Westfield overhauls digital ad screens and focuses on mobile tech to drive sales
Scentre Group has unveiled its new network of advertising screens in its Westfield shopping centres as it looks to encourage brands to view them as tactical marketing opportunities.
The owners of Westfield handed the floor-based screens contract to in house agency Brandspace at the end of last year, ending its 10 year relationship with Ooh Media, adding to its protfolio of other internal media platforms across the Westfield portfolio, including the large format Digital Spectacular screens.
Asked about this decision general manager of Brandspace Bill Burton said: “We think we’ll be pretty good at it and we think there’s a strong demand from our advertisers. For a long time we got messages from the market ‘we just want to speak to Westfield about Westfield’.As part of the overhaul of the Brandspace has meticulously placed 1,200 screens across 37 centres in tactical positions, with every screen fully digital which Burton said would allow “efficient media planning and buying and speed to market”.
Good luck…doubt they’ll do better than what oOh! did. Seems like the market consolidation that happened a few years ago is now reversing.
‘…literally hand-pick each location with the aim that we really want shoppers to see them but we don’t want them to get in the way,” said Burton.
Total BS, they have been placed on the floor next to escalators instead of hanging from the walls or ceilings above them lie the Ooh ones were! And from what I have seen, they have mostly been on the blink anyway screening large slabs of black!
Smack in the middle of pedestrian access too, well done Westfield. #pedestrianrage