Nielsen Media Research’s new study finds that 65 percent of mall traffic views the Smart Screens in the Adspace Digital Mall Network, up from 47 per cent as seen in the same study done in April 2007. Overall impressions increased 30 per cent compared to 2007.

Adspace attributes the increase in viewing to a number of improvements made over the last two years. More engaging editorial content was rolled out in response to extensive consumer research. In addition to the Today’s Top Ten programme, which highlights the best deals in the mall that day, the network has added “Essentials”, a collection of seasonal items, and newly launched “Trend Alert”, which showcases the must-have trends of the season. “The content has always been a key differentiator for Adspace,” Mr. Ketcham continued. “We have conducted a significant amount of research to understand the mall shoppers, and give them programming that captures their attention.”

Adspace has also significantly increased the caliber of its advertisers including strong participation from Hollywood studios, consumer packaged goods brands and telecommunications companies.

The Nielsen study shows commercial awareness increasing dramatically among total mall visitors. Ads from Sony Pictures, Claritin, Olay and Estée Lauder were tested and the average awareness score increased 44 percent compared to 2007.

The new study also brings to light improvement in CPMs. With impressions increasing 30 percent, the network’s cost per thousand viewers declines from $4.89 to $3.76 for people age 12+, based on the current rate card.

Further, the study measured the audience metrics recommended by the Outdoor Video Advertising Bureau : Adspace generates 4.9 impressions per viewer, and 3.2 impressions per average mall visitor, representing a 49 percent increase versus the 2007 Nielsen study.