Bill Burton, GM of Scentre Group Brandspace, said Scentre Group has created the Westfield SmartScreen Network, made up of 1200 interconnected digital screens, to drive brand success in retail.
“We design, build, lease, manage, and care for these shopping centres every single day – retail is what we do. We’ve used all of that knowledge to ensure the Westfield SmartScreen Network gives brands a powerful new way to reach, engage and convert the Westfield shopper right at the point of purchase,” Burton said.
The delivery of the Westfield SmartScreen Network follows Scentre Group’s decision in late 2014 to internalise the media sales representation of these floor based portrait panels.
BrandSpace is already managing and selling all other internal media platforms across the Westfield portfolio, most notably the large format Digital Spectacular screens in major retail locations.
According to SMI reporting in March 2015, the BrandSpace team recorded 47 per cent year on year sales growth in 2014, and is responsible for 29 per cent market share of all retail advertising spend in Australia, all before sales begin on the Westfield SmartScreenNetwork.
“It is the right time to take control of this media opportunity within our environment,” Burton said.
“The Westfield SmartScreen Network will fundamentally change the way brands can maximise the Westfield retail marketing environment. It gives them a level of quality, national scale, control, and digital flexibility that they have been waiting for, enabling digital efficiency and effectiveness never before seen in Australian retail.
“The vision of BrandSpace is to connect brand and advertising partners with our 550 million shopping visits a year, and drive energy and sales to our 12,700 retail destinations.
“It’s a smarter way to communicate with Westfield shoppers. We’re inviting advertisers to rethink retail, to communicate with the massive Westfield retail audience all through a world leading, 21st century digital screen network, right at the point of purchase.”
Major brands, including Optus, Disney, Foxtel, Samsung, Mazda, and Bonds, joined as Westfield SmartScreen Network launch partners to be showcased across the 1200 digital screens in April.