• Subscribe to our newsletter
The Media Online
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs
No Result
View All Result
The Media Online
No Result
View All Result
Home Out of Home

Captive audience: Why mall media is marvellous

by Michael Bratt
June 7, 2016
in Out of Home
0 0
0
Captive audience: Why mall media is marvellous
Share on FacebookShare on Twitter

The possibilities of mall media, a little-understood OOH medium, are a creative option for brands.

“Mall media can build new brands, remind shoppers about existing brands and specials or even act as an entertainment platform. It also has the ability to drive conversion, consideration and can encourage trials of brands and their products,” says Deshendri Smit, executive head of sales for Primall Media and Mallworx.

Smit heads up two of Primedia’s advertising divisions: Primall Media, which caters for the higher LSM market and includes malls such as Sandton City and Cavendish Square and Mallworx, which caters for the lower LSM market and includes Maponya Mall and other such retail centres. Combined, the two divisions have a portfolio of over 60 malls.

There seems to be less understanding around mall media than any other of out of home’s (OOH) offerings. Mall media can be understood as the static and digital advertising found in malls, that targets the needs of shoppers and which offers different directives depending on advertiser needs. This includes banners, boards, on-shelf and point of sale marketing.

This diminished understanding has unfortunately affected its appeal to advertisers. There seems to be a preconceived notion that this form of OOH advertising doesn’t have as much effect or impact as other types. But Smit is quick to point out that while ad spend in other OOH advertising forms has declined, mall media ad spend has in fact steadily increased.

Telling results

In 2013, Primedia commissioned the Shoppertunities study, executed by GIBS, and some of the results were truly telling. According to the study, 8 in 10 mall goers make a purchase during their visit and 4 in 10 are actively influenced by advertising and activations in the mall.

Another player in the mall media space is JC Decaux (formerly Continental Outdoor). Lyn Jones, marketing manager for Sub-Saharan Africa for the group, explains that the appeal of this medium of advertising is that, “It is one of the key touch points to reach consumers before they reach a purchasing decision. People are relaxed in that environment so it’s easier to engage with them. Malls are a way of life for many communities and an entertainment destination. Mall media is able to capture consumers in the right state of mind”.

Jones adds that research supports the fact that the medium is very effective as it is placed right before purchase decisions.

Smit sees many opportunities in mall media – a major one is research. “The focus needs to be on shoppers, their mindsets and how to appeal to them, all of which is crucial for the enhancement of mall media,” she says.

Captive audience

Boo! Media, another major player in the space, concentrates their marketing on the outside of malls. The company’s portfolio includes V&A Waterfront, Melrose Arch, Sandton City, Hyde Park, Menlyn Park, Maponya Mall, and Southgate Mall.

Company CEO, Dave McKenzie, explains that mall advertising works because there is a captive audience who spend a lot of time in the environment.

“The shopper feels like it is their home away from home and they like to identify with their respective mall. When an ad campaign is implemented, the shopper is being told that these brands are also a part of their mall and indirectly their identity,” he explains.

Just like Primall and Mallworx, Boo! Media customises its packages depending on the needs of the client, but McKenzie says the company does not believe it directly competes with advertising companies who operate inside the malls.

A major trend that is driving mall media is an increase in the digitisation of offerings. “Digital has lower production costs and a quicker turnaround time,” Smit explains.

More relevant content and creative is also appearing on those digital platforms, some of it interactive, in order to engage shoppers.

Digitised environment

In fact, JCDecaux has already seen the mall environment becoming more digitised as, Jones explains, it is more affordable and niched for advertisers so making it more tactical and engaging with consumers. One example of the successful use of digital with mall media is retailer Tesco in the UK, which has digital boards inside and outside its stores. Depending on the time of day and seasonality, and based on big data analysis, the boards showcase appropriate brands.

But despite this fresh approach, Smit says an ongoing challenge is the relevant, creative execution of campaigns and engaging with the agencies who produce this. Both Primall Media and Mallworx are increasingly consulting and engaging with creative agencies on profiling shoppers.

Smit believes that one of the biggest mistakes advertisers or ad agencies make is duplicating existing content on mall media platforms whether it’s a video or commercial for a digital offering or a print ad for static.

Creative content

Jones agrees that creative content is paramount. “The challenge is to make sure that consumers are engaged. as the environment tends to be quite cluttered. The content needs to stand out,” she says.

Another opportunity, Smit believes, is the integration of social media into mall media. “Shoppers also interact with social media while they are in malls. So the aim is to influence their behaviour by combining social media and mall media. Activations should also be in the mix,” she says, adding that the rollout of free Wi-Fi at some malls will open up huge opportunities to boost mall media – shoppers will find it easier to engage with campaigns that add social media to the mix.

Jones too, imagines huge opportunities if mall media is integrated with digital and social media. “The key is relevance and big data is allowing us to ensure that,” she explains.

Unlike other OOH mediums, mall media is more targeted, rather than mass reach, and quite scientific in its approach to crafting a campaign. However, Smit warns, “There is no one fit solution across brands. The value comes from collaboration with brands and their partners. We have to match the brands expectations with the mall, specific customers and a specific media type.”

Customised process

While mall media still has to prove return on investment, reach and frequency, it is certainly more tailored than general OOH advertising. The process is so customised that neither Primall Media nor Mallworx has a rate card.

According to Smit, point of sale mediums remain the most powerful. “You want to get as close to the shopper as possible when they’re in decision making mode,” she says.

In fact, it is so successful that Smit says while other OOH advertising forms have declined, mall media point of sale advertising has grown.

Consumers spend so much time shopping and with purchases coming directly after they’ve seen mall advertising, this marketing medium is inarguably effective.

But, in such a cluttered space and with consumers being more diverted and distracted than ever, it’s clearly essential that creative needs to stand out and be innovative as possible in order to grab a shopper’s attention.

Tags: Boo! MediaDeshendri SmitJCDecauxLyn Jonesmall mediaMallworxMichael BrattOOHOut of Home mediaPrimall

Michael Bratt

MIchael Bratt is a multimedia journalist working for Wag the Dog Publishers across all of its offerings, including The Media Online and The Media magazine. Writing, video production, proof reading and sub-editing and social media. He has plied his trade at several high-profile media groups. A passionate writer, news connoisseur, sports fanatic and TV and movie addict, he enjoys spending time with family and friends, reading and playing x-box.

Follow Us

  • twitter
  • threads
  • Trending
  • Comments
  • Latest
Kelders van Geheime: The characters are here

Kelders van Geheime: The characters are here

March 22, 2024
Dissecting the LSM 7-10 market

Dissecting the LSM 7-10 market

May 17, 2023
Keri Miller sets the record straight after being axed from ECR

Keri Miller sets the record straight after being axed from ECR

April 23, 2023
Getting to know the ES SEMs 8-10 (Part 1)

Getting to know the ES SEMs 8-10 (Part 1)

February 22, 2018
Sowetan proves that sex still sells

Sowetan proves that sex still sells

105
It’s black. It’s beautiful. It’s ours.

Exclusive: Haffajee draws a line in the sand over racism

98
The Property Magazine and Media Nova go supernova

The Property Magazine and Media Nova go supernova

44
Warrant of arrest authorised for Media Nova’s Vaughan

Warrant of arrest authorised for Media Nova’s Vaughan

41
AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

Recent News

AI in sponsorship: Beyond the buzzword

AI in sponsorship: Beyond the buzzword

May 9, 2025
Upping the ante: Tracking the year-on-year growth of gambling in SA

Upping the ante: Tracking the year-on-year growth of gambling in SA

May 9, 2025
Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

Seven Days on Social Media: Tonya’s in hospital, the nation’s in chaos and SA doesn’t care about Joshlin

May 9, 2025
Social media platforms are replacing Google

Social media platforms are replacing Google

May 8, 2025

ABOUT US

The Media Online is the definitive online point of reference for South Africa’s media industry offering relevant, focused and topical news on the media sector. We deliver up-to-date industry insights, guest columns, case studies, content from local and global contributors, news, views and interviews on a daily basis as well as providing an online home for The Media magazine’s content, which is posted on a monthly basis.

Follow Us

  • twitter
  • threads

ARENA HOLDING

Editor: Glenda Nevill
glenda.nevill@cybersmart.co.za
Sales and Advertising:
Tarin-Lee Watts
wattst@arena.africa
Download our rate card

OUR NETWORK

TimesLIVE
Sunday Times
SowetanLIVE
BusinessLIVE
Business Day
Financial Mail
HeraldLIVE
DispatchLIVE
Wanted Online
SA Home Owner
Business Media MAGS
Arena Events

NEWSLETTER SUBSCRIPTION

 
Subscribe
  • About
  • Advertise
  • Privacy & Policy
  • Contact

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

No Result
View All Result
  • Home
  • MOST Awards
  • News
    • Awards
    • Media Mecca
  • Print
    • Newspapers
    • Magazines
    • Publishing
  • Broadcasting
    • TV
    • Radio
    • Cinema
    • Video
  • Digital
    • Mobile
    • Online
  • Agencies
    • Advertising
    • Media agency
    • Public Relations
  • OOH
    • Events
  • Research & Education
    • Research
    • Media Education
      • Media Mentor
  • Press Office
    • Press Office
    • TMO.Live Blog
    • Events
    • Jobs

Copyright © 2015 - 2023 The Media Online. All rights reserved. Part of Arena Holdings (Pty) Ltd

Welcome Back!

Login to your account below

Forgotten Password?

Retrieve your password

Please enter your username or email address to reset your password.

Log In

Add New Playlist

Are you sure want to unlock this post?
Unlock left : 0
Are you sure want to cancel subscription?