Arbitron to Measure Advertising Awareness in Shopping Malls

Published on: 2015-02-05

MarketWatch has a press release saying that:

Arbitron Inc. announced today that EYE, the mall media specialist, has signed an agreement with Arbitron Custom Research to measure the effectiveness of mall-based advertisements and the psychographics of EYE mall shoppers.

Arbitron will conduct on-site mall surveys in multiple markets across the United States. This study will be comprised of two parts: adult and teen. The adult study will evaluate the effectiveness of EYE advertising based on demographic information as well as specific questions concerning shopping behavior, shopper segmentation and advertising appeal.

The exit interviews conducted with teenagers will develop Teen Shopper Profiles. In addition to the components of the adult survey, the Teen Shopper Profiles will include media usage, consumer category attitudes and intentions and advertising effectiveness specifically for teens.

Our take:

Arbitron has done studies for digital signage systems in malls before -- most notably for AdSpace, but also, we think, for Publicis's OnSpot network. Their project-specific analysis is different from the generalized media metrics that the now-cancelled Nielsen out-of-home project promised, and given the attention that digital OOH continues to receive, we expect that more networks will be interested in such services.

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