Lendlease is expanding its advertising platform and will bring the management of small format digital advertising, across its shopping centres and urban retail precincts, in-house.
Up until now, Lendlease has outsourced small format digital advertising in its shopping centres to out-of-home advertising agencies.
The company claims it is now one of the few shopping centre landlords to take this platform in-house.
Lendlease’s internal sales team will now oversee content for local and direct campaigns, and its partners, oOh!media and Shopper Media Group, will manage content for national agency campaigns.
“As shopping centres evolve to meet the changing needs of consumers, we’re looking for opportunities to grow our revenue streams,” Sally Harding, general manager of pop up and media commercialisation at Lendlease, said in a statement.
“We’ve had such success with our large format network, it made sense to expand our in-house advertising platform to include small format advertising.”
By the middle of this year in collaboration with Lendlease’s technology partner, SureVision, the company will have rolled out 107 small formal digital panels across six shopping centres:
- Erina Fair, Erina NSW (National sales partner, oOh!media)
- Macarthur Square, Campbelltown NSW (National sales partner, oOh!media)
- Southlands Boulevard, Willerton WA (National sales partner, oOh!media)
- Northgate Shopping Centre, Geraldton WA (National sales partner, Shopper Media Group)
- Menai Marketplace, Menai NSW (National sales partner, Shopper Media Group)
- Settlement City, Port Macquarie NSW (National sales partner, Shopper Media Group).
Lendlease will roll out a further 270 panels across its other shopping centres and urban retail precincts by 2023.
“Retailers in our shopping centres will benefit from working with us directly on their campaigns, instead of going through an external advertising agency,” Harding added.
“Our retailers already know us and we understand their business needs, and customers will benefit from having more content that’s relevant to them and their local community.”
Lendlease said the new panels have the added benefit of providing the company with valuable data analytics using facial recognition technology to measure metrics including age, gender and customer dwell time.
This expansion of its media operations follows the successful roll out of Lendlease’s large format network across its retail assets, which in 2016 started with just ten screens and has grown to 22 screens.
