Unleashing the Power of Place

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

Howard Parry-Husbands
Eye Corp Australia & New Zealand Pty Ltd, Australia

Sharyn Smith
Eye 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 in the shopping environment close to the point of sale.

The shopping centre media market was part of a very fragmented OOH market until Eye Corp consolidated much of the market in 1999. Whilst this represented a positive step for the industry there still remained two issues limiting demand for shopping mall advertising.