Not every shopping center will serve your campaign equally well, even within the same city. Two properties can differ substantially in who shops there, how long they stay, and which formats are actually available, so choosing the right one is worth as much attention as choosing the format itself.
This article sets out the criteria that matter most when comparing malls for an advertising campaign, and how to weigh them against your goal and budget.
Start with your customer, not the property
Before comparing malls, be clear about who you are trying to reach and what you want them to do. A property that is ideal for a campaign aimed at families with young children may be the wrong choice for a campaign aimed at young professionals, even if both are large, busy centers.
This step prevents choosing a mall on size or prestige alone, which is a common mistake when the goal has not been defined clearly first.
Compare tenant mix and anchor stores
Anchor tenants and the overall store mix say more about who actually shops at a property than its size does. A center anchored by value retailers draws a different shopper than one anchored by upscale department stores, and your creative and offer should match that audience.
- Anchor stores and their general price positioning
- Balance of national chains versus local and specialty tenants
- Presence of categories relevant to your product or service
Look at traffic, not just square footage
A larger mall is not automatically a busier one. Ask for reported annual visits or footfall data where available, and factor in dwell time, since a property where shoppers linger longer gives a static placement more chances to be seen.
If traffic figures are not published, ask about anchor performance and parking utilisation as a proxy, or request a site visit during a typical weekday and weekend to see the pattern firsthand.
Check which formats are actually available
The ideal placement on paper is only useful if it is available in your timeframe. Digital screens, prime entrance banners, and center court space are often booked well in advance, particularly around holiday periods.
- Ask for current availability across formats, not just one
- Confirm lead time for production and installation
- Consider a secondary property if your first choice is fully booked
Consider proximity to your own location
If your goal includes driving foot traffic to a specific store or office, proximity between the mall and your location matters more than the mall's overall size. A smaller, closer property often outperforms a larger, distant one for this kind of campaign.
Weighing multiple properties against one budget
If your budget allows only one property, choose the one that best matches your audience and goal, even if a larger property has more prestige. If it allows several, prioritise properties that reach different parts of your trade area rather than duplicating the same audience twice.
Frequently Asked Questions
Is a bigger mall always the better choice?
No. Audience fit, traffic patterns, and proximity to your business usually matter more than a property's overall size.
How do I find out how busy a mall actually is?
Ask for reported annual visits or footfall data, or request a site visit during a typical weekday and weekend.
Should I choose a mall close to my business or one with more traffic?
It depends on your goal. Proximity matters most if you want foot traffic to a specific location; overall traffic matters more for pure brand recognition.
What if my preferred format is not available at the mall I want?
Ask about a comparable format at the same property or consider a nearby property with similar audience characteristics.
MallAds.com is a division of Sullivan Media, Inc. We have spent more than 20 years placing brands inside America's shopping centers and along the roads that lead to them, with access to advertising in over 1,700 malls plus billboard placements nationwide. Tell us your market, audience, and budget and we will build the plan around them.