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New Advertising Venue...Tables At Mall Food Courts

Thanks to Clear Channel Communication�s outdoor unit, table-top advertising in food courts is coming to malls around America. Already leading mall operators like Simon Property Group and Westfield Group are involved.

The advertisements are set into tables under clear plastic screens, safe from doodlers and spilled food. The space for the advertisement is three quarters of an inch (3/4�) deep, allowing room to display objects such a T-shirts or mobile phones.

Diners spend an average of 32 minutes in the food court, according to Los Angeles-based Creatable Media which came up with the concept, so diners will have plenty of time to take in the messages. Creatable has already lined up business from big companies like mobile-phone service provider Cingular Wireless and TV networks WB and Lifetime.

Creatable foots the bill for replacing table tops, it also replaces colored trays with clear ones. And the malls will get a portion of the proceeds, but they must ditch tray liners.

Advertising cost on the table tops is generally about three times higher than on paper liners in trays, which up to now have largely been the bailiwick of local advertisers

The tables are now in 63 malls, and Creatable Media CEO Vince Pierse has plans to deploy them in 200 malls by the end of 2007.

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