Scentre Group – the owners and operators of the Westfield stores in Australia – have launched its SmartScreen Network, a new digital advertising screen network that’s now live in 37 Westfield shopping centres Austrlaia-wide.
The 1200 interconnected digital screens showcase the latest in unit design and advertising technologies to deliver advertisers a more sophisticated way to connect with the Westfield shopper.
Bill Burton, general manager of Scentre Group Brandspace, said: “We’ve created the Westfield SmartScreen Network to drive brand success in retail. We design, build, lease, manage, and care for these shopping centres every single day – retail is what we do. We’ve used all of that knowledge to ensure the Westfield SmartScreen Network gives brands a powerful new way to reach, engage and convert the Westfield shopper right at the point-of-purchase.”
The delivery of the Westfield SmartScreen Network follows Scentre Group’s decision in late 2014 to internalise the media sales representation of these floor based portrait panels.
BrandSpace is already managing and selling all other internal media platforms across the Westfield portfolio, most notably the large format Digital Spectacular screens in major iconic retail locations.
According to SMI reporting in March, BrandSpace recorded 47 per cent year-on-year sales growth in 2014, and is responsible for 29 per cent market share of all retail advertising spend in Australia.
Bill Burton said: “It is the right time to take control of this media opportunity within our environment.
“The Westfield SmartScreen Network will fundamentally change the way brands can maximise the Westfield retail marketing environment. It gives them a level of quality, national scale, control and digital flexibility that they have been waiting for, enabling digital efficiency and effectiveness never before seen in Australian retail.
“The vision of BrandSpace is to connect brand and advertising partners with our 550 million shopping visits a year, and drive energy and sales to our 12,700 retail destinations.
“We’ve been briefing the market for a number of weeks, and the feedback and booking momentum has been extremely positive. We all win when our shoppers are engaged and retailers are performing well.”
Built on the premise that every screen counts, each location has been hand-selected to ensure the Westfield SmartScreen Network offers advertisers access to every shopper journey within Westfield shopping centres. Brands can take advantage of the entire network, or just the locations that suit their objectives.
“It’s a smarter way to communicate with Westfield shoppers. We’re inviting advertisers to re-think retail – to communicate with the massive Westfield retail audience all through a world-leading, 21st century digital screen network, right at the point-of-purchase,” concluded Mr Burton.