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Macerich pitches mall advertising as a way to reach shoppers offline
Macerich says out-of-home ads in its malls help brands capture consumers in environments where they are actively engaged, and that mall media remains underused within OOH advertising.
Macerich says shopping malls are evolving into more than retail venues, creating a potential boost for advertisers seeking in-person engagement. Petra Maruca, the REIT’s senior vice president of business development, told REIT.com that Gen Z is increasingly looking for authentic offline experiences and gathering places, often referred to as “third spaces,” and that these settings can strengthen the impact of out-of-home advertising.
Maruca said out-of-home advertising can outperform digital feeds by reaching consumers in environments where they are already engaged with the physical world. She also argued that despite these conditions, mall media is still an underutilized channel within the broader out-of-home advertising market.
Macerich is working to expand that role through its Macerich Media Network, which it says helps brands maximize campaign effectiveness. The company pointed to added restaurants and entertainment at its properties, including Din Tai Fung, describing it as an interactive option that encourages customers to take and share photos.
The interview also framed the mall shift as a response to the digital and AI era, with Macerich saying its properties are delivering “counterprogramming” for socially native guests who prioritize real experiences. The REIT added that Millennials and Gen X together represent about 50% of all household spending, and that its property upgrades are intended to keep delivering retail experiences for those buyers.