Introduction  

Thousands of Filipinos flock to shopping malls in the Philippines, so it is a logical business move to bring your advertising campaigns inside these retail establishments. When you place an ad inside malls, you take advantage of the high foot traffic, consumer mindset, and the proximity of your store to potential customers. Hopefully, this will help increase your leads and convert them into actual buyers of your products and services. 

Want to learn more about mall ads? This article by Outcomm will show you the reasons why mall advertising is an indispensable part of your strategy, as well as provide you with tips on how to make your campaigns more effective.

What Is Mall Advertising?  

Mall advertising is a type of out-of-home (OOH) advertising where your brand buys a placement in shopping malls and similar retail outlets. Mallgoers see these ads everywhere, including the facade of the building, entrance and exit points, in kiosks, display boxes, along escalators, and in wayfinding signs.

The size and types of mall ads are just as wide-ranging — you can put a placard-sized ad in the escalator or place a billboard-sized display in the entrance in either printed or digital formats, whichever you deem best to catch your target audience’s attention.

Why You Should Choose the Mall As the Location for Your Next Brand Campaign  

Including mall ads in your strategy is a clever campaign move for the following compelling reasons:

Significant Foot Traffic

Hundreds of thousands of Filipinos go to malls daily, and especially on the weekends, so you’re automatically dipping into a significant number of potential leads. This foot traffic advantage malls present would only increase in the future as more retail establishments are built nationwide. 

Of course, as much as you would want to grab the attention of the majority of the people visiting the malls, you can only expect to resonate with a few choice demographics. The key here is to determine which group of people you will target and form a strategic plan to capture the attention of this selected demographic. Our tips in the later section will provide you with guidance on how to narrow down your target.

High-Potential Consumer Mindset

For naysayers, advertising in shopping centers may seem too obvious, but marketing agencies have long discovered that this strategy is actually clever because it appeals to a consumer mindset. People visiting malls are generally there to make a purchase. Well, it’s also a fact that many Filipinos visit shopping centers to “window-shop,” but convince them enough, and even they will be persuaded to buy your products since they’re already near the items.

You can further take advantage of the consumer mindset by influencing mallgoers’ decision-making. If they’re already spending money, potential buyers seeing an ad for a limited sale or location-exclusive deals may create a sense of urgency, convincing them to make a purchase.

Practical Ad Locations

Ad locations for mall billboards and other types of advertisements are often practical because many people can see them. If you are placing a billboard on the building’s facade, for instance, people entering the mall will see it. You also have a captive audience among commuters riding an elevated train that passes by the building and pedestrians walking along the footbridge near the establishment. 

Placing an ad near escalators and elevators in the form of digital boxes also makes your brand hard to ignore. Malls, moreover, have numerous wayfinding signs that you can incorporate into your promotions. 

Increased Brand Recall

Repetition and ubiquity reinforce brand recall, and the mall is an excellent place where you can leverage both for your business. For instance, you can spread your promotions across digital box displays located in strategic areas throughout the mall. If placed in strategic locations, these ads can help your brand stick in the average mallgoer’s memory. 

If you are selling food, placing your ads near escalators so hungry people can easily see them is one way to bring customers to your store. It’s easier because of the so-called consumer mindset we discussed previously.

More Seasonal Ad Opportunities

Malls dress up for the seasons, and you can take advantage of this makeover by placing a relevant ad. If you are selling discounted stationery products in time for December, you can design your advertisement materials to be coherent with a mall’s festive look during that month. You can also take advantage of the mall’s periodic sales, when more buyers are expected to come because of the lower prices.

Tips To Make Your Mall Ads Effective  

While malls are a prime location for advertising your brand in the Philippines, you are competing with so many other brands. Use the tips below to stand out from the rest:

Use Sensory Stimulation

Ads become more memorable when they stimulate the senses. You can appeal to the sight by displaying a dynamic ad with lots of colors or appeal to the touch by including a sample texture of your product that passersby can pinch or punch. A mini-game or a quick quiz displayed on a digital screen at eye level is also effective in lengthening the public’s engagement with your ad, increasing the chances of your brand being remembered.

Employ Scarcity Tactics

People who are already in purchasing mode may find limited offers and exclusive sales irresistible. After all, they’re already in the mall, and they have money to spare, so why not take advantage of this sale right now before the stocks run out? You can maximize the effect of this tactic by timing your ads with the sales season, when more people with a consumer mindset are bound to visit the shopping center.

Study Customer Trajectories

What part of the day do customers spend the most money? Which product sells the most in what season? Does the number of buyers showing up in your shop in a specific period reflect an upward trend? By studying what previous customers have done in the context of the season, hour of the day, mall events, and other influencing factors, you can craft an ad that resonates with these micro moments and hopefully, nudge your audience to purchase more from your brand.

Utilize Price Anchoring

Displaying your products at the storefront also requires strategic planning, so the customers will buy what you want them to buy. For instance, if you want to sell out a discounted toy, try placing it alongside more expensive toys to highlight the potential savings of the item on sale. The similar the products, the better, as it conveys that the customer can get a similar value for a lower price.

Conclusion

Mall advertising in the Philippines is one of the most effective out-of-home media channels for encouraging your audience to make a purchase. The location of the advertisement, how it imprints itself on the mind of passersby, and tactics that create a sense of urgency and a once-in-a-lifetime buying experience are elements that you can combine to create compelling mall ads that drive results.
Once you have successfully crafted a message that resonates with your target audience, be sure to contact trusted advertising agencies to secure the best-value ad spots for your creation. At Outcomm, we can help you. Contact us today, and let’s collaborate on making your mall ad campaign a success!