Location-based mobile ads are now at the mall. They’re actually inside the mall as Point Inside has launched its wireless app for indoor mapping at more than 100 malls across the country.

“There’s so much confusion in the retail industry these days as to how to leverage the mobile possibilities,” says Point Inside VP Brian Wilson. “Last year it was all about social media, now this year people want a mobile strategy. I think we’re offering one that’s different and effective.”

Here’s how it works. The Point Inside app has been developed for both iPhone and Android-based phones, and runs on an Indoor Mobile Ad Platform, an events and promotions management system which allows mall-based retail businesses and the brands sold by those retailers to connect directly with shoppers based on their location.  Merchants can promote their events and sales to shoppers who are actually inside the associated shopping center where a customer is navigating using the Point Inside app on their mobile phone. Retailers benefit from highly-targeted, highly-relevant location-based advertising, and consumers can more easily find information on the events and promotions that are occurring from the brands and stores while inside the mall.

For example, Point Inside has already made 900 events available for Nordstrom’s 112 stores across the country. When a customer open the PI app and then  opens Nordstrom’s the screen expands to show either the Gucci spring collections (most recent) or other promos.

Wilson says the sales effort has focused on individual retailers rather than mall locations. Large national chains such as T-Mobile are on board as are high-end retailers like, kate spade new york and Takken’s Shoes as well as  small chains and individual stores (e.g. ROAD Apparel and Obadiah Salon).

The “pull-based” ads are discoverable from the Point Inside mobile app home page (for a specific mall) under the Mall’s Events page and/or Promotions page, as well as within the Retailer Info Pages associated with each retailer in that mall. Each ad is displayed on a full phone screen and includes a title, promotional text, an image, start and end dates, and, if desired, a redemption code. Wilson says ad campaigns can be created for as low as $1.50 per day.