Generatik
Product Manager
What if the mall's most valuable asset isn't the retail, but the audience nobody's pricing? Every mall in Romania already runs a media business inside it - screens, banners, activations, thousands of people walking past them every day - and almost none of that gets valued the way a media channel would be. Razvan Marincoi has spent the last few years putting numbers on exactly that gap. He is Product Manager at Generatik, the platform through which brands plan and book mall advertising online, and the creator of The Mall Effect Index, the first study to measure consumer behaviour in Romanian malls year over year. Developed with Reveal Marketing Research, the index is based on three annual waves using the same methodology and a nationally representative urban sample. Its 2026 edition found that 64% of mall visitors bought something after seeing an ad there. Before Generatik, Razvan worked for two decades in retail real estate marketing, including at CBRE Romania and NEPI Rockcastle. At conferences, he speaks about malls as media assets: how much advertising revenue retail spaces already generate, and what the consumer data says about their real potential.
