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AdSpace Digital Mall Network is hoping to put mall advertising on the same playing field as TV and radio advertising by introducing new audience metrics.
Instead of basing Nielsen’s On Location viewing estimates on traffic counts provided by mall operators, AdSpace is advocating a new metrics model using Scarborough Research’s mall visit estimates as the base.
Since Scarborough reports the number of people visiting malls and frequency of visits, buyers and planners would for the first time have reach and frequency estimates to evaluate mall advertising inventory.
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