Business Forum • 3 October, 2024 at 11:27 AM
In an increasingly digitized world, where consumer attention is fragmented, indoor advertising in shopping malls remains one of the most effective methods for brand marketing. A study conducted in the first half of this year by Brand Management, the leading indoor advertising company in Romania, reveals that 80% of shoppers recall seeing ads in malls, while 62% of those consumers have made purchases based on those ads.
Despite the rise of online shopping, 62% of consumers report purchasing products because of mall advertising. Generation X (68%) and heavy mall goers (70%) are the most influenced by these ads. The study also shows that indoor advertising is perceived as more effective than other forms of advertising, such as television (25% vs. 15%) or billboards (22% vs. 14%).
“Shopping malls are a unique space where consumers can interact directly with products and brands, significantly increasing conversion opportunities. They are a preferred environment for Generation X and frequent mall-goers, serving as a strategic point of interaction between brands and their audience. Indoor advertising is an essential channel for marketers, offering maximum exposure and directly influencing purchasing decisions,” said Georgian Drăghici, Commercial Director of Brand Management.
Consumer behavior: Online shopping vs. bricks-and-mortar
Two-thirds of respondents (68%) prefer to visit a physical store to check out the product before buying it online. This figure is even higher among frequent mall-goers (74%) and men (73%). As about preferred sales channels, 80% of the respondents purchase groceries from physical stores, while men's clothing (70%) and accessories (67%) are also more commonly bought in-store. The study also revealed that 37% of respondents find mall advertising to be very useful. The majority prefer viewing product offers and promotions (76%), followed by product presentations (39%) and brand information (32%).
Additionally, 30% of shoppers are interested in learning more about the locations of stores in shopping centers. The study found that 48% of respondents would consider purchasing products showcased in mall advertisements in the future, with Generation X (84%) showing the greatest interest in the offers and discounts. Importantly, 80% of respondents remember seeing ads displayed in malls, up from 72% the previous year.
The strategic impact of mall advertising
Strategically positioned advertisements in shopping malls create a substantial visual impact, as 71% of consumers recognize brand ads as the most prominent, followed by offers and discounts (65%) and product presentations (34%). Their placement in key locations, such as entrance doors (58%), building facades (57%), and illuminated panels (54%), guarantees maximum visibility. The Brand Management study indicates that Generation X (69%) and frequent mall visitors (68%) are the most receptive to this form of advertising, with 61% of respondents expressing a willingness to purchase products promoted in malls.
“Indoor advertising not only captures the attention of the buyers but also shapes buying behavior. In an increasingly saturated advertising landscape, the presence of ads in malls stands out for its memorability and ability to directly influence consumer decisions. Whether we're talking about established brands, product launches, or promotional campaigns, shopping malls provide companies with a unique platform to convey their messages in an engaging and effective way, creating an immediate impact on the audience,” added Georgian Drăghici, Commercial Director of Brand Management.
The Brand Management online market study, conducted by Reveal Marketing Research, took place from May 10 to May 19, 2024, and included a representative sample of over 800 respondents. The margin of error is +/-3.5% at a 95% confidence level.