Nielsen Shows 24% Viewing Increase

Gail Chiasson, North American Editor

Adspace Digital Mall Network, the biggest digital place-based network in Nielsen’s Fourth Screen Network Audience Report, saw a real spike in viewership with 82% of all mall shoppers viewing its screens, up from 66% in 2011.

adspace_logoAdspace’s four-week reach increased to 25% of adults 18-49 in the network’s universe of 45 top DMAs when the Nielsen notice rate is applied to Scarborough mall visitor data. This is up from 21% two years earlier. Nationwide, Adspace reaches 16% of adults 18-49.

The Nielsen Fourth Screen Audience Report is the only quarterly, multiclient syndicated audience report for digital place-based networks. To be included, a network must conduct a Nielsen measurement study every two years. The 2013 results reflect Adspace’s first Nielsen study that fully integrates the 64 additional mall properties acquired by Adspace Networks from Access360’s Mallvision last summer, including 57 premiere Simon properties.

Amongst the strongest results in the study are Adspace’s powerful ad recall numbers. Nielsen found that, when prompted, on average, 34.6% of shoppers who noticed the screens recalled a featured advertisement. This is a 4.% point increase from the previous study.

An example would be an ad for Samsung Galaxy, which drew a 26% unaided recall and a 38.3% aided recall. Others showed similar increases, eg. Charmin rose from 18.6% unaided recall to 27.5% aided recall.

“This research highlights our steady growth in reach, bolstered by the addition of the Simon mall properties that we folded into the network last year, through our acquisition of Mallvision,”
says Dominick Porco, chairman and CEO, Adspace Networks. “We are also encouraged by our increased ad awareness. Shoppers are becoming more familiar and interested with our content and are engaging with it at a higher rate than ever before.”

Driving engagement with the screens is the shopper-centric content running on the Adspace Digital Mall Network. The Adspace content includes:

  • Deal Breakers: A weekly program featuring the best sales and promotions in the mall;
  • Essentials: Seasonal, must have products;
  • Trend Alert: Highlights the latest trends in fashion, beauty, and accessories;
  • Editorial partnerships with Lucky Magazine: This includes style tips from Lucky editor, Lori Bergamotto, and behind-the-scenes video from cover shoots with celebrities.

Nielsen found that familiarity with each content category, on average, increased to 66.1% of viewers, nearly double the level of two years ago. Of those who are familiar with each content category, on average, 59.2% found it interesting or that it influenced a purchase. This is a 17% point increase from 2011.

“We rely on the Fourth Screen Report for an accurate snapshot of impressions delivered by each of the Nielsen-measured digital place-based networks,” says Joe Esposito, director, product operations, Spafax Networks. “Adspace is one of the most important players in the industry, and it is no surprise that they have repeatedly proven its scale and efficiency with the report.”

Adspace Digital Mall Networkis is currently located throughout 206 Class A malls across the U.S., with 2,824 HD ‘Smart Screens’ in three formats: 9’ ‘floor mounts’ in portrait format; 42”-to-63” ‘aerials’ in landscape format; and 8’-by-14’ foot ‘spectaculars” in landscape format. The network reaches 48 million unique individuals each month (source: Scarborough), and is particularly effective at reaching teens, young adults and women.

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