Company: The Westfield Network
Markets: Nationwide
Address: 2049 Century Park E, Fl 41, Los Angeles, CA 90067
Email: usbvcenterleads@urw.com
The Westfield Media and Experiential team manages out of home at Westfield’s US retail, shopping and office properties. Billboard Insider talked with Loren Miller, SVP US Media and Strategic Partnerships, Unibail-Rodamco-Westfield to learn more.
How did Westfield get into out of home and experiential?
For years, retail developers viewed the common areas as incremental rent from third party adverting vendors. Over the last decade, Westfield has taken back 100% ownership of our spaces and invested heavily in curating our owned and operated state-of-the-art digital network. In doing so, we’ve not only elevated our media offering but provided a premium environment for brands to connect with our audience at point-of-purchase. Our investment in our digital network includes technology that provides transparency and confidence for our clients’ ad buys and makes us a leading innovator in the DOOH industry.
How big of an out of home and media presence can Westfield deliver and on what kinds of screens?
Westfield operates two digital networks that span the top US markets. The Westfield Network is made up of nearly 500 digital screens in centers across the country. Our network is equipped with Anonymized Video Analytics, providing our clients with privacy-respectful consumer demographic and engagement metrics. In lower Manhattan, we run our “NYC+ Network” which is comprised of more than 70 high-impact digital canvases across Westfield World Trade Center and The Fulton Center – offering advertisers the opportunity to dominate two of the biggest transit centers in the city. We offer advertisers up to 60 million real-time impressions during a four-week time period across The Westfield Network, in addition to engaging with a global and local audience of residents, commuters and visitors on our NYC+ network.
Walk me through a sample campaign from conception to design and execution. What kinds of benefits were delivered to the client?
Based on our AVA technology, we have data-driven intel to share with clients that optimize their campaign. Brands work directly with our team to identify best practices and provide tailored creative to reach their target audience. Once the campaign is deployed, our technology is activated to capture several data points including impressions, attention time (time eyes are locked on the screen) and demographics. The data is supplied to our partners in an exclusive, live Media Intelligence Dashboard that they can access anytime and anywhere. Our team works with clients while in-market to ensure their campaign is reaching their consumers.
The main benefits of our program are that we offer advertisers complete campaign transparency so they can trust their ad dollars with us. They can also gauge campaign effectiveness while in market – and can optimize creative immediately to reach their target. That’s something unique to Westfield and is a first in our industry.
How does the Westfield Network measure and deliver impressions?
AVA tech allows us to capture real people, not devices, that are within 20ft of our screens while content is in play, ensuring that consumers are exposed to advertising creative on the network before we count them as an impression. Our impressions are measured in real time and delivered to clients on their Media Intelligence Dashboard. We back all campaigns with an impression guarantee offering trusted campaign delivery as clients only pay for what’s delivered.
What functions is the Westfield network used for in addition to advertising for clients?
Advertisers can trigger creative not only to reach key demographics, but also to increase consumer brand engagement. The Westfield Network can feature QR codes to launch custom mobile experiences, games or incentives for product purchase. Westfield is continually testing new technology and software to keep us at the forefront of innovation in the DOOH space.
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