Table-top advertising in the food court is coming to malls around America thanks to Clear Channel Communications Inc.’s outdoor unit, complete with see-through trays so no opportunity to view the message will be squandered.
Clear Channel Outdoor is working with Los Angeles-based Creatable Media Inc., which came up with the concept, to distribute the advertising and get it into as many malls as possible. Leading mall operators like Simon Property Group Inc. and Westfield Group are involved, and the advertisements are already in high-traffic shopping areas like Woodbury Commons near New York and Westside Pavilion in Los Angeles.
The advertisements are set into tables under clear plastic screens, safe from doodlers and spilled ketchup. The space for the advertisement is three-quarters of an inch deep, allowing room to display objects such as T-shirts or mobile phones. Since diners spend an average of 32 minutes in the food court, according to Creatable, they will have plenty of time to take in the messages.