FOR IMMEDIATE RELEASE
CONTACT David Keating Sr. Director of Corporate Communications General Growth Properties, Inc. TEL 312.960.6325
LANDMARK STUDY EVALUATES MALL ADVERTISING FROM FLOOR TO CEILING
Traditional Advertising in Malls Builds Brands while New Interactive Media Provides Intense Experiences with Consumers
CHICAGO July 17, 2008 — General Growth Properties (NYSE: GGP) today unveiled the results of a landmark study designed to demonstrate how consumers relate to and experience advertising elements in their malls. These results were presented to agencies and advertisers at an exclusive and interactive GGP advertising event in New York City. The first-of-its-kind research was conducted by Arbitron Inc. and quantifies consumer engagement of 18 different types of mall based advertising and promotional vehicles. Arbitron conducted more than 1,900 interviews in four geographically diverse GGP malls across both peak and non-peak shopping periods. The interviews were designed to evaluate consumers’ behavior, engagement and recall with both traditional and interactive mall platforms. HIGHLIGHTS Traditional Media Builds Brand Recognition The study showed traditional media methods, especially in a saturation campaign, will help build a brand or deliver a short message to the maximum number of people. Banners, posters, and table tents reinforce messaging and encourage greater recall. Seventy-five percent of consumers recalled a campaign that was delivered via banners, table tents and window clings. Interactive Media Develops Relationships Interactive media platforms work well to communicate more complex messages and offer consumers more intense experiences with products. Seventy-eight percent of consumers who attended an interactive children’s event and 76 percent who attended a demonstration area felt they were more likely to remember the products promoted because it was a hands-on experience. Traditional and Interactive Media Drives Intent to Purchase Consumers’ experiences with a product in an interactive setting go a long way to encouraging use of that brand. Seventy-eight percent of consumers agreed they would be more likely to consider a brand after seeing it live in a demonstration area and 75 percent felt an interactive children’s event would persuade them to use a particular brand. To reference Case Study and Mall Media highlights from this landmark study, click on www.ggpbrandexposure.com.
2008 Mall Media July XX, 2007 Implications
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Some clear-cut trends emerged from the data. Traditional media, such as banners and standing posters placed throughout the mall, is particularly effective at solidly planting a brand in the consciousness of consumers. Advertisers looking to raise or reinforce overall brand awareness among the masses should utilize traditional mall advertising. The strength of interactive mall media such as demonstration areas and special branded events lay in their ability to create a deep, one-on-one connection with consumers. Advertisers looking to launch a new product or simply change people’s deep-seeded perceptions of a brand should invest in interactive mall media. Two of the most successful mall-based ad campaigns measured for this project combined both traditional and interactive media. A major national credit card company used banners, standing posters, table tents and window clings to influence consumer spending habits within the mall. Three-quarters (75 percent) of shoppers exiting the mall that day recalled seeing promotions for that credit card company’s featured program. Another company launching a new video game system used banners, standing posters and floor decals to direct interested parties to a demonstration area where they could play the video games. Close to 6 out of 10 (59 percent) shoppers recalled seeing promotions for the game system in the mall that day. Attractiveness of Measured Advertising Elements Compared to Other Media Media such as this catches your attention more than other types of advertisements beyond the mall Measured Media Interactive Demonstration Area Educational Event Kids Event Vehicle Display - Valet Soft Seating Interactive Digital Play Area Holiday Display Traditional Floor Decals Digital Static Media Backlit Posters Murals Standing Posters Banners Window Clings Table tents Percent Agreed 89 84 83 78 73 64 53 47 65 65 54 46 39 33 33 21
2008 Mall Media July XX, 2007
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General Findings Forty-three percent of consumers visit the mall at least once a week. Eighty percent visit at least once per month. The time spent in the mall averaged 1 hour and 52 minutes. Sixty-two percent visited the food court. How this study was conducted This study was conducted in four malls, one each in Seattle, Dallas, Atlanta and Boston. Each mall had two samples and two surveys. The first survey was administered to shoppers in the immediate proximity of advertising. Shoppers were asked specific questions about one particular advertisement or event to measure their awareness, engagement and acceptance of the particular advertising medium. The second survey was conducted as exit interviews for consumers exiting the malls. Shoppers were asked to recall advertisers or campaigns as they relate to specific advertising combinations. About Arbitron Arbitron Inc. is a media and marketing research firm serving radio broadcasters, cable companies, advertisers, advertising agencies and outdoor advertising companies. Arbitron’s core businesses are measuring network and local market radio audiences across the United States; surveying the retail, media and product patterns of local market consumers; and providing application software used for analyzing media audience and marketing information data. The Company has developed the Portable People MeterTM, a new technology for media and marketing research. Through its Scarborough Research joint venture with The Nielsen Company, Arbitron also provides media and marketing research services to the broadcast television, newspaper and online industries. Arbitron’s marketing and business units are supported by its research and technology organization, located in Columbia, Maryland. Its executive offices are located in New York City. About General Growth Properties, Inc. General Growth Properties, Inc. is one of the largest U.S.-based publicly traded Real Estate Investment Trusts (REIT). The Company currently has ownership interest in, or management responsibility for, over 200 regional shopping malls in 44 states, as well as ownership in planned community developments and commercial office building. General Growth’s international portfolio includes shopping centers in Brazil and Turkey. The Company’s portfolio totals approximately 200 million square feet of retail space and includes over 24,000 retail stores nationwide. The Company is listed on the New York Stock Exchange under the symbol GGP. For more information, please visit the Company website at http://www.ggp.com.