How to advertise in Polish malls: costs, best locations & top formats

Shopping mall advertising is an extremely effective marketing tool that allows brands to reach consumers at the exact moment they are making purchasing decisions. Every day, hundreds or even thousands of people walk through shopping centers, seeking inspiration, planning purchases, or choosing products and services. This presents an ideal opportunity to capture their attention and effectively influence their buying choices.

I. Why invest in shopping mall advertising?

Advertising campaigns in shopping centers stand out due to their high effectiveness, as they engage audiences in a retail-driven environment. Here are key reasons to invest in mall advertising:

✔ Precise targeting – The ability to select campaign locations based on the city, district, or the specific customer profile visiting a particular shopping center.
✔ Budget flexibility – Campaigns can be adjusted to various budget levels, offering a wide range of advertising media.
✔ Synergy with OOH campaigns – Mall advertising perfectly complements outdoor advertising, strengthening the overall brand message.
✔ Modern digital displays – Digital screens, plasma monitors, and interactive advertising totems effectively grab attention and engage viewers.
✔ Retail environment impact – Shoppers are already in a buying mindset, making mall ads more impactful at the decision-making moment.

II. Types of shopping mall advertising in Poland 

Shopping malls offer a diverse range of advertising formats designed to effectively reach customers in high-traffic areas. These formats can be tailored to specific campaign objectives and mall locations. The most commonly used advertising media include:

• 📌 Advertising Totems – Free-standing screens placed in high-traffic zones such as main corridors. With rotating content, they offer excellent visibility and engagement.
• 📌 Digital Screens – Positioned near escalators, elevators, and relaxation zones, they allow the display of dynamic advertising content, which can be updated in real-time.
• 📌 LED Billboards – Large-format digital screens placed both inside and outside shopping malls. They offer high image quality and an expansive advertising surface, enhancing effectiveness.

• 📌 Advertising Flags – Eye-catching, strategically placed flags inside shopping malls, effectively drawing customers’ attention.
• 📌 Citylight Displays – Illuminated advertising panels located in shopping corridors, ideal for showcasing static, high-quality visuals.
• 📌 Large-Format Banners – Advertising banners and mesh displays mounted on shopping mall facades or within the building, ensuring high visibility.
• 📌 Branded Staircases – Ads placed on stair steps, creating an engaging, visually striking display. Every person using the stairs becomes an active viewer of the advertisement.
• 📌 Floor Stickers – Ads placed on mall floors, directing customers to specific locations or serving as creative marketing communication tools.

Thanks to this variety of formats, mall advertising allows brands to effectively reach consumers at different touchpoints throughout their shopping journey.

III. Costs of shopping mall advertising

The cost of a shopping mall advertising campaign depends on several factors:

💰 Mall location – The larger and more high-traffic the shopping mall, the higher the advertising costs. Premium locations include malls in major cities like Warsaw, Gdańsk, Kraków, Sopot, Wrocław, Katowice, Gdynia, and Szczecin.

💰 Number of advertising spots – Static ad placements can be booked individually, while digital screens are priced based on the mall’s advertising system and the number of displays per hour.

💰 Type of advertising medium – Citylight displays are among the more affordable options, whereas LED billboards and large-format banners come at a premium.

💰 Duration of the campaign – The longer the campaign runs, the lower the daily cost per display.

Prices can start from a few hundred euros per unit and reach several hundred thousand euros for national campaigns in major shopping malls. The final cost depends on the scale and format of the campaign.

IV. How to maximize the potential of shopping mall advertising?

Mall advertising is one of the most effective marketing tools for reaching customers at the key moment of their purchasing decisions. With modern media, flexible campaign formats, and precise targeting, it is an ideal solution for brands looking to enhance their visibility and sales.

Shoppers typically spend from several minutes to a few hours in shopping malls, providing a vast opportunity to build brand engagement and recall. Mall advertising not only boosts direct sales but also supports digital campaigns and reinforces brand image.

Additionally, dynamic DOOH formats allow brands to adjust their messaging in real-time, responding to customer needs instantly. As a result, a well-planned mall advertising campaign delivers both short-term results and long-term customer loyalty benefits.

👉 Want to learn more and discover the best advertising options in your city? Contact us – we will help you plan a campaign that delivers real results!