Out-of-Home Inventory Highlight: Shopping Malls
- Marketing
- May 5
- 2 min read
Updated: May 6
Out-of-home (OOH) media encompasses many formats. From elevator screens in office buildings to large, spectacular billboards in Times Square. What makes OOH such a special medium for brands? It’s the ability to reach consumers throughout their day.
As OOH advertising experts, we want to share our knowledge and highlight inventory that may not be top of mind when you think of OOH media. With foot traffic returning to pre-pandemic levels and the evolution of mixed-development buildings, this article will focus on a place where people are primed for spending: shopping malls.
Shopping Malls Evolve to Experience-Focused Hubs
In 2025, shopping malls will continue to evolve into hubs, extending beyond traditional retail to include cinema, dining, entertainment, and more. Some locations have already integrated residential units, fitness clubs, and office spaces. The more amenities provided, the more foot traffic and time spent in these hubs.
There are many OOH formats available at shopping malls, including interior and exterior placements, both traditional/static and digital.
Banners: Also known as Sky Banners, these are traditional/static OOH ads found between floors or within an atrium, hanging from the ceiling.
Kiosks: These eye-level units are often interactive, as people engage with mall directories, resulting in a higher dwell time.
Experiential: Pop-up events hosted within concourses, plazas, etc., these are brand activations that offer an experience while showcasing products to consumers.
Food Courts: While TV-sized screens are common, some vendors also have nearby kiosks and video walls for larger screens in proximity to food courts.
Large Format Digital Screens: Similar to an indoor billboard, this is a high-impact activation with the ability to support full-motion video. Some vendors offer sequential screens for an even greater impact.
Parking Garages: Traditional/static posters seen near elevators or entryways can grab shoppers’ attention as they note their parking level.
Standees: Traditional/static freestanding signage that can be placed throughout designated areas of shopping centers.
Wrapped Escalators, Elevators, and Staircases: Brands can wrap these modes of mall transportation with eye-catching artwork.
Things to Consider
If your brand is considering OOH advertising within shopping malls, there are a few things to keep in mind:
Location: The city, mall location, and even the stores available within the mall can provide insight into the audience you can reach there.
Tenant Requirements: Some locations only allow mall tenants to advertise their products or services. Keep in mind that there may also be limitations regarding competing brands and the specific in-mall formats/locations they can advertise in.
Seasonality: The holiday season sees the highest traffic, and consumers are primed to make purchases during this period. If this is an ideal time for your brand to advertise, consider planning and securing media early. Anticipate some rate increases, as Q4 is a highly coveted time of year.
We at PJX Media can help you find the right location and inventory to get your brand in front of consumers. Reach out to get started today by sending us an email at hello@pjxmedia.com
