Simon Brand Ventures has partnered with outdoor ad company Lamar Advertising Co. to put billboards outside Simon Property Group’s 296 malls.
The static billboards will match each mall’s architecture and sit in high-traffic areas on the perimeter of mall properties. First boards will be installed this summer.
Indianapolis-based Simon is pushing its malls as an alternative to broadcast advertising. Simon had Arbitron audit its malls as an advertising medium last year, then hired Arbitron and Scarborough to set metrics for the shopping center industry to give media planners data on reach among different demographic groups and frequency of ad exposure.
Baton Rouge, LA-based Lamar is the third-largest outdoor ad company in the U.S., with 153 offices in 43 states.
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