• August 9, 2004

CoolSign Mall Network, a national network of digital video advertising displays in malls, released a new study by Arbitron on Monday that showed full-motion video advertising significantly increased ad recall and purchase intent for advertised brands among mall shoppers.

The study, commissioned by CoolSign's parent company AdSpace Networks Inc., measured ad recall and purchase intent across a variety of brands, comparing responses from shoppers exiting malls with CoolSign displays versus those at nearby malls using traditional advertising media.

The study found that shoppers exposed to full-motion digital displays had significantly greater recall and purchase intent. For example, mall patrons were 1.5 times more likely to recall advertising for a specific specialty retail store chain after viewing CoolSign displays, and subsequently, 40 percent more likely to purchase from that chain.