Mall Branding

    Mall Advertising

    It seems any city's landscape is incomplete without malls in today's times. Earlier malls were limited to major cities like Delhi, Mumbai, Bangalore etc but the mall culture boomed so drastically that in no time the malls started to pop up even in rural areas. For consumers malls are convenient infrastructures that offer them different facilities like eateries, shopping outlets and entertainment zones under one building. The availability of wide variety of stuff in one roof saves time and effort in juggling from to store to store for various items.

    The mall culture gave birth to a new form of advertising that is mall advertising. Malls became lucrative sites where the advertisers could meet their target audience easily.  Variety of factors like the mall ambience, illumination and spacious galleries help the advertisers to put out their brand message in an impactful manner. 

    The unparallel benefits of mall advertising include:

    Eye-level ad positioning attracts maximum audience attention. 

    Ease of availability of the product advertised in the mall, prompts immediate action. For instance, if a product ad displayed on the ground floor has a message of 50% sale on the store on second floor, the audience will not mind to reach the store in just few minutes.

    High footfall ensures high reach and visibility. Malls are generally located at prime locations of any town or city; this strategic positioning of malls attracts audience from all over the city ensuring greater reach and visibility of the ad displayed in malls.

    Spreads positive word of mouth for the brands advertised in malls.

    Builds more trust and creates brand loyalty for the brand. The brands advertised in malls are perceived as premium brands by the consumers.

    Which areas of mall can be used to put up brand ads?

    Malls are highly spacious and well organised; therefore they provide uncluttered areas for advertising.  Crucial sites for mall advertising include:

    Food court area: Most of the malls have eating outlets at the top floor of the mall. This area has ample seating arrangement where the audience can sit, eat and spend quality time with family or friends. Any brand advertised here will receive maximum audience attention as the customers are either waiting for their order or are enjoying the food.

    Cinema hall advertising:  Multi-screen theatres are major attraction of any mall.  Movie theatres are core crowd pullers for malls therefore cinema hall branding plays crucial role in tuning movie watchers into potential buyers. The advertisers can either choose on-screen advertising or off-screen advertising such as posters, washroom ads, lobby ads etc to capture target audience in the theatre area.

    Arcade and concourse advertising: Malls have huge lobbies and open space ahead of mall entrances that can be used by advertisers to put up banners, hoardings and other forms of advertising.

    Parking lot advertising: Malls size determine the parking lot size, the larger the mall, greater would be its parking area. Parking area advertising attracts the attention of the audience that is either entering or exiting the malls, creating long lasting brand impression.

    Facade advertising:  Facade advertising stands for huge size ads that are displayed on the exterior side of the malls. They are displayed usually to catch the eyes of the passer by who are crossing the mall in their cars or any other vehicle. These ads are of huge size and cover up a significant area of mall's exterior walls.

    What are the various formats of mall ads?

    • Kiosks
    • Banners
    • Posters
    • Digital screen
    • Scroll screens
    • Wall-Mounts
    • Lift Door ads
    • Escalator Wraps
    • Free-standing displays
    • Floor Graphics
    • Roof-hangings
    • Events and Exhibitions
    • Live Demos and sample distribution
    • Digital/static signage

    What is the cost of mall advertising?

    The cost of mall advertising depends on various factors such as:

    Location: The location of the mall is the key factor in deciding the rate of the mall ad. If the mall is located at prime location of any metro city like Delhi, Mumbai, Bangalore, Pune etc, the cost would be higher than in the malls of small towns and cities like Indore, Surat, Faridabad etc.

    Ad placement: Whether the ad will be displayed inside or outside the mall also determine the cost of the ad. An ad displayed at the ground floor and food court will be higher than the ad displayed on the second or third floor.

    Size and format: The dimensions of the ad and the format of the ad, whether the ad is digital or static, also determine the cost. The larger the size, higher would be the cost.

    Type of mall: Malls can also be divided in categories like Standard, Premium or Luxury mall. The cost of advertising varies in all the three categories. For instance, the mall advertising cost in Luxury mall like DLF Emporio, Vasant Kunj, New Delhi will be higher than the advertising in standard mall like Shipra Mall, Ghaziabad. 

    Advertising agency: different advertising agencies quote different cost for implementing mall advertising. As mall advertising fall under outdoor/ out-of-home advertising, one can pick the advertising agency that has expertise in outdoor advertising.

    MyHoardings outdoor advertising agency specializes in outdoor advertising. The agency has tie ups with various malls in metro cities as well as developing cities across India. MyHoardings helps the clients to get the best locations and ad site at competitive rates in the mall of their choice.

    For more information on mall advertising contact