Romanian real estate developer and operator IULIUS has partnered with Generatik, a platform for digitalising indoor advertising in shopping centres, becoming the first national mall operator to integrate the service. The partnership covers Iulius Town Timișoara, Palas Iași and the Iulius Mall network in Cluj-Napoca, Iași and Suceava.
Generatik consolidates campaign ordering and implementation into a single platform, offering full visibility over available advertising spaces and integrating the production, installation and removal chain. The platform was developed by Brand Management, a company with over 20 years of experience in managing indoor advertising campaigns. A national indoor advertising marketplace is planned for launch in spring 2027, which would allow brands to book advertising spaces in any integrated mall within 20 minutes, from a single interface, with transparent pricing.
"The Mall Effect Index data shows us that the mall is one of the most effective communication channels in Romania. But effectiveness also depends on how easily you can access it. IULIUS chose to change that," said Răzvan Marincoi, Product Manager at Generatik and creator of The Mall Effect Index.
The Mall Effect Index, an annual study conducted by Generatik together with Reveal Marketing Research, recorded a score of 70 out of 100 in 2026, its third consecutive year of growth. The data indicates that 64% of visitors report having made a purchase after seeing an in-mall advertisement, while average spending per visit reached RON 383, up 17% compared to two years ago.
IULIUS operates a digital advertising network comprising over 380 screens and more than 1,400 sqm of display surface, including one of the largest LED screens in Europe at 203 sqm, located at the entrance to Iulius Mall Cluj-Napoca. "For us, the partnership with Generatik means taking responsibility for being the first to do things differently in a market that is only now gaining the tools it needs. We are giving our partners access to relevant audiences and modern instruments that increase campaign efficiency and flexibility," said Bogdan Bălteanu, Head of Media Sales at IULIUS.
