Simon Malls Tailor Ads to Passersby

By Nov 10, 2005

Simon Property Group has installed interactive, digital signage in and around two malls in Atlanta and Westminster, CA. The signs pick up FM radio signals in passing cars and tailor the ad’s message to the demographics of the radio station that’s playing. The signs also give passers by text codes to request more information via cell phone. Simon calls it “outdoor narrowcasting.”

The venture includes digital wall signage, entrance marquees and freestanding signs that will be seen by 19 million-plus shoppers each month. Content will tout mall-specific brands, retailers and events; the signs are also part of the malls’ Amber Alert missing-child notification programs.

Smart Sign Media and LED Partners VI manage the signs. Management consultancy Accenture oversees the venture via its Media & Entertainment division for Indianapolis-based Simon.

“Marketers are already finding that reaching consumers at the point of purchase offers more flexibility and has an impact that more traditional advertising mediums can’t match. We believe that the outdoor digital experience will provide them with a compelling new option,” said Simon CMO Stewart Stockdale in a statement.