The Marketer's Tool for Mall Advertising
1,077 shoppers. Six Cypriot malls. One question — does mall advertising actually move people through the funnel? Here's the data.
By the numbers.
The audience
behind the ads.
Combined entries across the six malls — the reach available to every campaign. Source: people-counting sensors installed at each mall.
What the survey revealed.
Six conclusions. One page. The findings that should reshape how brands think about the mall as a media channel.
Mall ads punch above their weight
31% of shoppers find out about promos from mall ads — second only to social media (45%) and bigger than roadside, TV, radio and print combined.
18–24s are the super-noticers
86% of young adults notice mall ads (vs 78% overall) and rate them more effective. The hardest demo to reach via TV is captive in the mall.
MOC and KAM lead, My Mall trails
Mall of Cyprus and Kings Avenue hit 84–85% noticing and top quality scores. My Mall sits at 71% noticing and at the bottom of every effectiveness metric.
KAM grabs attention but loses the sale
Kings Avenue scores #1 on attention and ad quality but #6 on action likelihood. Premium audience, weak call-to-action — a creative problem, not a media problem.
Discounts dominate. Everywhere.
48% of shoppers say pricing/discount offers are the content that appeals most — peaking at 67% in MOE and 63% in My Mall. Brand storytelling sits at 18%.
Corridors and entrances do all the hard work
64% of all noticed ads are in corridors (36%) or at the mall entrance (28%). Restrooms and parking together account for less than 8%.
Source: Mall Surveys 2026 · n=1,077
Six chapters.
Each chapter is a standalone read with charts and per-mall breakouts.
Ad noticing
Where ads land — and where they don't. By mall.
Audience profile
Who notices: gender, age, intent, dwell time, spend.
Ad effectiveness
Attention, quality, action, trust and recall.
Media ecosystem
How mall stacks up against TV, social, OOH.
Content preferences
What shoppers want to see on screen.
Visit frequency
Footfall reach by mall, per month.
Six malls.
Ad-noticing rate (Q8)0% of shoppers say they're likely to take action after seeing a mall ad — and 0% say it boosts their trust in the brand.
See full effectiveness dataMethodology
HeartBeats × AdBoard Media
Commissioned by AdBoard Media Group and conducted by HeartBeats — the group's research arm. HeartBeats designed the questionnaire, ran fieldwork in all six malls, and analysed the data. Every chart on this site sources directly from the HeartBeats 2026 Mall Advertising study.
1,077 respondents
In-person responses across Kings Avenue Mall, Metropolis Mall, Mall of Cyprus, Mall of Engomi, My Mall and Nicosia Mall. 995 answered the gating ad-noticing question (Q8); 775 confirmed they had noticed a mall ad.
15-question instrument
Demographics, mall visit context, ad noticing (Q8), placement, effectiveness (attention Q9, quality Q10, comparative effectiveness Q11, action Q12, trust Q13, recall Q14) and content preferences (Q15). Five-point Likert scales for effectiveness; multi-select for placement and channel reach.
A few notes
- · Mall codes kept verbatim from the source deck (KAM, MOE, etc.).
- · Stacked bars sum to 100% per mall; rounding may shift totals by ±1pt.
- · Per-mall effectiveness distributions read from the deck's Q9/Q10 charts; minor visual readings may vary by ±1pt.