Mall Digital 6s more than double spontaneous brand awareness and increase spontaneous ad awareness by 61% compared to small format campaigns alone. The addition of large premium formats like Mall Digital 6s and M-Vision helps drive positive brand perceptions, increases recommendation and purchase intent by almost 50%, and creates extra standout that boosts advertising attribution to the mall environment by 38%. Large premium formats in an outdoor campaign amplify the effects of small formats on key brand metrics.