Ninety Percent of Shoppers Polled Notice Adspace's Smart Screens
Posted on: Monday, 14 September 2009, 08:36 CDT
NEW YORK, Sept. 14 /PRNewswire/ -- Ninety percent of American shoppers notice Adspace Digital Mall Network's Smart Screens located throughout 105 Class-A malls nationwide, said a study released today.
The findings also demonstrate that of that 90 percent who noticed the Smart Screens, 74 percent recalled viewing them, and of those viewers, 35 percent recalled viewing the "Today's Top Ten" features. These features, Adspace's editorial content, highlight the Adspace Personal Shoppers' hand-selected ten best sales throughout the mall. Further, a full 18 percent of those shoppers made a purchase in the past month based on the information they saw on the screens.
As the leader in in-mall digital advertising, Adspace has 1,400 Smart Screens nationwide that display both advertising and editorial content. For this study, Adspace worked with General Growth Properties, the network's largest mall partner, to query a panel of their mall club members. Via an online survey fielded by Insight Express, shoppers were asked to recall the screens' content including the "Today's Top Ten" features.
"We are constantly fielding research with mall shoppers to understand what network content they will find most engaging on the Smart Screens during their trip to the malls," said William Ketcham, executive vice president and chief marketing officer, Adspace Networks. "We know from prior research that sale information is the highest rated content, and found it particularly encouraging in this most recent study that 95 percent of all respondents felt that sale information is 'extremely important' or 'very important,' with very little variation among age or gender groups."
Adspace has developed unique technology to deliver the "Today's Top Ten" features, using a database of sale items to automatically populate the 12-second spots.
"Producing more than 1,000, 12-second spots each week isn't practical, or scalable," Mr. Ketcham continued, "Our patent-pending technology is critical to optimizing the consumer experience."
Other key findings include:
- New sources of sale information are gaining traction, particularly among young females age 13-24. Digital screens in malls are used by 27 percent of women 13-24 for sale information and are rapidly approaching the level of newspapers and magazines at 33 percent each.
- Shoppers were asked what retailers they want to see in the "Today's Top Ten" features on the Smart Screens and Macy's, Victoria's Secret, J.C. Penney, Gap and American Eagle were the most popular stores.
How the study was conducted
Adspace Networks engaged Insight Express to interview a total of 978 General Growth Properties' mall club members across 34 geographically dispersed malls in June 2009. Each had visited their local GGP mall at least twice in the past 30 days. Panelists were queried via email to take an online survey about their recent shopping experience.
About Adspace Networks, Inc.
Adspace Networks, Inc. (www.adspacenetworks.com) owns and operates the Adspace Digital Mall Network, the largest in-mall digital billboard network in the country. Currently located throughout more than 100 Class A malls across the United States, the network consists of 1,400, eight and nine-foot-tall plasma screens- called "Smart Screens." The Smart Screens display show programming which combines a mix of the top ten sale items in the mall, the hottest seasonal items available, mall events, and local and national advertising. The network reaches over 100 million affluent (source: Directory of Major Malls(R)) consumers each month, and is particularly effective at reaching teens, young adults, and women. Adspace is also a charter member of the Out-of-Home Video Advertising Bureau (OVAB), an organization that will help provide standards and best practices for the burgeoning out-of-home video advertising industry.
CONTACT: Anne Donohoe/Charlotte Maumus KCSA Strategic Communications 212.896.1261 / 212.896.1269 adonohoe@kcsa.com / cmaumus@kcsa.comSOURCE Adspace Networks, Inc.
Source: PR Newswire
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