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- What Simon Media Network is offering advertisers
- How location data and Wi‑Fi make ads measurable
- From brief to proof: planning and measuring campaigns
- Data sources powering the network
- Ad formats and activation channels
- Who Simon hopes to attract beyond traditional retailers
- Why real‑world data matters to advertisers
- Where the retail‑media push could go next
Simon Property Group is turning the foot traffic in its malls into a new advertising playbook. The company has rolled out a retail media arm that combines in-mall screens, shopper Wi‑Fi signals and loyalty data to give brands a way to reach and measure audiences tied to physical visits.
What Simon Media Network is offering advertisers
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Simon launched Simon Media Network to connect brands with shoppers across its portfolio of centers. The network extends beyond the roughly 4,000 digital screens on site.
- Coverage: more than 200 shopping centers in the U.S.
- Scale: the landlord reports billions in annual foot traffic.
- Revenue context: Simon’s broad retail operations generated multibillion-dollar revenue.
The pitch is not only ad placement. It frames the product as an audience intelligence solution that links campaign delivery to real-world visits and sales.
How location data and Wi‑Fi make ads measurable
Visitors who use mall Wi‑Fi agree to terms that permit geolocation processing for operations and security. Those same signals can be used to deliver and measure advertising tied to physical presence.
Simon says its data lets brands identify shoppers who were at specific centers and track whether campaigns caused extra visits or purchases. That ability to tie digital exposure to store behavior is central to the new offering.
From brief to proof: planning and measuring campaigns
Simon walks advertisers through audience selection, success metrics and measurement strategy before campaigns run. Measurement uses a control-group approach to estimate incremental impact.
- Define target audiences and KPIs with Simon’s team.
- Run campaigns across screens, experiences or offsite channels.
- Measure lift in visits and transactions against a control group.
Advertisers can opt for a managed service, where Simon activates campaigns for them, or a self-service mode with the same measurement tools.
Data sources powering the network
Simon’s view of shoppers is built from multiple inputs:
- Wi‑Fi geolocation from properties.
- Behavioral data from the Simon+ loyalty program.
- Signals from ShopSimon, the company’s online marketplace.
- Third‑party data providers and other digital channels.
Combined, these feeds are intended to provide a broader behavioral profile than transaction‑only retailer networks.
Ad formats and activation channels
Brands can mix in‑center digital screens with experiential activations and off‑platform buys. Common activations include:
- Digital screen campaigns inside malls.
- Pop‑up or branded experiences on site.
- Offsite audiences activated on connected TV, social and programmatic channels.
The goal is to use the same audience definitions and measurement across formats, giving advertisers consistent KPIs.
Who Simon hopes to attract beyond traditional retailers
While store owners are obvious clients, Simon is courting categories that value in‑market consumers. Examples include financial services, travel and auto advertisers.
The company argues that its combination of location intelligence and scale can demonstrate the actual business a campaign drove, not just impressions.
Why real‑world data matters to advertisers
Industry observers say the move follows a larger trend: owners of physical spaces are monetizing their audiences.
Recent research shows many shoppers still make purchases in physical stores during peak seasons. That makes mall audiences attractive for brands seeking purchase intent.
Ad tech executives note malls reach diverse groups at the moment of decision. They expect other hospitality and leisure operators to explore similar media strategies.
Where the retail‑media push could go next
Simon plans to expand measurement types and enlist more partners to broaden attribution. The company is focused on showing how location and loyalty signals translate into measurable business outcomes.
For advertisers, the promise is clear: combine physical reach with digital targeting and measure whether campaigns drove additional visits or transactions. For property owners, it represents a new revenue stream tied to consumer behavior.
