USA TouchPoints And Adspace Partner For First-of-its-kind Examination Of "The Mall Shopper"

The analysis of the mall shopper will look at emotion, activities,as well as the role that in-mall media can play in the media plan, especially along the path to purchase to deliver contextually relevant messages at key moments of receptivity.

NEW YORK, June 18, 2012 -- Adspace Networks and USA TouchPoints have partnered for an in-depth study on the mall shopper and the importance of the "in-mall experience" in consumers' lives.


USA TouchPoints was developed by Media Behavior Institute and is relied upon by major media agencies, media owners and others as a channel planning and consumer insights tool.

"The Adspace Digital Mall Network is a powerful mass medium and we engaged with USA TouchPoints to further examine the 'life context' of the mall shopping experience," said Bill Ketcham, executive vice president and CMO, Adspace Networks. "Our main objective of the study is to capture and bring to life consumers' mindset and receptivity to media exposure."

The analysis of the mall shopper will look at emotion, activities (i.e. why they are in the mall:socializing)(i.e. why they are in the mall:personal care)(i.e. why they are in the mall:shopping)(i.e. why they are in the mall:etc) as well as the role that in-mall media can play in the media plan, especially along the path to purchase to deliver contextually relevant messages at key moments of receptivity.

Upon completion of the study, Adspace will have a better composite of its audiences based on emotion, mood and activities during in-mall occasions.

"USA TouchPoints is unique in being able to deliver an understanding of the emotions and moods of consumers in the context of where they are, what they're doing, who they're with and which media they are using or are exposed to," said Jim Spaeth, CEO of Media Behavior Institute. "As a result this analysis will go deeper than ever before in revealing mall-shopper mindsets and help advertisers better understand how to frame their messaging to achieve higher levels of engagement."

DATA SOURCE:

This analysis will be based on the USA TouchPoints 2012 data. Two thousand electronic diaries, each providing data gathered over ten days which encompasses where people are, what they're doing, who they're with, how they feel and which media they are using or are exposed to. The data for this analysis is drawn from a nationally representative sample of adults 18-64 and findings are nationally projectable.

About Adspace Networks, Inc.

Adspace Networks, Inc. ( www.adspacenetworks.com ) owns and operates the Adspace Digital Mall Network, the largest in-mall digital network in the country. Currently located throughout 140 Class A malls across the United States, the network consists of 1,878, eight and nine-foot-tall plasma screens called "Smart Screens." The Smart Screen displays show programming which combines a mix of the top ten sale items in the mall, the hottest seasonal items available, mall events, and local and national advertising. The network reaches 34 million unique individuals each month (source:Scarborough), and is particularly effective at reaching teens, young adults, and women. Adspace is also a charter member of the Digital Place-based Advertisings Association (DPAA), an organization that is helping to provide standards and best practices for the burgeoning video advertising industry.

About Media Behavior Institute

Media Behavior Institute is an independent research company with minority equity positions held by Nielsen and GfK MRI. The company focuses on highly consumer-centric "day-in-the-life" research to enable better-informed media and marketing decision-making, product and service development strategies and more. USA TouchPoints is the company's syndicated consumer insights and cross-platform media measurement service. For more information, please email Mike Bloxham at mike@mediabehavior.com or visit mediabehavior.com .

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