Lendlease brings small format ads in-house, Ooh & Shopper remain on national campaigns

Property group Lendlease has announced the expansion of its advertising platform which will see small format digital advertising in its shopping centres managed in-house.

Lendlease’s internal sales team will now oversee content for local and direct campaigns, which was previously managed by Ooh Media. Ooh and Shopper Media Group will continue to manage content for national campaigns.

The business has confirmed to Mumbrella that it will be expanding its internal sales team.

Lendlease is also rolling out an additional 107 small digital panels across 6 shopping centres, which are expected to be installed by the middle of the year.

The rollout is taking place in collaboration with Lendlease’s tech partner SureVision across a variety of locations including Erina Fair (NSW), Macarthur Square (NSW), Menai Marketplace (NSW), Northgate Shopping Centre (WA), Southlands Boulevard (WA) and more.

Lendlease general manager, pop up and media commercialisation, Sally Harding, said: “As shopping centres evolve to meet the changing needs of consumers, we’re looking for opportunities to grow our revenue streams.

“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.”

Lendlease plans to roll out 270 further panels across centres and urban retail districts between now and 2023.

The new panels will use facial recognition technology to collect data include age, gender and customer dwell time.

Harding added: “Retailers in our shopping centres will benefit from working with us directly on their campaigns, instead of going through an external advertising agency.

“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.”


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