Mall owners are installing gigantic banners and huge screens--50 and 126 inches wide--at high-traffic locations in an effort to generate extra cash from advertising. Their selling point is critical
mass. Malls owned by Indianapolis-based Simon Property Group, for example, welcome 2.4 billion visitors annually. That's four to five times more than the total attendance at all professional and
college-sports events nationwide, says Stewart Stockdale, the company's CMO. Its client roster boasts such names as General Motors, Visa and Tiffany.
"Walking in the mall, you will see
an ad for a longer period of time than driving past a billboard at 60 miles per hour or flipping channels on TV," says Ambar Rao, professor of marketing at the Olin School of Business at Washington
University in St. Louis.
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