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AdSpace: Mall Advertising Influences Purchase Decisions
Ten percent of men and 17 percent of women have made a purchase during a mall visit based on advertising they saw on a smartscreen video ad display while shopping, according to a new study from AdSpace Networks, a company that offers in-mall video advertising.
About 70 percent of all shoppers noticed the screens, and 50 percent recalled the video content, the report says (via MediaPost).
In-store media garnered a total $18.6 billion of spending in 2005, according to the In-Store Marketing Institute. As the in-store medium grows, companies such as Nielsen are looking to provide much-needed metrics that help advertisers better understand how consumers are influenced by media when they are in stores and making final purchase decisions.