Out-of-home interactive campaign developer Monster Media and media owner Limited Space have commented on two studies on the use of digital signage in shopping centres released this year.

A study released by Posterscope and the Metro newspaper found that urban consumers are most likely to interact with digital screens in shopping centres, with a 49 percent share. Monster Media and Limited Space have collaborated on campaigns for this arena.

 Monster Media's work with Limited Space includes a campaign for the film Happy Feet Two, incorporating visual and interactive elements

"Malls provide the perfect mix of conditions for interactive engagement," says Matt Gordon, managing director, Limited Space. "As leisure destinations they have high dwell times and are full of shoppers who are already in the ideal mindset to explore some really engaging content. With that combination these campaigns guarantee success."

The report follows research by Kinetic released earlier this year, which showed that half of survey participants thought digital signage makes shopping centres 'more interesting and more attractive' while 57 percent thought 'digital screens brighten up the mall environments'.

"Advertisers are seeing a serious opportunity to leverage 'interactive advertainment' in the shopping mall environment to create a real and measurable impact for their campaigns," adds Monster Media managing director Liam Boyle.