Outdoor has the ability to target the consumer repeatedly on their way to the point of purchase, but what is even more interesting is its potential for targeting the consumer at the actual place where they make the buying decision and choose one brand over another—the mall itself!

In an outdoor advertising article in Advertising Age, América Central y El Caribe, Magda Tabora, director of commercial advertising in Honduras, says that, "among other advantages of external media, it has as a valuable role of complementing campaigns that are placed in other media, reinforcing the message and encouraging top-of-mind, especially when they function as the final impact received before purchase." She also notes that "outdoor advertising allows brands to reach hard to reach consumers such as young adults and working people who spend much time out of their home and have less time to watch TV or read newspapers."

The options in a Latin American mall are endless, including the parking ticket given at the entrance, mall billboards, backlights, light poles in the parking lot, internal and external mall murals, escalators, elevators, stairs, food court, bathrooms, holiday sponsorships, etc. A high percentage of visitors confirm seeing mall advertising in all shapes and forms and 76% state that they enjoy seeing advertising at the mall.

According to Reynaldo Conte, CEO of Starcom Panama, beyond the possibilities of innovation, the medium has great ability to generate a strong visual impact, which in turn facilitates the identification of the brand and allows you to issue informational messages in a flexible and adaptable form.

Most importantly, outdoor advertising is proving that it is a medium that can be used not only for branding, but also for promotional campaigns of specific products from major brands. This is causing budgets to grow and migrate to this out-of-the-box medium.

For effective ways to advertise in malls, please contact your US Media Consulting Representative at 305-772-5500.

Source:Advertising Age, America Central y El Caribe- 6th edition-October-November 2009