The shopping mall was originally conceived of as a community center where people would converge for shopping, cultural activity, and social interaction. As the popularity of shopping super-centers grew, media companies and advertisers all-too-quickly jumped at the opportunity to get in front of these high-traffic audiences with their branded content. Mall-wide advertising generated a new source of revenue for mall owners which has only increased as the connected world paves the path for high-tech digital displays in the shopping mall.
Digital displays in shopping malls and open air retail centers are used to create impressions and influence the buying behavior of shoppers. The real advantage of digital is that the displays can show multiple rotating ads in the same space. This preserves the aesthetics of the mall, without the advertisements becoming too overbearing.
The newest displays are touch-enabled wayfinding tools. With this form of direct interaction, advertisers can leverage high-impact touch points on consumers and engage in a new ways.