Vistar Media has been appointed as the supply-side platform (SSP) for Scentre Group’s inhouse, BrandSpace digital network, providing programmatic access to their high impact inventory.
Scentre Group is the owner and operator of Westfield Living Centres in Australia and New Zealand which are among the most frequently visited places in both regions. The Vistar platform will allow buyers to purchase Scentre Group’s BrandSpace inventory via private marketplace deals and open exchange. At launch the inventory will span all 37 Westfield Living Centre destinations and five, third-party partner locations across Australia with further expansion expected in New Zealand in 2021.
A total of 1600 screens will be available programmatically via Vistar offering advertisers a powerful channel to reach and connect with retail audiences through highly visible digital screens that are equipped with unrivaled data and technology capabilities.
Vistar Media, Managing Director APAC, Ben Baker said: Scentre Group’s valuable BrandSpace inventory – positioned in prime locations to reach audiences in a buying mindset – combined with the data-driven targeting and flexible buying capabilities of programmatic, creates a powerful incentive for brands to invest in digital out-of-home.”
Scentre Group, General Manager – Commercial Delivery, Scott Moore said: “Our Westfield Living Centres are strategically located in the heart of communities and are some of the most frequently visited places in our markets. A diverse range of businesses and brands want to engage the Westfield customer. Programmatic broadens the exposure of out-of-home to new channels of data led, digitally enabled buyers. Vistar’s platform enables us to leverage our data and technology capabilities to optimise network performance and deliver highly relevant content to our Westfield customer which enhances their experience in-centre with us.”
Vistar’s partnerships with the world’s leading demand-side platforms, means Scentre Group’s inventory is now available for purchase programmatically via Amobee, MediaMath, Verizon and more, including Vistar’s own DSP.
