As advertising increasingly infiltrates our daily lives, so does the technology to avoid it.  Many consumers pay additional costs to avoid ads during their entertainment— from Pandora One to DVR to OnDemand to Netflix—the options are limitless. The newest I’ve heard of is AdTrap—which eliminates those pesky online ads completely.

Despite being in the advertising industry, I take the precautionary steps to avoid as many commercials as possible. I personally have a DVR, a Netflix account, HBO, OnDemand, and Amazon Prime (2 day free shipping—Yes, Please!) For those few shows that I am committed enough to watch live, I still wait about 20 minutes before starting, so that I can fast-forward through the commercials. There is just something so satisfying about getting the timing perfect (Hint: 16 minutes will generally get you to the end of an hour-long-episode without having to sit through a single ad).

These devices and services are challenging marketers to find new ways to communicate their messaging to an audience that is open to listening. This can be done especially well with place-based video. Place-based video allows the same sight, sound and motion available through a television commercial, but serves it up in a relevant and positive environment . . . specifically, the mall environment. Research shows that consumers are in a positive state of mind—they want to be there—and are in a buying frame of mind, with their wallets open. Cue your ad . . . no blockers, no fast-forwarding, and no evasions.

Shoppers look to Adspace’s screens for information in the mall. We provide shopper-centric content including the best deals in the mall, mall hours, events, and the top trends. A survey we conducted showed that shoppers also consume our advertising as content. 49% of Adults 18-54 consider movie trailers as content that is very appealing. Additionally, 44% want to see ads from retailers in the mall on the screens. Those hard to reach Millennials (unicorns) find advertising in malls more interesting than those pictured on TV, Internet, or Magazines. Why? It’s common sense—consumers are open to messaging in the mall because they are prepared to buy.  In that mindset, a shopper may be influenced to buy a new pair of boots from Macy’s after seeing them pictured on the screens (it’s Fall after all).

So what’s the point? Escape the clutter and don’t let consumers escape your message—go place-based video.