Tuesday, April 29, 2008

Using Shuttered Store Windows For Digital Ads

When people look in windows, they expect to see things.

-Marc Feldman, VP/new business development at Developers Diversified Realty (DDR)

Feldman is referring to his mall company's conversion of vacant store windows into "high-tech digital ad displays." With the bad economy leading to over 2,000 store closings, malls have many windows that could go dark. To keep a bright feeling, Feldman's firm is allowing WindowGain, a Massachussetts company, to use the store vacancies to create "a new ad medium that's considerably less depressing than soap-covered windows or 'This space could be yours!' banners."

In Sarah Mahoney, "Marketers Turn Vacant Storefronts In Mall Into Ad Venues," Mediapost Marketing Daily News, April 29, 2008.

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