Brand Management: Romanian premium malls to attract €3M each from indoor advertising in 2026

Brand Management estimates Generatik, its digital platform launched during summer and that transforms mall advertising by reducing planning and implementation time from days to minutes, will generate €3M indoor advertising money per mall.

The digital platform transforms mall advertising campaign, reducing the planning and implementation time from 20 days to 20 minutes. In a fragmented market, the platform becomes an invisible infrastructure that connects brands and agencies with over 2.5M unique consumers from urban areas in a more efficient way

Razvan Marincoi, Product Manager Generatik:

Mall advertising it not about static posters anymore. It is about experiences that captivate and integrate normally in the buying process. Generatik offers visibility in real time and complete control over every step of the campaign, which changes fundamentally the way agencies and brands plan their presence in malls

The platform estimates transactions of over €500,000 by the end of the current year, along with the integration of the most performant Romanian malls. In 2026, premium Romanian malls will be able to attract indoor advertising budgets of over €3M per location, via Generatik.

According to a study comissioned by Brand Management to Reveal Marketing Research, mall visits remain a constant in Romanians preferences, even if their frequency decreased slightly in 2025 compared to 2024. In present, 52% respondents stated they go to the mall at least once a week, spending there cca 208 minutes this year, up from 142 minutes in 2024. The medium expense per visit reached to RON 370, up 15% compare to last year.

Moreover, over 70% visitors remember ad messages in malls, with a higher percentage among mature consumer segments (36-45 y.o. and 46+), but also among people that go to the mall weekly (over 70%).

Răzvan Marincoi

Mall advertising is not just a secondary communication channel, but a strategic tactic and a point of differentiation within the media mix. In present, the demand comes especially from brands, but the agencies have now the chance to include proactive those solutions in the campaigns they propose. We can support implementing complex advertising campaigns in Romanian malls and we are predicting that we will handle over 7% from the indoor budgets dedicated to Romanian malls starting from this very year. Also, we are in advanced discussions to list in Generatik ecosystem, by the end of the year, over 1000 ad spaces situated inside of the top 3 performers in mall segment