Indoor advertising in shopping centers continues to be one of the most effective ways to promote for brands, with 62% of shoppers reporting purchases influenced by these ads.
Moreover, 80% of mall-goers recall seeing advertisements in malls, making indoor advertising perceived as more useful than other forms of advertising such as television (25% vs. 15% ) or street signs (22% vs. 14%). These are some of the conclusions of the study commissioned by Brand Managementa company with 20 years of experience in the indoor advertising industry in Romania.
“Malls are a unique and valuable medium for promotion, giving brands the opportunity to interact directly with consumers at a key point in the purchase process. That’s why indoor advertising in these spaces is an essential tool for companies that want to get maximum exposure and directly influence consumer purchasing decisions,” he says. Georgian DraghiciDirector Comercial, Brand Management.
What ads do mall goers want to see?
Most shoppers want to see ads for deals and promotions (76%), followed by product presentations (39%) and brand information (32%). Also, 30% want to know more about store positioning in malls. The study revealed that 48% of respondents would purchase products featured in mall ads in the future, and Generation X (84%) is the most interested in featured offers and promotions.
According to this study, 68% of those who go to the mall prefer to visit a physical store to see the product before purchasing it online. The percentage is even higher among frequent users (74%) and men (73%). In terms of preferred sales channels, 80% of respondents buy food in brick-and-mortar stores, and menswear (70%) and accessories (67%) are also more commonly purchased in-store. At the same time, 37% of respondents consider that advertising in malls is very useful.
The strategic impact of advertising in shopping malls
Advertisements strategically placed in shopping centers have a significant visual impact. Thus, 71% of consumers admit that brand ads are the most visible, followed by offers and promotions (65%) and product presentations (34%). Placing them in key areas such as entrance doors (58%), building facades (57%) and light panels (54%) ensures maximum exposure. According to the study, Generation X (69%) and frequent users (68%) are the most receptive to this type of advertising, with 61% of respondents considering that they would purchase products advertised in malls.
“Indoor advertising not only captures attention, it directly transforms purchasing behavior, and Brand Management brings this advantage to another level. Whether it’s established brands, product launches or promotional campaigns, we help companies communicate their messages in an engaging and strategic way. With customized solutions and carefully chosen locations, we implement campaigns that ensure maximum exposure and immediate impact on the target audience. In addition, in order to simplify and accelerate the collaboration between brands and shopping centers, Brand Management is preparing the launch of a digital platform in 2025”, he emphasizes Georgian DraghiciDirector Comercial, Brand Management.
In the portfolio Brand Management most of the retailers and advertising agencies operating on the Romanian market are located, namely BV McCann-Erickson, Dentsu, EssenceMediacom, Initiative Media, Media Investment, Mindshare Media, MMS Communications, OMD, Publicis Groupe Media, Wavemaker, Adidas, Always, Ariel , Armani, Asus, B&B Collection, Banca Transilvania, BMW, BRD, Burger King, Calvin Klein, CEC Bank, CeraVe, Chloe, Ciuc, Coca-Cola, Coccolino, Converse, Crocs, DeLonghi, Digi, Dior, Disney, Dove, Fairy, Ford, Garmin, Garnier, Gillette, Gerovital, Guerlain, Head & Shoulders, hp, Hugo Boss, Hyunday, IKEA, ING Bank, Kerastase, KFC, Kinder, La Roche Possay, Lays, LEGO, Lenovo, Levi’s, LG, Lipton, L’Oreal Paris, M&Ms, MasterCard, max, McDonald’s, Mercedes Benz, Milka, Mugler, Nespresso, Nestlé, Netflix, Nike, Nintendo, Old Spice, OMV, Oppo, Oral-B, Orange, Orbit, Pampers, Pantene , Pepsi, Persil, Philips, PlayStation, Rabanne, Raiffeisen Bank, Red Bull, Renault, Salt Bank, Samsung, SkyShowtime, Sony, Stella Artois, Swarovski, Teilor, UNICEF, Unicredit Bank, Vichy, VISA, Vodafone, Volkswagen, Xiaomi, And so on
Brand Management was founded in 2004 and is the first company in Romania that offers complete indoor advertising services at the national level. With over 20 years of experience in implementing advertising campaigns, in commercial and business centers, Brand Management has generated indoor advertising campaigns for companies in fields such as IT, telecom, fashion, beauty, jewellery, banking, FMCG, managing dedicated budgets of over 130 million lei including the year 2023.
Brand Management operates in over 150 locations in Romania (malls, hypermarkets, office buildings, etc.) in the most important cities. The company ensures the exposure of indoor advertising campaigns in front of more than 110 million visits per month, counted and communicated by locations. Approximately 85% of the company’s clients have been in the portfolio since the first years of activity.
The Brand Management market study was conducted by Reveal Marketing Research and was conducted online between May 10 and 19, 2024, on a representative sample of over 800 respondents. The margin of error is +/-3.5% at a 95% confidence level.
Source: www.iqads.ro
