The mall & media revenue line has grown consistently in the last years. This reflects our strategy of complementing rthe retail channels in the mall through temporary spaces (mall) and through advertisements (media). The main factors driving this growth were:
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Scale and national coverage, enabling greater access to retailers and
national advertisers;
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New formats and media properties;
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Increased effectiveness of the sales team dedicated to mall & media, providing
broad local service and also national service (key account) for the major
advertisers.
These factors contributed towards a significant revenue growth: In 4Q12 it represented
13.8% of gross revenues, 1.4p.p above 4Q11.
Since 2010, mall & media revenue grew 262.2%, the revenue line that grew the most in the period, with a CAGR of 77.4%..
SulAmérica Partnership
The partnership with SulAmérica Seguros is the largest media project ever made by the company. The project consists of marketing actions in our malls, set-up of automotive centers that offer support services to insured vehicles and a wide dissemination of the benefits through media in our malls. The campaign includes 34 of our malls, spread in all regions of the country, such as: Norte Shopping, Villa-Lobos, Tamboré, Center Shopping Uberlândia, Shopping Estação, Amazonas and Paralela.
In addition to the media revenue, the services in the automotive centers provided to SulAmérica Seguros clients will contribute towards attracting more traffic to the malls.
This new project, not yet seen in Brazil, launched by BRMALLS and SulAmérica Seguros, demonstrates the company’s capacity to attract new advertisers, leaders in various segments.
Shopping Tijuca
Following the acquisition of Shopping Tijuca in November 2010 BRMALLS management perceived great growth potential in the media revenue line. During 2011, new media spaces were created directed to capture the asset’s potential, which receives a daily average of 60 thousand people. At the same time, by being one of BRMALLS’ leased malls, Shopping Tijuca became part of the portfolio of malls offered to big national advertisers through our Key Account structure, leveraging the malls’ media revenue. As a consequence, in the first year that BRMALLS started leasing the mall (2011), media revenues grew 214.0% and 151.0% in 2012, reaching R$3.3 million in 2012.
Overall, the major media clients are the mall retailers, which use advertisement to boost their sales. This revenue line is the most expressive in terms of contracts signed, increasing in more than 50.0% compared to 2011.
In addition to all the contracts that were signed at the mall level, the company has a Key Account team where one of the objectives is to promote the company as a communication vehicle. This team contributed to approximately one third of the total media revenue at Shopping Tijuca.