Advertising in Malls
Mall advertising involves the promoting products, services or brands within a shopping mall. It can take on a range of advertising formats and strategies. Examples of mall advertising include digital screens, static billboards, floor or wall stickers, escalator and elevator ads as well interactive booths.
Back in the day, mall advertising simply consisted of traditional formats. Brands simply advertised on static billboards and signages at high-visibility areas, such as entrances and along the main corridors. This form of advertising was effective in driving brand awareness.
In today’s tech-dominated world, mall advertising has evolved to see digital screens and interactive event spaces that provide prime opportunities for brands to engage and create unique experiences for their audience.
Some of the latest mall advertising trends even include the use of Augmented Reality and Virtual Reality technologies to create immersive and realistic brand experiences that captivate your audience at unprecedented levels.
Malls are bustling hubs of activity where shops, eateries, services and entertainment converge. They attract a diverse and continuous stream of shoppers and passers-by daily, providing brands with unparalleled opportunities for maximum visibility and engagement.
Relevance of Mall Advertising in Current Advertising Landscape
Interactive and Experiential Experiences: The Current Trend
With the rise of e-commerce platforms, it might seem like visits to malls and purchases from brick-and-mortar stores are significantly declining. However, despite the convenience, and often lower costs of online shopping, malls continue to be popular destinations for consumers seeking interactive and personalized experiences. Advertising in malls enables brands to connect with these consumers in a relaxed and leisure setting, inspiring them to take immediate action or leave a lasting impression.
Multi-Channel Marketing Integration
Even consumers who prefer the convenience of shopping from home inevitably find themselves passing by or entering malls for daily errands or during their commute to work. Mall advertising complements digital and social media campaigns, creating a cohesive and omni present brand experience where consumers receive an “All Around You” experience. This not only drives traffic to your brand’s website, social media or physical store, but enhances brand recall as people are constantly reminded of your brand message or product as they move through the mall.
Out-of-home advertising in malls certainly brings about valuable and irreplaceable opportunities to engage and reach your audience. With endless potential, brands should definitely strategically incorporate it into their overall marketing plans.
Benefits of Mall Advertising
High Foot Traffic: In Singapore, malls are strategically situated near residential areas, public transport hubs or workplaces, ensuring a steady flow of shoppers and passers-by throughout the day. With high foot traffic, advertising in malls boost your brand’s presence and recall with optimal visibility.
Targeted Demographics: From heartland malls such as Northpoint City and Tampines Mall to luxury shopping destinations like Paragon or Mandarin Gallery, brands can precisely target their desired audience segments based on each mall’s theme and location. This ensures that your brand message resonates with the most relevant audience, maximizing your return on investment.
High Dwell Time: Whether shopping or running errands, shoppers usually spend a considerable amount of time on their mall visits. Excellent advertising placements capitalize on these moments, such as escalator rides or waiting for lifts, when consumers are more inclined to notice and engage with your brand’s message, thereby optimizing exposure.
24/7 Exposure: Unlike digital or social media campaigns, physical advertisements in malls cannot be turned off! This offers brands maximum exposure all round the clock. Especially suitable for brands that are open and targeting consumers 24/7.
Choosing the Right Mall and Locations
Target Demographics: For effective and relevant mall advertising, it is crucial to target the right demographics of shoppers. Ensure you are reaching shoppers whose age, gender, income level and interests align with your brand’s products and services. For example, it is more suitable for a high-end fashion brand to advertise in luxury shopping destinations with shoppers of higher spending power, and for a company who sells everyday consumer products to target heartland malls.
Location: Mall location is crucial in ensuring you reach your brand’s target audience. Different malls are frequented by different demographic groups for different activities. Understand the malls main demographic group and choose malls that are most frequented by your desired audience demographic.
Foot Traffic: You want to leverage on high foot traffic for mall advertising, reaching the most number of visitors for maximum exposure and reach. Consider foot traffic patterns, peak times and seasonal variations for optimal reach and exposure.
Leverage on Mall Events and Activities: Synchronize the timing, placement and content of your advertising campaigns with the mall’s events and seasonal activities to create a cohesive experience and leave a lasting impression on shoppers.
Not sure which mall is suitable for your brand’s out-of-home advertising campaign? Contact The Perfect Media @ +65 8812 0555 for a professional consultation session!
Escalator Advertising Case Study: Joyvio Group Advertising at Nex
Joyvio Group, a renowned name in the food industry, has captured the eyes of many with its recent advertising campaign at Nex Shopping Mall’s escalators. With its blueberries sold in the mall’s FairPrice Xtra Supermarket (NTUC) located on the third floor, Joyvio Group leverages the high traffic environment to showcase its products and drive sales at the hypermart. The escalators where Joyvio chooses to advertise lead directly to NTUC. This provides Joyvio Group and NTUC with maximum exposure round the clock, perfectly directing shoppers to the hypermart which is open 24/7.
The creative escalator ad displays vibrant images of their fresh fruits and adorable mascot, Jia Jia and Wo Wo, informing shoppers of their product as they navigate between the floors. This strategic placement not only ensures high visibility but also directly inspires the wide variety of audience to immediately take action at the supermarket with its clear and persuasive call to action. This successful campaign certainly strengthens Joyvio Group’s brand awareness and promotes their fresh and healthy blueberries to potential customers in a straightforward and impactful way.
Joyvio at People’s Park Complex
In 2023, Joyvio Blueberries launched a highly successful campaign at People’s Park Complex, a bustling hub situated in the heart of Singapore’s Central Business District. Targeting both locals and tourists, People’s Park Complex is especially popular among Chinese tourists and residents, who are well-acquainted with Joyvio, China’s top blueberry brand. This strategic campaign effectively reached the ideal audience.
Joyvio’s campaign featured a compelling call to action, ushering shoppers to Scarlett Supermarket on the second floor of the building. The billboards, located just outside People’s Park Complex, saw a high volume of visitors arriving from Chinatown MRT station, buses, and the Garden Bridge. The intelligent placement of this outdoor ad directly drove traffic and boosted sales at the supermarket open 24/7 inside.
Read more about Joyvio’s Campaign at People’s Park Complex here!
Other Case Studies
Canon Advertises at Sim Lim Square
Canon strategically chose to advertise at Sim Lim Square, a popular IT and electronics mall, renown for offering an extensive range of cameras, phones, computer parts and gaming equipment. With the use of back lit displays at multiple prime locations throughout the mall, Canon reinforced its brand message and raised awareness for its products. The excellent placement of ads fully leveraged on the dwell time shoppers spend on the escalators, ensuring maximum visibility and reach to a targeted group of consumers in search for cameras or other electronic devices. At the ideal mall and ad placement locations, Canon’s mall campaign successfully boosted foot traffic and significantly increased product sales within the mall’s stores.
Dynabook Advertises at Sim Lim Square
Similarly, Dynabook placed their ads at multiple locations throughout Sim Lim Square, creating a powerful and consistent presence. This strategy was aimed at potential customers interested in purchasing their products, enticing them to make a purchase when they are ready.
Hosting their campaign at a renowned electronics mall also adds credibility and trustworthiness to their brand image where shoppers are likely to associate Dynabook as a reliable brand that sells quality products. Furthermore, by catching the eyes of shoppers at highly visible locations, Dynabook can have an edge over its competitors, capturing attention towards their products.
Adidas Advertises at Queensway Shopping Centre
At the renown sports apparel and equipment mall, Adidas utilised escalator ads to boost brand visibility and presence. Located right in the middle of the mall, the optimal location of the escalator gave the ad a 360 degree exposure and ensured that all shoppers were able to view the advertisement as they navigated through the mall. Shoppers are reminded that the shops in the mall carry Adidas items, subtly persuading them to make a purchase.
Escalator Advertising Best Practices
Bold Colors and High Contrast: Harness the power of bold colors and high-contrast designs to ensure your advertisement pops amidst the bustling environment of the mall where countless distractions vie for your audience’s attention. Vivid color choice and striking contrasts can cut through the visual clutter and ensure your message captures attention from afar.
Clear and Concise Message: Shoppers only spend a short amount of time on the escalator. Ensure your message is short and to the point for easy recognition and high readability.
Design Compatibility: Consider the curvature of the escalator handrail, size and angle dimensions of the side panel and steps in your ad design process to ensure your design flows seamlessly.
Creative Use of Space: Make use of the steps, side panel and even handrail for maximum reach and exposure. Tell a story or create an omni-present experience to enhance brand or product recall with step advertising, handrail advertising and interactive escalator advertising.
Call to Action: Always include a clear and compelling call to action that encourages immediate engagement to make the most out of your OOH campaign. The call to action can be anything from scanning a QR code to visiting your store in the vicinity.
Other Innovative Advertising Strategies
Floor and Wall Stickers: Utilise floor and wall stickers at elevators or along corridors to create an all-around engaging encounter with vivid and eye-catching visuals. Creative and visually appealing ads enhances involvement and recall.
Dynamic Digital Screens: Leverage on 3D anamorphic digital screens to create realistic lifelike animations to captivate the attention and create unique unforgettable memories for your audience. Accentuate your product features and unique selling points with 3D graphics that will leave a long lasting impression and boost brand/product recognition.
Interactive and Experiential Experiences: With the use of creative interactive installations and experiences, engage your audience, encouraging them to interact with your brand. For example, install an interactive projector to highlight the elements of your product or utilise interactive screens with Gesture Recognition Technology to create a dance game for your audience!
Augmented Reality Experiences: Harness the power of AR technologies to create immersive experiences of wonder and interactive stories to connect with your audience on a deeper level. A holographic invisible screen creates authentic and compelling animations that stand out amongst its surroundings and grabs the attention of your audience, achieving unparalleled impact and boosting your brand’s presence in the mall.
Excited by the endless possibilities and significant impact of advertising in malls? Launch your own out-of-home advertising campaign with The Perfect Media today! From professional feasibility and location consultation to actual production, we got you covered, call us at +65 8812 0555.
