Video Advertising in Malls Increases Ad Recall and Purchase Intent, Study Finds

Aug. 9, 2004 -- A recent survey of 1,400 mall shoppers on the East and West coasts found that video advertising increased ad recall and purchase intent for advertised brands among mall shoppers. The survey, commissioned by AdSpace Networks Inc. and conducted by Arbitron, compared responses from shoppers exiting malls with displays versus those at nearby malls using traditional advertising media. Questions focused on advertising recall and purchase intent. Additionally, those exiting the malls were classified as to whether they confirmed seeing digital advertisements. The surveys were conducted in April 2004 and surveyed shoppers in a variety of demographic age groups.Results SummaryIncreased Ad Recall vs. Control GroupAutomobile Manufacturer: + 236%Specialty Retailer: +156%Video Game Publisher: +144%Consumer Electronics Company: +88%Increased Purchase Intent vs. Control GroupSpecialty Retailer: +40%Consumer Electronics Company: +111%National Retailer: +40%Shoppers exposed to video displays had significantly greater recall and purchase intent. Mall patrons were 1.56 times more likely to recall advertising for a specific specialty retail store chain after viewing the displays, and subsequently, 40 percent more likely to purchase from that chain.AdSpace Networks Inc., owner and operator of the CoolSign Mall Network, commissioned the study to demonstrate the marketing effectiveness of "non-traditional" out-of-home advertising. The study measured ad recall and purchase intent across a variety of lifestyle brands including an automotive manufacturer, electronic device manufacturer, electronic game manufacturer, national department store, health food store and television network."We looked at ad recall and purchase intent among mall visitors and found that full-motion digital displays drive stronger customer awareness and purchase impact at point of sale," said Pierre Bouvard, president, New Ventures, Arbitron Inc. "Based on the study's findings, we believe that digital media technology is a valuable new addition to out-of-home advertising, especially in malls where audiences are actively consuming and responsive to targeted advertising messages."By August 2004, CoolSign displays will be deployed in 23 malls across the U.S., with 40 total by the end of the year. To date, nearly 2,000 CoolSign displays have been installed in department stores, movie theaters, casinos, chain stores, airports and shopping malls.

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