Shopping Center Marketing with CTV
CTV ads don’t just push sales online - they can affect consumer behavior across the purchasing spectrum. As more viewers tune into streaming networks for everything from local news, to sports, to entertainment, brick-and-mortar retailers are scrambling to add CTV advertising to their marketing channel mix. With laser-targeted geo-location and a 97% VTR (View Through Rate), this strategy is increasingly effective in driving foot traffic to department stores and shopping centers across the country.
CTV Encourages In-Store Shopping
While consumers have quickly adopted an omni-channel approach to shopping, data supports that most shoppers still prefer an in-store buying experience. Over 40% of consumers make at least one in-store purchase per week, and over 60% want to see a product in person before buying. This data is excellent news for malls that rely on foot traffic. But how are shopping centers funnel customers to their location?
CTV advertising provides unique video marketing opportunities to encourage in-store shopping. Malls use these three content strategies to boost foot traffic and improve brick-and-mortar sales:
- Prominent placement of scannable QR codes connects viewers with directions to the shopping center, store directories, and exclusive discount deals
- Interactive ads that allow shoppers to swipe through store options and sales flyers
- Consistent on-screen URLs that encourage instant sign-up for loyalty programs or special mall events
Capture Customers Where They Are
In-store promotion campaigns can only succeed when marketed to their most relevant audiences, which is why shopping malls need to get ads in front of shoppers near their location. CTV ad platforms offer selective audience targeting filters, supported by digital data.
Every digital device has a unique IP address. When subscribers stream content from their connected devices, CTV records the locational data to provide a tailored audience for retailers. Shopping centers can leverage this information to target consumers within a specific town, zip code, or neighborhood. In addition, malls can assess how far shoppers are willing to travel to buy their favorite items and serve ads within that distance. For example, if shopping centers want to attract buyers within 30 miles of their location, they can select ZIP codes within that distance as an audience filter for their CTV ads. Then their videos will only be shown to connected devices within 30 miles.
In addition to geo-targeting, shopping malls set a digital boundary to pull in local customers. This strategy is called geofencing and effectively generates on-the-spot foot traffic and pulls shoppers away from competitive malls. For example, a shopping center can create a digital barrier around the parking lot and building of a competitive brick-and-mortar. Then, whenever a connected device is recorded entering that boundary, they will be served a CTV ad promoting the alternate shopping destination. As a result, malls can stay front of mind with consumers, even when they are shopping elsewhere.