Content Strategy: Methodology and Process 27 sell them like eyeballs," says Bruce Fougere, creative director. "They sell them like impressions. They sell the network to whoever wants to buy it. In retail shoppers are looking to buy something right now. Our philosophy is simply help our customer shop today. There is no do this later. There is no go some- where else. There is no check out the web. There is simply an understanding of what you need to do today." Public Areas of Shopping Malls Signage in the public areas of shopping malls may at first seem to be POT net- works, but they are fundamentally different. Even though these signs are not next to a product, they do provide a direct sales opportunity within the mall. They do offer the chance to direct messages at viewers who are already in a frame of mind to make purchases--after all, that's why they have come to a mall. But there's also a sense of escape about it; to many people, women and teens in particular, a mall is an escape. For women, it's an escape from their kids and their husbands and their everyday life; for teenagers, it's an escape from their parents and their teachers. At the same time, this is an environment where there is a great deal of com- petition for the consumer's attention--printed signs, store displays, lighting, and activity around them. So a successful digital sign needs to display ad con-