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Buyers who purchase media in malls and shopping centers have a new way to understand the value of their ads and promotions with the launch of a new audience metric, according to Scarborough Research and Arbitron.
The two companies have announced The Scarborough Mall Shopper Audience data metric, which they say provides more precise measurements of the American mall shopper, writes Radio Ink. When incorporated into a reach and frequency model, it can provide better evaluation of shopping venues as part of the overall communications mix.
Malls are emerging as a critical marketing platform because of the ability to reach consumers who are not only in the buying mindset but who are also in close proximity to the point of purchase, says Alisa Joseph, vp of advertiser marketer services for Arbitron and Scarborough.
The new metric was developed by conducting personal interviews with decision makers at ad agencies to establish areas of need for mall measurements. Scarborough then tested a shopping center-centric reach and frequency application that helped the company expand its multi-media local market syndicated study. The study now collects information on “past 7-day” shopping.
The 7-day shopping measurement supplements the “past 30-day” and “past 90-day” metrics already offered.
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