September 30, 2011, New York – Data from a new Millward Brown Optimor Study, commissioned by Adspace Networks, showed that four major brands saw a 36 percent increase in brand purchase interest after their ads appeared on the company’s in-mall video advertising network on a four week schedule.

Millward Brown Optimor, the leading global research agency specializing in brand valuation and brand strategy research, worked with Adspace Digital Mall Network to quantify the ROI of advertising on the network in terms of brand equity uplift and its impact on consumers’ intent to purchase participating brands’ products.

Adspace looked at four leading national brands in the automotive, candy, condiment, and retail categories. Each one was measured on its “brand contribution to purchase interest,” which is a Millward Brown Optimor metric using multiple purchase attributes (such as “fun” or “offers good value”) and the brand’s role in each. On average, pre-campaign brand contribution (those who had no exposure to Adspace advertising) averaged 22 percent. Post-campaign brand contribution (after exposure to Adspace advertising) jumped on average to 30 percent. Millward Brown Optimor’s calculation of “uplift” – meaning the impact of Adspace on the brand – translated to an average net gain of 8 percentage points, or 36 percent.

“This is our first study using a respected third party research firm to measure how our medium impacts overall brand strength”, said Bill Ketcham, executive vice president and chief marketing officer, Adspace Networks. “We’ve always known we communicate well with our mall visitors, and that they are in a positive mindset and receptive to our advertising, but we’ve never been able to prove our impact on brand equity, and how efficiently we deliver it.”

The average return on every dollar of advertising invested was $4.02-the actual ROIs measured ranged from $2.17 to $8.76, and varied based on the size of the companies and earnings related to brand.

“The results of this study indicate an increase not only in the short-term sales potential but also in the long-term revenue potential that comes from building overall consumer perceptions of the brand,” said Mario Simon, managing director of Millward Brown Optimor. “Therefore, advertising on this network offers return for brands regardless of whether they do or do not sell products in the mall environment.”

Methodology:

Interviews were conducted in two Adspace Malls: Westfield Garden State Plaza in Paramus, NJ (Sq Ft: 2,400,000; 4 Week Traffic: 1,435,000; 27 Smart Screens) and Westfield Fashion Square in Sherman Oaks, Calif. (Sq Ft: 850,000; 4 Week Traffic: 1,189,000; 20 Smart Screens)

The interviews took place in both malls pre-advertising exposure and post advertising exposure on brand attributes, purchase consideration, and brand affinity to determine if advertising on Adspace Digital Mall Network was able to generate a lift on these key factors.

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 129 Class A malls across the United States, the network consists of 1,727, 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 117 million affluent consumers (source: Scarborough) each month, 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 Millward Brown Optimor

Millward Brown Optimor (www.millwardbrown.com/mboptimor) is the global brand strategy and financial consulting practice of Millward Brown, part of Kantar, WPP’s insight division. The company is dedicated to igniting growth for its clients and their businesses through transformative brand and market strategies.