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Sales and traffic in retail stores have been lethargic as a humid summer day during the third quarter. That, along with the limp economy, might sound like a bad sign for out-of-home networks in malls, especially since the back-to-school period is second only to the fourth-quarter holiday season in terms of advertiser demand. But some networks are showing healthy—sometimes even double-digit—revenue growth. If the momentum continues into the fourth quarter, total 2009 revenue for mall networks could wind up 50 percent ahead of last year.
Adspace reported a 50 percent hike in mall ad revenue in July and August with a spike of 85 percent in September, according to Bill Ketcham, the company’s evp and CMO.
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