In-Mall Digital Advertising

In 2006, Adspace Networks expanded its Adspace Mall Network to include a number of malls in the Dallas area. The Adspace Mall Network was a national network of digital displays called Smart Screens located throughout forty-five upscale shopping malls in fourteen top market areas across the country. The digital advertising network featured programming called Today's Top Ten, which showcased a mall's top ten sales items that week. Each week, retailers in the mall competed to be featured on the screens by submitting their best deals including original prices and total savings. Adspace chose the ten best deals, then produced each one into a twelve-second spot. Each week, ten featured specials ran in a six-minute loop of local and national advertising and mall events.

How Advancements in Technology have Helped Malls

1. Omni-Channel Experience: Malls are integrating online and offline experiences, such as buy online pick-up in-store services, which increase convenience for shoppers.
2. Mobile Apps: Many malls have developed apps that provide store directories, special promotions, and even parking assistance.
3. Interactive Kiosks: These allow shoppers to access information, get directions, and sometimes even place orders for products or services.
4. Augmented Reality (AR): AR has been used in retail stores within malls to provide virtual fitting rooms and to visualize products in different colors, sizes, or styles.
5. Data Analytics: Malls and retailers can use data analytics to understand shopper behavior and preferences better, enabling more effective marketing and product offerings.
6. WiFi Access: Providing free WiFi helps to attract and retain shoppers. It can also be used to track customer behavior in the mall and push relevant offers and promotions to customers.
7. Electronic Payment Systems: The widespread availability of electronic payments, including mobile payments, has made transactions quicker and easier for customers.