In a mall advertising first, a publisher is turning to Adspace Digital Mall Network to promote a new release. For four weeks, Thomas Fitzsimmons' new crime novel, City of Fire, will be displayed in a 15-second spot on Adspace's digital billboards in 105 malls nationwide.
The publisher, Forge Books Mass Market Original, a Macmillan imprint, chose the ad venue for its proximity to major booksellers that anchor major malls. While total consumer spending may be down, traffic in large, enclosed malls was up 4 percent in February, according to Shopper Trak.
"The campaign is a great complement to the promotions using front-of-store visibility and floor display placement in bookstores located in participating malls," said Kyle Avery, spokesperson for Forge Books.
Each of Adspace's malls has on average 14, 8-foot tall enclosures featuring 65-inch plasma screens. Current advertisers on the network include Verizon and MTV.