Advertiser: Major Footwear Brand

Timing: November – December 2023

KPI: Store Visits

Results: 76.6% lift in foot fall

Out-of-home and digital out-of-home are well known upper funnel catalysts, immensely effective at driving brand and product awareness. The impact on lower funnel metrics, from foot fall to purchase, however, may be underestimated. Until now.

Lightbox partnered with InMarket to measure incremental lift in store visits to retailers that carry a footwear Advertiser’s products. The methodology leveraged MAIDs supplied by programmatic partner Place Exchange, along with permission-based SDK location data to track store visitation by consumers exposed to the campaign on the Lightbox network. The study reported an incredible 77% lift in foot traffic, outperforming the retail norm of 26%.

This deterministic study is just the latest addition to Lightbox’s arsenal of measurement solutions, helping to meet the demands of Advertisers to provide outcome-based results.

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The American mall is alive and well, as evidenced by Lightbox venues seeing record traffic in 2023, and continuing into January 2024. MotionWorks reports 2.8 billion annual visits to our network of shopping destinations last year which translates to a +47% increase over pre-pandemic 2019 and a +31% increase over 2022. What’s behind this growth? Here are a few key factors, ranging from a shift in consumer behavior to a reimagining of the traditional mall experience.

Gen Z Loves Malls 

Teens have historically been tied to mall culture, and the broader Gen Z is no exception. Contrary to expectations, this tech-savvy generation continues to appreciate the social aspects of malls. For them – 73% of whom have visited the mall at least once in the past month according to a 2023 ICSC study – it’s a hub for shared experiences with friends outside of school and each other’s homes.

Here they’ll hang, grab food, hit the entertainment options, and of course, shop. A ICSC also reports that nearly all (97%) shop in physical stores, with many showing off their purchases in the pervasive “Mall Haul” TikToks or YouTube videos. Malls therefore play an undeniable role in youths’ social lives, both IRL and online.

Suburban Resurgence

Beyond Gen Z, Millennials are playing a pivotal role in the modern mall. The pandemic’s byproduct of remote work flexibility has driven this generation to accelerate its migration to the ‘burbs, with 45% of Millennials expecting to buy a home outside of big cities according to Bank of America. The evolving landscape of American living finds malls (more and more of which have grocery, fitness clubs, upscale dining, and even residential buildings) once again at the heart of communities, serving as one-stop lifestyle destinations.

Physical Retail Expansion

Retailers are adapting to this migration pattern and are following suit, leading to a transformation of the suburban mall’s tenant mix. Millennial e-commerce faves like Mizzen + Main, Everlane and Rothy’s have all opened brick-and-mortar stores in the past year, joining other DTC brands like Warby Parker, Glossier and All Birds, in catering to consumers’ omni-channel approach to shopping. 

Other retailers with once limited locations are going all-in on expansion. Primark only entered the US market in 2015, but it’s aiming for 60 locations by its 10th anniversary. Japanese retailer Uniqlo will add 20 new locations this year alone to double its North American presence.

Shopping as Entertainment

Store openings alone are not enough to attract visits. Businesses are going beyond mere transactions to create fully immersive environments. Now, consumers can ‘Sip & Shop,’ imbibing while they stroll Tysons Corner; get a makeup tutorial at Sephora; custom design kicks with Nike’s interactive displays; or get a refresher on their iPhone shortcuts via a class at the Apple store.

From cutting-edge technology to pop-up events, malls and their retail tenants are creating experiential spaces that engage and captivate visitors, turning shopping into a larger entertainment experience.

A True Entertainment Destination

As engaging as retail stores may be, consumers are also flocking to malls for true entertainment. The infusion of options, such as movie theaters, arcades, and recreational facilities, has transformed malls into comprehensive entertainment centers. Parents now have options beyond animal scooters to delight the kids: Hot Wheel Experience, Candytopia, Bungee Zone, and Museum of Illusions are just a few tenants that are attracting scores of families, among others, for a fun-filled day out.

This is only the beginning of malls’ ongoing evolution, driven by demographic shifts and subsequent demands for new retail and entertainment experiences. As malls continue to adapt and innovate, they are redefining their role in American society and being embraced as vibrant spaces that resonate with the diverse needs of today’s consumers. 

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As Lightbox continues to diversify its content mix with the most relevant, inspiring and actionable content, the network announces a partnership with AFAR media to showcase captivating travel content on its digital out-of-home (DOOH) video screens. This collaboration marks a blend of video reach in physical spaces with compelling travel storytelling, bringing the allure of diverse destinations directly to the heart of commercial retail spaces. 

This partnership marks AFAR’s entry into digital-out-of-home content distribution, expanding the brand’s reach to consumers beyond its highly popular website and social media channels. It is also Lightbox’s first partnership with a travel media brand, helping to further deliver service and inspiration to its audience of 55 million in malls nationwide. Shoppers will now be introduced to the beauty of locales near and far to help influence their next trip, as well as be guided with recommendations, tips and reviews from AFAR’s experts.

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Lightbox announces two key sales hires to help bolster the company’s continued growth. The new additions will help strengthen the organization’s leadership position in digital out-of-home media on the West Coast, as well as in national programmatic sales.

Constatine James, SVP West Coast Sales

Constantine James joins Lightbox as SVP West Coast Sales following a decade in global sales leadership at Twitter. During his tenure, CJ founded the Global Accounts practice for the Media & Entertainment industry, overseeing Twitter’s largest multinational client partnerships and driving strategic development for the vertical all around the world. Previously, CJ held various roles at MTV Networks Digital (now Paramount Media) and Zynga, helping to establish strong foundations for each company’s nascent-stage digital ads businesses.

Danny Orr, VP Programmatic

Danny Orr comes to Lightbox as VP Programmatic from GroupM, where he spent over a decade working across various programmatic teams including most recently overseeing the programmatic business for Novo Nordisk at Wavemaker. Danny’s previous experience also includes stints at Mindshare, Xaxis, as well as a few media start-ups. He joins the Lightbox team with a wealth of programmatic knowledge and will spearhead its programmatic growth. 

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Lightbox and Monster XP Form Strategic Partnership to Deliver Best-in-Class Window Front Media 

New York, April 18, 2023 – Lightbox, a leader in digital out-of-home video, announces a strategic partnership with Monster XP, a leader in digital and experiential activations, to bolster its burgeoning window front media product. Already a dominant media owner in retail destinations, Lightbox’s window front asset continues to propel the brand’s expansion into urban locations with street-level inventory in New York City, Los Angeles and other major markets. This partnership leverages Lightbox’s sales reach with Monster XP’s operational expertise to deliver a best-in-class media product.

Launched in 2021, Lightbox’s window front media employs LED panels to create massive video displays that overtake commercial real estate facades. In this partnership, Lightbox will lead sales efforts, while Monster XP will serve as the managed service partner for the hardware, installation and maintenance of window front campaigns. Monster XP’s extensive experience with interactive digital solutions will also be leveraged for custom advertising executions. Monster XP will input on Lightbox Studios’ creative ideas and service all back-end tech and functionality. This collaboration has already seen great success, recently earning a 2023 Obie Award for Creative Excellence from the OAAA for a Columbia Sportswear campaign.

“Lightbox has been working with Monster since the Fall and they’ve been instrumental in elevating our window front media,” says Kobi Wu, Lightbox’s SVP, Product Innovation and Strategy. “We have robust real estate inventory and expansive sales coverage, but we needed a reliable partner to actually transform the windows into media displays. Monster XP’s operational reputation is already well-known in the industry, and we’re thrilled that we’re able to leverage their expertise to deliver this in-demand product.”

John Payne, CEO of Monster XP adds “The combination of Lightbox’s trusted network and sales reach with our proven ability to execute is a no brainer. After pioneering the digital window front media category over a decade ago, we can’t wait to see how together Monster XP and Lightbox can deliver many more award-winning executions that connect brands and consumers.”

Lightbox’s window front media is the company’s latest product to bring digital video into the real world with can’t miss displays. It adds to the network’s 100% video portfolio, allowing advertisers to benefit from impressions delivered in high-traffic environments including retail centers, grocery stores, and city streets across the country.

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The State of In-Store Retail 2023:

For the past year, economists and consumers alike have been bracing for a global recession. A pandemic and the resulting inflationary woes have affected all business sectors, with the retail industry positioned to take a significant hit. But despite the fears of an economic downturn – fears which appear to be waning by the day – brick-and-mortar retail is poised for solid growth. New store openings, enhanced shopping experiences, and increased traffic all signal in-store retail’s strength in 2023.

In-store Purchases Continue to Dominate 

The growth of e-commerce makes headlines, but the perception that online shopping dominates consumer behavior is grossly overinflated. While omnichannel shopping is now the norm, in-store purchases still make up 80% or more of all sales. More than half (54 percent) of U.S. consumers say they prefer stores to websites, according to a May 2022 report by the customer engagement platform Emarsys. And even if purchase is made online, a visit to a physical store is likely part of the journey; 76% of online shoppers visit a physical store before buying. Brands have responded by rapidly increasing their in-person presence, as evidenced by the surge of new store openings.

Retail Vacancies at Historic Lows

The biggest U.S. shopping mall owners say retailers are still forging ahead with their plans to open new stores in spite of recession fears. Simon Property Group, the country’s largest owner of shopping malls, reported an occupancy rate of 94.9%, up from 91.8% a year earlier.

Overall, retail vacancies in the U.S. reached a new low of 5.7% in Q4 2022, a level not seen since 2007. Currently, new store openings are outpacing closures at a rate of five to one, the largest net expansion in a decade.

DTC Evolves

Even direct-to-consumer (DTC) brands recognize the advantages of brick-and-mortar experiences, with more and more brands filling up these retail vacancies. Allbirds, Wayfair, Harry’s, Untuckit, and Everlane have all opened physical doors in recent years.

When it comes to location, DTC brands may have once pushed for Main Street retail space in dense, urban centers, but they’re increasingly moving to regional malls, says Amish Tolia, co-CEO and co-founder of Leap, a company that helps find and operate physical stores for digital-first companies. Simon Property Group is one developer working to capitalize on the DTC evolution, announcing a partnership with Leap in late 2022 to bring more DTC brands to its venues. 

Experience is Essential

Today, having an in-store presence requires more than just square footage. Experience is critical for drawing in shoppers and enticing them to return. 

Retailers need to provide something more than just a place to make a purchase – a global survey found that nearly 60% of consumers polled expect over half of retail space to be focused on experience rather than product. To remain competitive, retailers will need to shift their physical presence to surprise and delight rather than simply serve as end-of-funnel sales transactions. Whether it’s Sephora offering makeup application classes or Nike’s in-store sneaker customization studio, brands know that engaging with customers will require offerings beyond merchandising. 

Malls on the Rise

The good news around physical retail is certainly benefiting the state of malls. Placer.ai reports that in January 2023, indoor malls, open-air lifestyle centers and outlet malls saw YoY visit increases of 4.1%, 5.2% and 2.7% respectively. The wider trend of YoY uptick is significant because of economic headwinds. 

Lightbox has seen this rebound firsthand, with traffic to our network of malls hitting record highs. Full year 2022 traffic grew +21% over 2021, reflecting a recovery from the lingering pandemic. More impressively, 2022 traffic pulled ahead of pre-pandemic 2019 by +5%. The ongoing trends of store openings and enhanced experiences will only help draw even more audiences to our venues.

SOURCES:

• • PYMNTS, February 14, 2023: Surge of In-Store Shopping Triggers Rise in New Brick-and-Mortar Locations 

• • Retail Dive, November 22, 2023: Simon, Leap aim to bring more DTC brands to malls

• • Inc.: The Future of Retail Isn’t Direct-to-Consumer. How Brands Are Embracing Stores in 2023

• • The Future of Commerce, Retail trends 2023: Social commerce, personalization, omnichannel shine

• • Retail Dive, February 13, 2023: The beauty of building the in-store experience

• • Fashion Network: Experiential retail economy to reach tipping point in 2025

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WITH GOOD NEWS MOVEMENT PARTNERSHIP

New York, NY, January 31, 2023 – Lightbox, a leader in digital out-of-home video, and popular Instagram account Good News Movement have partnered to reach millions of consumers with uplifting video content in the real world. 

This collaboration showcases positive stories on Lightbox’s HD video screens in retail venues nationwide. In the form of 15 or 30 second videos with sound, Good News Movement (GNM) content will feature feel-good viral stories to deliver a boost of positivity to shopping audiences.

Started by journalist Michelle Figueroa, GNM is an online media platform dedicated toward populating news feeds with optimistic headlines and imagery. GNM has attracted over 4.6 million followers on Instagram, striking a chord with those seeking a remedy for the negativity common in mainstream media.

Lightbox is thrilled to broadcast GNM’s content within its creative rotation to brighten the mood of its retail venues with ultra brand-safe content and help advertisers promote their messaging to consumers in a hopeful mindset. GNM creative will be constantly refreshed on the network, highlighting its latest stories and maximizing engagement among audiences in high-traffic settings.

Lightbox’s integration with GNM is now live across Lightbox’s national network of shopping and lifestyle centers. Check out a video spot featured on the Lightbox network here, and give @goodnews_movement a follow for a daily dose of good news.

Press Contact

Zach Cohen

zach@lightboxooh.com

About Lightbox

Lightbox is a leading digital out-of-home video network that leverages technology and creativity to connect advertisers with 60 million consumers in the real world. The premium video network offers national scale with hyper-local execution via 4,800 can’t-miss screens in shopping environments and city street window fronts across the U.S. For more information: www.lightboxooh.com

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Any notion that malls are still in recovery mode was put to bed in 2022. Remnant memories of lockdowns and capacity limitations are now miles in the country’s rearview mirror, once again making malls a top destination for shopping and socializing. The Lightbox (LB) mall network followed suit throughout the year, with consumers visiting our retail venues at rates higher than pre-pandemic.

2022 Traffic 5% Higher Than 2019

Motionworks (formerly Intermx) reported that 2022 traffic to LB malls was stronger than ever, surpassing 2021 levels as well as pre-pandemic 2019. LB closed the year with mall traffic at +21% above YAG 2021 and +5% above 2019.

Traffic Swells in Top Markets

The Top 10 DMAs saw excellent mall traffic in 2022, exhibiting significant lifts compared to last year and 2019 (+28% and +5%, respectively).

The West Coast region led the pack, with Los Angeles traffic surpassing 2019 by +12% and San Francisco surpassing by +34%. Other top DMAs – like New York, Philadelphia, and Boston – also saw sizable traffic growth, ranging from +7% to +22% vs. 2019.

The Holiday Traffic Gift Keeps On Giving

Despite economic slowdowns, recession fears, and a myriad of severe weather conditions, 2022 LB Holiday traffic saw a healthy bump of +38% vs. 2022 Non-Holiday timing. Compared to past Holiday seasons, 2022 saw a +2% lift vs. YAG 2021 and a +9% lift vs. 2019.

Consistent with industry projections, 2022 Holiday shopping started early and ended later for LB shoppers, with inflation concerns driving consumers to get a head start on gift deals.

LB Holiday traffic began as early as the week of 10/3 and continued upwards through Cyber Monday – averaging an +8% lift week-over-week from 10/3 to 12/4 – with Cyber Monday week’s traffic +29% above 2021 and +30% above 2019. After peak Cyber Monday traffic, visitors slightly dipped but then continued ascending through Christmas.

Full Steam Ahead

Whether evaluating the top 10 markets, the holiday season or year-long averages, 2022’s record traffic to LB venues served as a strong indicator that Lightbox malls are filled with millions in audience, reachable through can’t-miss video advertising.

Sources: Motionworks. Mall traffic defined as total number of visitor visits who stayed at location for more than 15 mins for each visit, and excludes mall employees (defined as persons seen at the location for more than 4 days a week and spend more than 3 hours a day at location). Holiday & Non-Holiday Season definition: Holiday time period defined as Nov-Dec avg, Non-Holiday time period defined as Jan-Oct avg. Weather Source: NOAA (National Oceanic and Atmospheric Administration), Weather Nation

Press Contact

Zach Cohen
zach@lightboxooh.com

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Holiday shopping in malls has deep roots in American culture. Mall scenes from celebrated holiday movies, like Buddy’s first time using an escalator in Elf and Rowan Atkinson’s masterful gift wrapping in Love Actually, are still watched by millions every year. Many brands are well aware of the significance physical retail has during this peak season, and substantially up their advertising budgets to match. See why mall video advertising should be a priority for holiday media plans.

It’s an Omnichannel Retail World – But Offline Shopping Still Reigns

There’s no denying consumer behavior has evolved over the years, resulting in the “phygital” approach that drives how we currently shop. It’s no longer strictly in-store vs. online, but instead an understanding that consumers value both channels. In fact, an estimated 83% of Americans visited both physical outlets and online stores in the past 12 months.¹

Despite consumers embracing e-commerce, they still overwhelmingly do their holiday shopping in-store, with offline purchases comprising 81% of all spending.²

Malls Are The Venue of Choice for Holiday Shopping

When it comes to holiday shopping preferences, malls are the top physical shopping destination. The majority of consumers (62%) name malls as their preferred outlet for this key spending season³, likely due to the convenience of having a broad range of retailers accessible under one roof.

Why do consumers prefer the mall?^

     • 92% prefer seeing products in person before purchasing them

     • 84% appreciate quick returns

     • 81% want to get products quickly

Holiday Shopping Is Starting Earlier Than Ever

In 2021, pandemic by-products such as supply chain issues and shipping delays drove consumers to holiday shop earlier, with many retailers declaring October as the start to the Holiday season. With recent inflationary concerns, there is a continued increase in those who will get a head start: 1 in 3 Americans plan to shop for holiday even earlier than last year.

Retailers are preparing for the influx of early shoppers. Target announced “Deal Days” to kick-off in early October as well as starting its holiday price match guarantee on October 6th. Similar to last year, Macy’s holiday inventory will be rolled out in October, a full month earlier than it has historically.

Holiday Traffic Spikes in Lightbox Malls

Mall traffic lifts during the holiday season indicate a strong consumer interest in malls for holiday shopping. Nationally, Lightbox’s mall network sees a +26% increase to total audience (P13+) reach during the peak November and December months. 

This spike is also seen across key demos: 

Advertising During the Holidays Lifts Brand KPIs

Shopping venues are contextually-relevant environments for advertisers looking to connect with consumers in a discovery frame-of-mind. Especially during the holiday season, mallgoers are actively seeking inspiration for gifting ideas and are receptive to advertising that guides purchase decisions. Lightbox demonstrates the video network’s impact on consumer behavior with strong lifts across KPIs, from driving product purchase advertised on our screens to influencing online search for more information.

Check Off Your Holiday List with Mall Media

The question of whether physical retail still wields the same power during the holidays can be answered with a resounding yes. Even though many consumers employ an omni-channel approach to shopping, physical retail captures the majority of all purchases during the holiday season as well as every other season. And with consumers increasingly starting their holiday shopping earlier, advertisers should consider extending their flighting to meet their head starts. 

Brands who advertise in malls – and in particular, Lightbox’s network of retail centers – this holiday season can rest assured that their campaigns are as strategic and ROI-focused as ever.

Sources: ¹Sponsorpulse, ²Statista 2021, ³OAAA/OnDevice 2021 Holiday Shopping Study, ^MRI-Simmons How Consumers Are Adapting to the Evolving Retail Landscape 2022

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Given the challenges of the past few years, it would be reasonable to think malls would still be in recovery mode well into 2022. Retail centers weathered a series of obstacles starting with total closures in March 2020, capacity limitations as lockdowns lifted, and modified shopping experiences as the world navigated wave after wave of Covid variants. The ensuing aftershocks of supply chain issues, sky-high gas prices, and record inflation rates would have been enough to keep shoppers away from malls. Instead, consumers are flocking to our retail venues at levels higher than pre-pandemic.

1H 2022 Traffic 6% Higher Than 2019

For the first half of 2022, Motionworks (formerly Intermx) reports that traffic to Lightbox’s network of malls has fully bounced back from the toll of Covid – and then some. The 1H national average is 6% higher versus the same period in 2019. Monthly January through June figures have either met pre-pandemic levels or surpassed them by up to 11%.

Top DMAs Come Back Strong

While many top 10 markets saw sizable returns last year, only New York, Philadelphia, and Boston neared 90% for the first half of 2021. In contrast, 1H 2022 traffic among the top 10 DMAs exceeded 2019 by +6%, mirroring our national average.

The two major California markets of Los Angeles and San Francisco are particularly impressive considering their recovery in 2021 paced well behind other top DMAs, largely driven by the state’s long-lasting restrictions. Their 1H 2022 traffic surpassed 2019 by +12% and +28% respectively, a steep climb from -49% and -54% last year.

A Rising Tide

The traffic recovery is not unique to Lightbox’s network, with malls overall benefiting from steadily climbing traffic over the past year. Consistent with our network which started to see full recovery as early as March 2021, Placer.ai reports in their Mall Deep Dive – 2021 Yearly Review that malls started their healthy comeback last year. As evidenced by the 1H 2022 data, momentum has certainly continued to date, signaling a positive trajectory for the rest of the year.

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