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Scentre Group expands outdoor network to non-Westfield malls in new network push

Scentre Group is expanding its Smartscreen network for the first time, installing devices in Ipoh shopping centres, The Galeries and The Queen Victoria Building.

The expansion marks the first time the company has extended its out of home network outside of Westfield shopping centres, with the aim of linking digital advertising networks across all of Sydney CBD’s retail centres.

Queen Victoria Building

Scentre Group will expand its Smartscreen network to The QVB and The Galeries

The new network will give advertisers an opportunity to target customers among the three inter-connected centres, and to select advertisements for specific locations based on target market.

Speaking with Mumbrella, Bill Burton, general manager at Scentre Group, said the roll-out is part of the group’s ‘Rethink Retail’ strategy.

“We are so proud to be bringing our SmartScreen unit and sales strategies to these premium retail and leisure environments and we remain open to discussions with fellow property owners to expand the network,” Burton said.

Victor Gaspar, general manager at Ipoh, said: “We are pleased to partner with Scentre Group through their SmartScreen network. With their strong retail background and city presence, we felt they were best equipped to represent our premium assets and sell a powerful Sydney CBD advertising message.”

Burton added the extension was a “natural fit” for the company.

“Retail is what we do, making Scentre Group and Ipoh ideal partners. The Galeries and QVB are premium environments in close proximity to Westfield Sydney making these locations a natural fit for our first extension of the SmartScreen Network beyond Westfield shopping centres,” he said.

Scentre Group hopes its increased investment in digital technology and advertising will enhance consumers’ retail experiences.

“These centres combine to offer an unparalleled retail solution for marketers looking to harness the power of the Sydney CBD shopper,” said Burton.

“We are creating a single, connected digital screen network that adds to rather than compromises the shopping experience.”

While there is concern in the outdoor digital advertising industry around frequency caps per device, Burton told Mumbrella marketers will not lose on investment with Scentre Group’s connected screen network.

“The number of uncapped ads on digital media assets is a problem for clients, and the industry. For this reason, our connected screen network of over 1,300 Super and Smartscreens across Australia have a capped allocation of four advertisers per screen,” he said.

“When it’s sold out, it’s sold out, so our clients and agencies know they have certainty for their investment.”

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