5 min read

How to Do Mall Advertising Right with Digital Signage?

Written by
Pavlo Fedykovych
Published on
December 30, 2022
May 29, 2024

Mall digital signage is an awesome way of customer communication. But if you’re operating a big shopping center you probably know that already. Screens allow you to reach the audience in a more powerful, direct way. Let’s take a look at mall advertising and see how you can level up your game with the help of digital signage in a mall.

Importance of a plan

It all starts with a plan. When you’re operating a shopping mall, in order to introduce any kind of marketing solution you’ve got to think carefully about all the nuts and bolts of how it will be used. Mall digital signage is such a solution and it requires preparation in order to deliver the best results. 

While on the surface it may sound quite simple, the devil is in the details. There will be screens. Screens will show a certain kind of content. That content will lead to better sales and improved communication. That’s how mall advertising sounds on paper. And it’s all that if you do it properly.

But there are several questions you’d need to address if you want your system to succeed. Here they are: 

- What kind of content are you going to run? 

- What digital signage software you’re using to show content?

- What screens will be deployed? 

- Where will you place the screens to maximize the delivery? 

- How will you improve the system to have a better outcome? 

Let’s go through each of these starting questions to have a better picture of how you can do the digital signage for shopping mall right.

What kind of content are you going to run?

Although this question doesn’t seem like a typical starter, it’s quintessential to get the answer from the very beginning of your digital signage journey. Why you should know exactly what you’re going to show? Because every single part of your digital signage network will be chosen according to the content needs. 

For example, if you’re planning to simply run an advertisement and have non-interactive wayfinding that’s one thing. But if your plan is to have interactive kiosks that have AR capabilities and a wayfinding map that can react to touch, that’s a whole different story. 

The second case requires more advance, more customized solutions. If you’re going with one provider and then realize in the middle of the road that it doesn’t support holograms. That kinda sucks. And you’re risking losing money in the process. 

So know well what kind of content you’re going to run. And choose the software accordingly.

What digital signage software you’re using to show content?

Software matters. Choosing the right one will ensure smooth operation and the stability of the whole system. Opting for the wrong one will slow down the process and make you lose money.

As shopping malls are complex spaces that require expertise from the operator of your digital signage, it’s important to keep that in mind when researching the solutions available.

Mall digital signage usually requires more powerful software, one capable of controlling hundreds of screens and delivering an impressive performance. It’s also important to look at the security of the provider, the access to support, and the frequency of updates. 

Kitcast is a cloud-based digital signage software for Apple TV. Many businesses worldwide use our application because it’s powerful and intuitive. We offer a free trial (without the credit card) for businesses to try out our capabilities and see if it suits their needs. 

To have mall digital signage with Kitcast you would only need: 

- A screen

- An Apple TV

- An app 

No matter how many screens you have, the software is created with performance and stability in mind and can easily control enterprise-level quantities.

What screens will be deployed?

Once you have an idea about the content that is going to be shown and the software that will control the network, it’s time to decide the screens you’re going to utilize. The shopping mall is a space where you impress the audience. The visual factor matters here and so does the quality of an image.

There are many screens on the market with different set of specifications and different degrees of performance they deliver. That’s why the choice of the screens is always individual to the venue they’re serving and the needs that should be addressed. 

We’ve got some tips for you, though. 

Check out our guide on choosing the best screens HERE.

Where will you place the screens to maximize the delivery?

Shopping malls can get really huge. Also, they can be small, wide, rounded, multilevel, etc. That’s why when placing screens on your premises you should think carefully about where the displays will be and what results you can get out of it. 

For example, if you’re using mall digital signage for wayfinding, the board with a digital map should be placed immediately upon entry in a way that intuitively leads people to interact with it. If it is placed in the corner, or if its location is out of the usual way, then such a board will not be able to fulfill its main purpose and you’ll lose the whole point of introducing it in the first place. 

Placing screens in all the right places is an art in itself. The great news is, you can always experiment here. However, not so good news is that remounting displays will devour your money and time. So try to think strategically before locating a screen and make sure that it fulfills its purpose straight away from day one.

How will you improve the system to have a better outcome?

So you’ve done everything right. The system is running smoothly, you’ve chosen good software and the screens are where they are supposed to be. Mall digital signage doesn’t stop there. 

The marketing landscape evolves constantly. Shopping malls shouldn’t always have a hand on the pulse of the newest advancements, coolest content types, and greatest new technologies. 

It’s essential to look at mall advertising with screens like a dynamic rather than a static system, one that you should always be ready to improve. That’s why we were saying that choosing adaptable software is extremely important. The tool you’re using should be able to evolve with your marketing strategy. 

When you have 1000+ screens on the premises, it takes a lot of effort and attention to make sure that you’re getting the best results out of such a complex solution. Make sure to monitor the outcomes of digital signage operations, get feedback from the visitors, keep track of what works and what doesn’t and be always prepared to adapt and change. These are the recipes for success in mall digital signage.

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