Reference
What mall advertising costs
Ranges for a four-week flight, before production and installation. Treat these as planning numbers — actual rates move with market, property tier, season and how much of the property you take.
| Format | Four-week range |
|---|---|
| Digital screen networks | $1,500 – $6,000 per screen network, per market, four weeks |
| Backlit dioramas | $800 – $2,500 per panel, four weeks |
| Escalator & elevator wraps | $2,000 – $5,000 per installation, four weeks |
| Kiosks & directory displays | $1,000 – $3,000 per unit, four weeks |
| Sky banners & spectaculars | $8,000 – $10,000 per placement, four weeks |
| Floor, window & tabletop graphics | $75 – $800 per unit, four weeks |
Per-market minimums
Most sellers hold a floor of roughly $5,000 to $10,000 per market for a four-week flight. Below that, you are generally buying a single panel at a single property rather than a market package.
What moves the number
- Property tier. A flagship in a top-ten DMA can run several times the rate of a comparable placement in a secondary market — the same panel, the same four weeks.
- Season. November and December carry a premium and sell out early. January and late summer are where the value is.
- Package depth. Buying a portfolio across multiple properties moves the unit rate materially; single-property buys almost never get the good number.
- Production and install. Backlit film, custom vinyl and rigged banners are billed on top of media, and spectaculars can carry four- to eight-week lead times.
- Programmatic vs. direct. Programmatic DOOH on mall screens is bought on a CPM and can run a short flight; direct is bought on a rate card and usually four weeks minimum.
These are public planning ranges
Actual rate cards are not published by any major U.S. mall operator. The intel tier tracks observed pricing by market and property tier, plus who to ask for the real card.