Buying mall advertising for the first time can feel opaque compared with a self-service digital platform, because there is no public rate card and no button that says buy now. That does not make it complicated, it just means the process runs through a small number of clear steps.
This guide sets out those steps in order, from picking a property to seeing your creative go live, so you know what to expect and what to ask for at each stage.
Step one: define the audience and goal first
Before looking at any property, decide what the campaign needs to do. Building name recognition in a new market calls for a different placement and flight length than driving foot traffic to a store opening next month.
Write this down in one or two sentences. It will shape every decision that follows, including which mall you choose and which format makes sense.
Step two: shortlist properties
Identify malls that serve your target trade area, then narrow the list using anchor tenants, traffic levels, and available inventory. If you are advertising regionally, this may mean several properties rather than one.
- List malls within your realistic trade area
- Check anchor tenants and general shopper profile
- Note any properties that already carry similar advertisers
Step three: choose a format
Formats range from static kiosks and banners to digital screens, column wraps, and directory listings. Static formats suit a fixed message and lower budget, while digital formats suit changing offers or multi-market campaigns run from one system.
If you are unsure, ask for a walkthrough of the property or photographs of each placement type in context, so you can judge sightlines and dwell time rather than choosing from a spec sheet alone.
Step four: get a quote and confirm availability
Mall advertising inventory is limited and turns over on a schedule, so availability, not price alone, often decides timing. Ask for current rates, minimum flight length, and the earliest available start date for each format you are considering.
Request quotes across more than one property if your goal allows it. Comparing options side by side is the fastest way to see where your budget goes furthest.
Step five: production and approval
Once a placement is booked, artwork must meet the property's size and file specifications, and most malls require design approval before printing or installation. Build at least a week into your timeline for revisions and sign-off, more if the property has a longer review process.
- Confirm exact dimensions and file format before designing
- Submit artwork early enough to allow for one revision round
- Get written confirmation of the install date
Step six: install, verify, and track
Ask for photographic proof of installation, particularly if you are not local to the property. Once live, track whatever response signal is available to you, such as a dedicated phone number, a QR code, or a noticeable change in local foot traffic and sales.
Frequently Asked Questions
How long does it take to buy mall advertising?
From first enquiry to going live typically takes two to six weeks, depending on format, artwork approval, and installation scheduling.
Do I need a design agency to create the artwork?
Not necessarily. Many placements use straightforward layouts that an in-house designer or freelancer can produce to the property's specifications.
What is the minimum flight length for mall advertising?
This varies by property and format, but many placements start at one month, with longer flights typically priced more efficiently.
Can I book more than one mall at once?
Yes, and doing so through a single media partner usually simplifies contracts, billing, and creative coordination across properties.
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.