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The Digital Effect

Exterion Media Ireland and PML Group launched “The Digital Effect” a collaborative research study that delivers unique insights into the digital Out of Home shopper in Ireland’s top malls, Dundrum Town Centre and Swords Pavilions, both in Dublin in March 2013.  The study was undertaken by Behaviour & Attitudes on behalf of the two leading Out of Home advertising companies.  

A representative sample of 400 shoppers from the two malls took part in exit surveys to gather information on their shopping behaviours in the malls as well as their awareness and response to the Exterion Media digital network . In addition over 1,000 adults were interviewed as part of a National Omnibus survey to establish the national footprint of these and other high profile Irish shopping malls. 

Exterion Media, PML and B&A in Dundrum Town centre

The report, entitled “The Digital Effect- Activating the Irish Shopper” measures and illustrates the full shopper journey experience across two of the most visited malls in Ireland.  “The Digital Effect” gives greater accountability and further insights to Advertisers and their  Media agencies who target the lucrative shopper audience. 

“The Digital Effect” profiles the average visitor to each mall and builds a picture of their shopping journey including the average length of time spent in the mall, the transport method used, shops visited and purchase patterns.  Most importantly the study outlines improved brand salience following exposure to advertising on the digital network (dPods), underpinning the importance of the premium audience that these malls attract and the digital Out of Home format.

For further information contact Antoinette O'Callaghan 01-669 4500

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