Because it's closest to the shop shelf!
If you are a retail product owner, you should be working backward from the shop shelf when planning your marketing.
Consider this. If you have a customer in your store, you let them know what products are on promotion by using signage. Similarly, if you have a potential customer passing your shop window, you let them know by using your shop window to communicate. But what about the rest of the mall?
You are already paying a big rental to have your store in the mall. This mall space gives you access to the many potential customers that frequent the mall every day... but does everyone that walks through the mall walk past your shop window? If they do, do they notice your shop window?
By advertising in the mall, you get to extend your shop window throughout the mall, you get to maximize your rental investment by ensuring that more people actually in the mall - with cash in hand and ready to buy - know about your promotions.
There are many advertising spaces in the mall that are available to you... such as digital screens, static posters, escalator branding, hanging banners, etc. These mediums cater to a wide range of budgets and there are cost-effective options to cater to all budgets.
You might say that you want to advertise outside of the mall to get people to know your product, but by skipping the mall space are you missing a huge opportunity?
With each step back from the shop-shelf you go, the relevance of your marketing message diminishes. Only mall advertising allows someone that sees your advert to buy the advertised product there and then. (unless you have an online business and you advertise online.)
But that's the point when it comes to advertising; the mall shouldn't be an either/or decision. The mall should form a critical part of your overall marketing and advertising strategy. This is your opportunity to follow through from online and above the line, through OOH, and right up to the point of purchase...
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