visited an AdSpace mall in the past three months, according to a 2005 Arbitron study.
According to the same study, upscale consumers are more likely to visit AdSpace malls in New York, Los Angeles, Chicago and San Francisco, with 26 percent of consumers with an annual household income of $100,000 or more in these markets visiting these malls in the past three months. On average, AdSpace malls attract a 22 percent higher concentration of affluent shoppers compared to malls in general.
Additionally, the age breakdown of consumers visiting AdSpace malls is:
– 18-24 at 14 percent
– 25-34 at 19 percent
– 35-49 at 33 percent
– 50 and older at 35 percent
Race/ethnic breakdown is:
– Caucasian at 63 percent
– Hispanic at 19 percent
– African-American at 7 percent
– Asian at 7 percent
– Other at 4 percent
Household income is:
– less than $30,000 at 12 percent
– $30,000 to $45,000 at 16 percent
– $45,000 to $75,000 at 24 percent
– $75,000 to $100,000 at 19 percent
– $100,000 and up at 29 percent
Time spent in malls comes in third after time at home and work, with 189 million consumers shopping at malls each month and 94 percent of adults visiting malls at least once a month, according to the New York-based International Council of Shopping Centers. Teenagers visit a mall 40 percent more than other shoppers, and those teens have an average disposable income of $67 a week. Average time spent in the mall is 90 minutes.
At the functional level, men and women are equally interested in the screens, Ketcham says. But shopping is more of an art for women, and the whole notion of something that makes them savvier is appealing. The real benefit is that it saves them time and money, and that gives them time and money to indulge themselves, which is one thing they don’t have enough of. That’s why screens connect a little more with women on an emotional level.
Traffic in the mall is 54 percent female, 46 percent male, Ketcham says. Segments of the population have higher incidence of being there. Teen girls index at 159 vs. the population at 100 percent. Teen boys index at 136, women 18 to 24 at 145, and men 18 to 24 at 138.
Making the buy
Lead time is one week with creative in hand and one month if development of creative is part of the plan. We could do creative and be up in two weeks on a crash program, Ketcham says.
Malls are broken into the categories platinum, gold and silver for the rate card. Monthly figures are based on 30 days with cost ranging from $10,000 for platinum to $5,000 for gold to $3,000 for silver for a 15 second ad on all the screens at one location. New programs can be added mid-cycle.
National advertisers generally buy the network, Ketcham says. Mall retailers cherry-pick the locations of their outlets. Contracts vary but most are monthly.
Who’s already on Adspace screens
Fox Home Entertainment, Cartoon Network, Disney, Dello Russo Laser Vision and Mercedes Benz of Danbury, Conn., are recent advertisers.
What they’re saying
We were looking for mom and kids, and timing-wise, for Christmas and Thanksgiving shopping for home entertainment DVDs. I think this is definitely a breakthrough from static mall displays. The sound and motion definitely stand out more and grab your attention. We had feedback from a brand manager who was in the mall early one morning, sitting next to the playground drinking his coffee when our Garfield DVD spot came up, and he said kids were watching it even though the playground was right there. “ Seow Leng Porter, executive director of media for Los Angeles-based Fox Home Entertainment
Web site info
AdSpace at www.adspacenetworks.com
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