Scentre Group, owner and operator of Westfield shopping centres in Australia and New Zealand, will bring the advertising sales function of its floor-based portrait and landscape screens in-house.
The floor-based portrait and landscape screens are currently operated by oOh! Media until the end of 2014. The decision to bring the sales in-house will allow Scentre Group to maximise growth opportunities within its retail marketing business, better control the ambience in the common malls and build greater digital infrastructure within our malls to benefit our retailers and shoppers.
Scentre Group’s sales division, BrandSpace, will manage sales from 1 January 2015, alongside its existing digital, experiential and pop-up retail offer.
“oOh! Media has been an important partner for Scentre Group working to enhance the successful out-of-home offering. We will continue to work strongly with oOh! on other contracts across our portfolio,” said Bill Burton, general manager of Scentre Group BrandSpace.
“This is an exciting step for the Westfield portfolio and expands what we can deliver to brand clients and their agencies,” said Burton.
“The merging of these floor-based portrait advertising panel – which brilliantly engage shoppers on their path-to-purchase – with our large-format broadcast digital spectacular screens, experiential and product sampling opportunities creates a game-changing marketing environment for our clients, shoppers and retailers.
“Over the coming months we will work with our partners, brands and marketing agencies to understand their needs and provide them with more information on Westfield’s advertising opportunities. In Q4 we will formally engage advertisers through detailed product briefings and 2015 sales packages,” he said.