WESTFIELD’S BRAND VENTURES DIVSION TRANSFORMS DIGITAL OUT-OF-HOME MEDIA
The Brand Ventures team has announced the rollout of 450 state-of-the-art, eye-level digital media screens at 17 flagship retail destinations across the United States. These screens seamlessly connect with Westfield’s existing large-format, high-impact digital screens to comprise a fully integrated and dynamic network of 550 screens located within many of the top media locations in the nation, including New York, Los Angeles, Chicago, San Francisco-San Jose, and Washington DC.
Utilising a suite of proprietary technologies, the new Westfield Network eye-level screens provide brands with the ability to customise out-of-home advertisements in real-time and deliver new audience measurement capabilities.
Combining built-in audio and high-definition video, Westfield’s 75-inch, eye-level screens will not only be able to track the number of individuals passing in front of them at any moment in time—but will also employ technology to help determine the demographic of viewers in close proximity.
The network’s technology uses crowd analytics to optimise advertising content in order to be meaningful, relevant, and engaging for a single passer-by or larger audience. This means that advertisers will be able to strategically tailor their content with the right message, for the right audience, at the right time.
The Westfield screens are also able to broadcast live events and entertainment across the entire Westfield Network. This is significant as concerts by headline performers, movie premieres, new technology launches, and local arts and culture festivals can be interwoven into the total Westfield experience, regardless of the event’s original location. These touchpoints provide further scope for multi-platform partnership opportunities with leading brands such as Ford, PepsiCo, JP Morgan Chase and T-Mobile.