PHOENIX, Arizona: Media giant Clear Channel Communications is helping to move tabletop advertising across US shopping malls.
The company's outdoor ads division has been working with Los Angeles-headquartered Creatable Media to place ads into food court tables under clear plastic screens, viewed through clear plastic trays.
There is enough space in the table to display objects such as T-shirts or cellphones. According to Creatable, diners spend an average of 32 minutes in the food court so they will have plenty of time to view the messages.
Until now, tabletop advertising has largely been confined to local advertisers who put messages on tray liners. By upgrading the ads so they are is no longer disposable, Creatable has won business from national names like telco Cingular Wireless.
Comments David Koppelman, director of ad agency MacDonald Media: "It's ideal when you're trying to reach the younger audience when they are congregating."
Creatable says its tables are now in 63 malls across the country, but is hoping to raise that to 200 by the end of 2007.
Data sourced from Wall Street Journal Online; additional content by WARC staff