Las Vegas Style In A Mall?

The one thing I don’t like about Las Vegas (and there is
only one thing) is all of the bright, flashing digital displays. You can’t take
two steps without being bombarded with a digital billboard telling you about
the hottest new tiger show in town. So, when I go to the mall, the last thing I
want in my face is shiny digital media.

Apparently, I’m in the minority on this one.

Westfield, one of the Europe’s largest shopping malls, is
oozing digital media from every pore, with more than 100 retailer advertising
screens, and one as large as 646-sq.-ft.

According to a recent article in the New York Times,
Westfield London is one of the first shopping centers to offer such a huge
amount of digital media, a la Vegas style. Yet, these digital billboards
are more fancy schmancy than traditional digital media. They are encased in sleek
pods made of Corian. Insert "ooohs and ahhhs" here. 

Retailers such as Tiffany & Co. think it’s a smashing
idea, and have signed up to have their digital images flying all over the
shopping mall.

Call me old-fashioned, but what about good ole’ static
billboards? You know something like Giorgio Armani’s billboard with David Beckham
in Emporio Armani underwear? Now, that would appeal to just about anyone.
There are no neon lights or moving images and yet, it’s a very effective
billboard. In fact, you can walk/drive/jog by it and not get hit with a case of
vertigo.

Malls are pretty busy places as it is, and adding digital
media seems like a bit too much. The New York Times article reports that
digital media companies are trying to lure luxury retailers into digital
billboards with the slant that digital is a more upscale advertising option. Clive
Punter, CEO of CBS Outdoor International, said
that spending on digital outdoor
ads has risen "at an annual rate of 40 percent in Britain." Not bad,
eh?

There are some definite benefits to digital media, such as advertisers’
ability to rotate a multitude of ads to maximize profits. And if retailers
want to change up their advertising messages, they can have different ads show
at different times of the day to meet particular demographics. As a consumer,
though, I find them slightly overdone and intrusive.

Give it to me straight people, is digital media the next big
thing in retailer advertising? Do we really want to bring Vegas to our local
shopping malls? Europe has and they are kind of smart…Weigh in with your
thoughts here.

 –Heather Strang

3 Comments

  1. A big flashing Las Vegas style sign doesn't say "upscale" to me, it says..well…..cheesy!
    And to think about the extra cost they are paying to run these signs. Sounds ridiculous to me.

  2. Becham looks good on static posters.

    But what would you say if he bent over and called you by name?

    What if he twiched winked and asked what you thoughts are on his stringy new undies?

    Marketing would like to know your comments?

    Well with the recently introduced rfid technologies.

    Credit cards companies that are integrating the RFID that can call up digital media content to run up specific ads of your preferene.

    It can even call you by name. The system can trigger a sensor in a window to interact in real time.

    Or advise your hotel or home of your arrival and distance via the new GPS systems

    This is not futuristic stuff it's debuting in every sector of technology.

    Researchers are just pounding heads looking for new doors to muli billion dollar markets

    Soo bye bye poster Boy! Sad to say but road side billboard days are numbered.

    Aumented reality glasses are on their way in and guess what? bye bye tv hello face book!

    Things change and come back with new twists
    Like holographic technology! It went dead for 120 years and now Cisco is heavy into it!

    Id's like to see the face on John Pepper.

    TC

    m

  3. Unfortunately, advertising in retail environments are getting worse. My wife hates being bombarded with different ad messages everytime she's at the mall. All shopping center developers have invested millions of dollars in human capital to pursue advertising and sponsorship revenue for their respective properties.

    All malls tout that their properties are the best place to target a demographic because 80% of buying decisions are made at the point of sale. I'm guilty of building this advertising/ ancillary revenue monster in the retail arena. While my profession helped pay our bills, my wife couldn't stand it when I put another car, poster or promotion inside her mall.

    I think advertising in malls is a good medium but, Las Vegas style may not be what we all had in mind.