Insight: Malls offer a powerful forum for reaching a pre-targeted audience on a national or local basis.
Opinion: The mall has become a center for restaurants, entertainment and family leisure time but many marketers still overlook the power of entertainment-driven marketing at malls.
Fact: Teens are a crucial audience for malls. They're the most influential audience of the future for major brands, but many malls have tried to chase them away as loiterers.
Forecast: On-site marketing at malls will be the next wave of direct marketing. But it's more powerful because mall shoppers arrive in a purchase-friendly mood.
Watch for: More advertising agencies to pour research and expertise into mall marketing.
Tip: Malls are like casinos. The more time people spend in them, the more the house wins.