EYE Corp. reports that advertisers are making their way back to malls this year, hoping it’s cool to be seen there now. Several categories have increased spending significantly in the second half of the year.

“Advertisers in pharmaceutical, insurance and sports have spent four times as much on mall advertising between July and October, compared to the same period last year. Energy and fuel, fashion and communications categories doubled spending. Other active categories include media and television, food, beauty services, education, fashion accessories and health care.”

Apparently, increased spending is coming from both new and returning advertisers. And with more out-of-home advertising on the horizon, a Miller Zell study reveals that consumers are more receptive to end-cap marketing. The study finds that 70% of shoppers are influenced by end-of-aisle signage, while 50% are influenced by shelf blades and shelf strips. “Ceiling banners and overhead mobiles have the least amount of impact on consumer decision-making in the store environment,” it says.

The way stores look — inside malls and out — also seems to be a deciding factor on shoppers’ agendas these days. “The in-store experience continues to be a ‘make-or-break’ scenario for 69% of shoppers polled when selecting a store to visit.” Drugstore shoppers are much more susceptible to in-store messaging than grocery or mass-merchandise shoppers.

Despite these cheery remarks, most forecasts predict the total out-of-home medium will be down approximately 5% in 2009.

[Sources: Bachman, Katy. "Report: Ads Making Their Way Back to Malls." Mediaweek. Oct. 26, 2009;  Mahoney, Sarah. "Retail Study: End Caps Rock, Banners Fail." MediaPost's Marketing Daily. Oct. 27, 2009.]