Property group Lendlease has taken the management of small-format digital advertising displayed in its shopping malls and urban retail precincts in house, rather than contracting the task out to advertising agencies.
The move comes as Lendlease installs 107 small-format screens with technology partner SureVision in six properties by the middle of this year, with a further 270 panels scheduled by 2023.
The new panels feature facial recognition technology that can measure metrics such as age, gender and customer dwell time.
Lendlease’s internal sales team will be handling the content for local and direct campaigns while Ooh!media and Shopper Media Group have been engaged to manage content for national agency campaigns.
“Retailers in our shopping centres will benefit from working with us directly on their campaigns, instead of going through an external advertising agency,” said Sally Harding, Lendlease GM, pop up and media commercialisation. “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.”
The six shopping malls where the screens are initially being installed are Erina Fair, Erina NSW; Macarthur Square, Campbelltown NSW; Southlands Boulevard, Willerton WA; Northgate Shopping Centre, Geraldton WA; Menai Marketplace, Menai NSW and Settlement City, Port Macquarie NSW.