Westfield takes some out-of-home sales in house with Brandspace to replace Ooh Media
Westfield is set to take its advertising sales for its out-of-home floor-based screens in house from next year after awarding its own operation Brandspace the contract, ending its relationship with Ooh Media.
Last month Mumbrella revealed there was a competitive tender for the sought-after portrait and landscape screens in Westfield’s Australian and New Zealand shopping centre underway, with Ooh confirmed to be among the “compelling offers” received.
However, Westfield today said it has given the contract to Brandspace as it wanted to “better control ambience” in the malls, with the unit already selling the rights to experiential and product sampling for the malls.
The signs are some of the most sought-after outdoor real estate in the country with brands looking to push their messages to potential customers as near as possible to the point of purchase.
The move will also be a blow for Ooh Media which is Australia’s biggest outdoor company, with increasing speculation its private equity owners Champ are preparing to float it on the Australian Securities Exchange.
A statement from Ooh Media said its retail out of home offering would remain “a key growth engine for the company for the considerable future” noting the company has rights to signage in more than 500 shopping centres across the country, including the car park and precinct signs for Westfield.
CEO Brendan Cook added: “We look forward to continuing this partnership and further realising the significant growth opportunity in Westfield’s external portfolio.”
Bill Burton, general manager of Brandspace said in a statement this morning: “This is an exciting step for the Westfield portfolio and expands what we can deliver to brand clients and their agencies.
“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.”
Alex Hayes
