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Macerich highlights mall advertising as a new way to engage shoppers

Nareit reports Macerich said its out-of-home ads can capture consumers in physical environments where they are already engaged.

Reported · Written up by our desk · REITs

Macerich is positioning mall advertising as an opportunity to engage consumers on the path to purchase, according to Nareit. The REIT’s Petra Maruca, senior vice president of business development at Macerich, said advertisers can use Macerich spaces to create real-time consumer engagement.

Nareit reports Maruca argued that out-of-home advertising can be more effective than competing for attention in crowded digital feeds, because it reaches people while they are actively interacting with their surroundings.

Maruca also said that despite these conditions, mall media remains an underused channel within the broader out-of-home advertising market, and Macerich is working to expand that role.

Nareit said the discussion focused on how malls increasingly function as third spaces for consumers, particularly for Gen Z, and the importance of quality malls to retail brand strategies.

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