2009 will see more advertisers in shopping centres

We've seen the strip mall format's popularity increasing in certain areas but it's still the traditional anything-you-want-in-one-place shopping mall which remains king for those wanting to top-up the empty cupboards, grab a meal and have hours of entertainment at the same time. Advertisers are not getting great value in strip malls because a consumer will generally only go into one retail outlet with a defined shopping list in mind - they get in, buy what they need and get out.

Completely different picture

For advertisers which are in the shopping centre space, it's a completely different picture. If your campaign is correctly packaged, a brand will dominate a certain area or space with no competitor brands in the immediate vicinity.

We see a great deal of advertisers in the cosmetic, cellular, vehicles and consumable markets repeatedly advertising in malls because they're getting a solid return on investment. What is interesting to note is that financial clients are moving more of their spend into the mall and we foresee more of this trend moving into 2009.

Shopping behaviour is also changing as we see more and more digital formats making its way into malls, aiding the consumer in having a stress free a shopping trip as possible. For example, Primall recently launched its Touch Screen Directories into high-end areas, complete with movie clips and animation. These are 46-inch portrait-positioned, full LCD high definition plasma screen TVs which allow consumers to search for a store, product or brand name and be easily directed to that point.

The Touch Screen Directories have been very well-received as consumers are able to directly interact with retailers to get more product information or even book a test drive with a vehicle manufacturer - the 'one stop shop' is taking on a whole new meaning!

Video wall

More innovation heading our way in 2009 is a Sony Video Wall concept which we'll be rolling out, as well as a dedicated Activation division, to really engage consumers and allow advertisers to fully dominate a key area in any specific mall/s. These will allow for advertisers to run a dedicated geographic campaign or target its market nationally during a campaign drive.

We saw it in the latter half of 2008, and throughout 2009, foot count will continue to increase in malls across the country and there seems to be no slowing down as many new centres continue to be built and existing centres are receiving upgrades and facelifts. In Gauteng, Eastgate, Hyde Park and Sandton City are malls currently undergoing major refurbishments, with Norwood Mall, Balfour Park and Cavendish already sporting a new look.