Unleashing the power of place. Proving the impact of shopping centre advertising beyond reach and frequency for mall media planning

Sharyn Smith and Howard Parry-Husbands

Advertising in shopping malls offers an unparalleled opportunity to communicate to consumers when they are close to point of purchase and perhaps more receptive to the message.

Unleashing the Power of Place

Proving the Impact of Shopping Centre Advertising Beyond Reach and Frequency for Mall Media Planning

Howard Parry-HusbandsEye Corp Australia & New Zealand Pty Ltd, Australia

Sharyn SmithEye Corp Australia & New Zealand Pty Ltd, Australia

BACKGROUND AND RESEARCH ISSUES

In Australia 10 million people, equivalent to half the population, visit shopping centres every week. Most of these centres have back lit poster sites ('Eyelites') throughout the centre which are operated and managed in Australia and New Zealand by out-of-home (OOH) media specialist company Eye Corp. These Eyelites are a high quality media, placed...

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