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...