Retail media is already a $50B+ industry globally — growing faster than digital ads and traditional outdoor advertising. African malls, however, have barely tapped into this opportunity.
Most malls still rely on posters, unstructured activations, or occasional banners. Meanwhile, brands are looking for controlled, high-footfall environments where they can reach consumers in real time.

Retail media assets inside a mall:

• Digital screens (indoor & outdoor)
• Escalator & elevator wraps
• Pop-up storefronts
• Experiential zones & atriums
• Food court display networks
• DOOH (digital out-of-home) kiosks
• Car park & entrance branding

What retail media delivers:

• Predictable, high-margin income
• New partnerships with FMCGs, telecoms, banks, fashion brands
• Data-backed audience measurement
• Improved mall positioning as a communication hub

Why this matters for asset owners:

Retail media increases:

• On-rental revenue
• NOI (Net Operating Income)
• Asset valuation
• Visibility for brand partners

Outcome:

Retail media transforms a shopping centre into a commercial broadcasting platform, attracting brands and boosting long-term yields.