News

Study: digital signs in malls drive purchases

March 5, 2007

NEW YORK — Adspace Networks Inc. released data from a mall intercept study that found 17 percent of women and 10 percent of the general mall population made a purchase based on the sale items they saw promoted on the digital signage network during their trip to the mall.

The Adspace Mall Network, which owns and operates screens in 45 shopping malls in the United States, runs programming called "Today's Top Ten," featuring promotional spots submitted by retailers in the mall. Those spots are interspersed with a six-minute loop of local and national advertising.

The mall intercept study surveyed 400 people, male and female, age 13 and older, balanced to replicate the average national mall shopping population. The study was conducted in the Westfield Trumbull Shopping Center in Trumbull, Conn., where Adspace Networks has 15 screens.

Other key findings include:

• 75 percent of women noticed the screen while 52 percent of women age 18-54 looked at it; 46 percent of all mall visitors remembered specifically looking at the screens.
• When asked about advertising awareness, 36 percent of respondents remembered seeing an ad for Nintendo, and 23 percent of all respondents remembered seeing an ad for Gold Toe socks.
• An average of 56 percent of respondents said they were more likely go to malls with the Adspace Mall Network because of the screen content.