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BizReport : Advertising archives : July 22, 2008

Report: Mall Shoppers Watch Those Video Ad Signs

Marketers take note: those video ad signs in malls are garnering more and more attention from shoppers. According to a new report from Nielsen Media Research nearly half of the mall shoppers polled reported having watched an add on a video screen from the AdSpace Mall Network.

by Kristina Knight

Of those, nearly one-third specifically recalled the ads seen at the mall.

This should be of interest to marketers because of the high rate of recall among consumers. The report also found that consumers watched the Smart Screens at least three times per visit for nearly two minutes each viewing. Smart Screen ads last, on average, about fifteen seconds; this means consumers are watching nearly ten ads each time they tune in to a Smart Screen.

Combined with the recall consumers have shown, these video screens are definitely worth a second look.

Consumers also reported that they didn’t feel the video screens were intrusive to their shopping experience at all and than the video screens were actually helpful in their shopping expedition.

The key to a smart screen add seems to be length. Catching a consumer’s attention as they are shopping a mall is hard to do; this means marketers need to get right to the point - a big sale, limited edition merchandise or another type of special. For these ads, don’t bury the lead; tell consumers what they can expect at your store and how they can achieve it.

Tags: in-store ads, in-store advertising, video advertising

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