Mall Group Takes To Doing Its Own Advertising Pitch

October 10, 2012 by Dave Haynes

We’ve been doing some work with a shopping mall group lately, and paying attention to how commercial property groups approach advertising in their malls. In most cases, out of home media companies just get the concession and do all the marketing, sales and execution.

So it was interesting to see a Google display ad this morning for General Growth Properties, advertising its own Mall Advertising Network in 150 malls across most of the US.

The partners in this network include Zoom and CBS Outdoor, but this is GGP taking the lead in trying to generate media placement and special events buys.

GGP is based in Chicago and has malls like the  Ala Moana Center (Honolulu), Tyson’s Galleria (Washington D.C.), Glendale Galleria (Los Angeles) and Water Tower Place (Chicago).

This is not totally unusual, and mall groups like Simon have even at some points fully marketed their own digital network, but the much more typical path is to see the concessions to digital networks and the mainstream  OOH guys.