Location data fuels mall giant Simon’s new pitch to advertisers
Simon Property Group, one of the largest mall operators in the U.S., has more to sell advertisers on than its existing network of almost 4,000 digital screens. That includes location data from shoppers who use its Wi-Fi networks.
Simon Property Group, a leading U.S. mall operator, is seeking new avenues to entice advertisers. In addition to its extensive network of over 4,000 digital screens, the company now offers location data from shoppers utilizing its Wi-Fi networks. Simon recently unveiled its Simon Media Network, a retail media platform designed to help brands reach consumers across its nearly 200 shopping centers.
The new venture promises to deliver valuable insights based on visitation, transaction, and consumer engagement data. This marks a departure from Simon's previous advertising efforts, as it now allows brands to target shoppers not only within its own malls but also in other environments. The company's innovative measurement capabilities are built upon its extensive consumer data, providing advertisers with a more comprehensive understanding of their target audience.
With annual revenue of $6.4 billion, as reported in its shareholder annual report, Simon Property Group is positioning itself as a formidable player in the retail media landscape. By leveraging its unique blend of physical and digital assets, the company aims to create more personalized and effective advertising experiences for consumers. For the latest updates on the evolving relationship between traditional and digital retail, readers can sign up for Modern Retail newsletters.
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