6 Pros and Cons of Shopping Mall Advertising

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A woman shopping in the mall.

Advertisements are everywhere these days, and you’ll need to choose the right locations to spread your brand’s messages to make the most of your marketing budget. While advertising on the freeway or outdoors via billboard ads can be effective, you could be doing your marketing campaign a disservice by not taking advantage of shopping mall advertising.

Not sure whether shopping mall advertising is right for your brand or budget? Today, let’s break down six pros and cons of shopping mall advertising one by one.

Benefits of Shopping Mall Advertising

Shopping mall advertising comes with several important advantages which make it an attractive choice compared to advertising in stadiums, on billboards hanging over freeways, and in other locations.

Highly Effective for Foot Traffic Conversions

For starters, shopping malls by definition have a lot of foot traffic. Thousands of people pass through them every day. Some shopping malls, like those in Las Vegas, may even see millions of people each day.

All that foot traffic represents potential eyeballs in front of your ads. Therefore, shopping mall advertising can be very effective if you want to convert people on the street or in the malls to paying customers, subscribers, or even website visitors.

Few advertisements are as effective in this light. Foot traffic conversions can be difficult to cultivate, especially since many people don’t pay too much attention to the ads they pass. But shopping mall advertising is different because so many people pass by the advertisements. It’s just a numbers game; out of thousands of people, at least a few will be intrigued enough to check out your brand.


In addition, shopping mall advertising can be highly cost-effective. Depending on the types of ads you place and where you place them, you could spend less on shopping mall ads (both static and digital) compared to other ads like billboard advertisements.

Again, since each ad in a shopping mall will potentially see thousands of impressions per day, you get more bang for your marketing buck by placing a few of these advertisements than you would by placing many more ads in low-traffic locations no one visits.

If your marketing goal is to simply expose as many people to your brand as possible, shopping mall ads could be the best way to do that.

Higher Recall Than Online/Social Media Ads

Due to their location, and the fact that shopping mall patrons are already in a shopping mindset, many shopping mall advertisements have a higher recall rate compared to online or social media ads.

It’s all a matter of state of mind. When people go online, they try to ignore advertisements so they can get the information or entertainment they want. But when people patronize shopping malls, they are already in the mood to buy stuff.

Therefore, people who see shopping mall advertisements may recall them more easily. Or they may be more inspired to convert into customers or check out a site than otherwise.

Ad Targeting Options

Lastly, many shopping mall ads can be tailored or targeted to different demographics or target audiences. For example, you can create a generalized advertisement template, then modify or customize the advertisement to different:

  • Shopping malls depending on their states
  • Groups of people depending on the ad’s content or text
  • And so on

This is especially true with digital ads, which are more present in modern shopping malls than they were previously.

Downsides to Shopping Mall Advertising

All that said, some shopping mall ads face certain downsides or disadvantages you should keep in mind.

Have to Be Designed Perfectly

For starters, shopping mall ads have to be designed perfectly and be as compelling as possible. Just like many other out-of-home media options, shopping mall ads have only a few seconds to drive conversions or stick in the minds of their viewers.

Therefore, your shopping mall ads must be:

  • Streamlined and to the point
  • Highly compelling and converting
  • Visually engaging and memorable despite being simple

Crowded Marketing Environment

In addition, shopping mall advertising is an inherently crowded marketing environment. Your ads will be competing with the advertisements of many other brands, some of which could even be in the same industry or niche as your business.

In other words, your shopping will advertisements need to be the absolute best in your marketing repertoire. A subpar shopping mall ad is less likely to drive business than a subpar ad in other locations.

All in all, shopping mall advertising has many more benefits than it does downsides. To that end, you should consider implementing shopping mall ads in your next marketing campaign. Just be sure you pick the right mall for your ads based on its average foot traffic, ad cost, and the kinds of people who frequent the mall to get the best bang for your buck!

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