Maybe it's just me, but does anyone actually pay attention to advertising displays at the mall? I ask because a great deal of companies happen to think we do and spend tons of cash trying to entice us. Recently, Adspace Networks Inc., owner of the largest in- mall digital advertising network in the country, announced the expansion of its Adspace Mall Network to include the North Point, Southlake, and Cumberland Malls in the Atlanta market.
A press release from the company said that the digital advertising network features programming called “Today’s Top Ten,” which showcases a mall’s top 10 sales items each week. Retailers in the mall compete to be featured on the screens by submitting their best deals including original prices and total savings, then Adspace chooses the 10 best deals and produces each one into a 12-second spot, which is free to retailers. Each week, there are typically 10-featured specials running in a six-minute loop of local and national advertising and mall events. This sounds like a pretty cool idea to me. But it doesn't matter how great of an idea it is if no one is paying attention.
Evidently, the company debuted the Adspace Mall Network--a national network of digital displays called “Smart Screens” located throughout 45 upscale shopping malls in 14 top DMAs across the United States--in the Atlanta market on Black Friday. Well I braved North Point Mall in search of deals on Black Friday and didn't notice anything new or different. Maybe I was too busy elbowing my ways through the throng of rabid shoppers to notice. Then again, maybe it just isn't noticeable because consumers have learned to "tune out" most of the stuff being thrown at them to avoid constant bombardment. Do consumers ignore displays the way they ignore a TV or radio on in the background at home? If so, how much are they really ignoring and how much is seeping through?
So I'll ask again: What good do digital displays do if no one bats an eye? And, how do you really measure the effectiveness of at-retail media? Most importantly, how do you get consumers to start paying attention? Come on! The Diva wants to know!
--Jessie Bove

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