July 2025 Audience Boost in Malls
July 2025
According to our recent Data Jam insights, our mall screen impressions across comparable LS locations were up +12% in July, year on year.
This means our Year-to-Date audience for the first seven months of 2025 is up +9%.
Impressions are driven by visits and dwell time, with visits up over twice the level of dwell time in July. This means more people were using malls in July's hot weather.
In those malls, the audience lifted by +31% in July vs June as hot weather and school holidays lifted audience numbers significantly.
What is Data Jam?
At the start of this year, we were delighted to announce a new partnership with Data Jam that would see us able to deliver real-time data from our sites using their ‘Jam Box’ technology.
An advanced, GDPR-compliant device that is installed directly onto OOH units, the ‘Jam Box’ is designed to provide real-time, highly accurate impression data measurement without the use of cameras or intrusive models, allowing advertisers to track audience movement with unprecedented precision.
By leveraging this new technology, brands advertising in shopping centres will have access to real-time data, enabling them to refine campaign strategies, enhance targeting and maximise engagement within some of the UK’s busiest retail environments.
Time to get real-time
One of the most fascinating things we’ve learned since the launch of this partnership is the sheer scope of audience engagement we can now measure. Our network of Jam Boxes, which spans over 20 malls across the UK, has already provided a baseline of 12 months of data. At the heart of this data is a clear picture of how people engage with our OOH spaces.
Our Client Strategy Director, Julian Kindred, dives in to the early findings of our new partnership with Data Jam, including audience trends around key moments across the year, the Rise Of The Night-Time Economy and insights into dwell and frequency.
Want to discuss this further? Please feel free to get in touch if you would like to talk to us about opportunities relating to anything mentioned above or any other queries.