Adrian J Cotterill, Editor-in-Chief
Unibail-Rodamco-Westfield (URW), announced this week that brands will be guaranteed real-time impressions and complete campaign transparency when advertising on The Westfield Network, a state of the art, digital out-of-home media network located in Westfield shopping centers in the U.S.
It’s currently available across 471 digital media screens in 18 digitally powered centres, the network’s enhanced capabilities will provide even more accuracy and clarity into campaign reporting.
Ghadi Hobeika, U.S. chief marketing officer and group director of digital and data told us “So much has changed this year, and brands now need increased transparency and security when it comes to buying media and measuring advertising campaigns. Knowing this, we’ve reimagined what our digital out-of-home network can do to better meet those needs. The Westfield Network and its suite of technologies can now provide extraordinary R.O.I. to advertisers, amplifying creative possibilities.”
The enhanced out-of-home network encompasses:
- Accurate impressions: Only consumers who are onsite and within 20 feet of a digital media screen are counted as an impression, which means a campaign will be comprised of 100% actual network exposures;
- Trusted campaign delivery: Campaigns are guaranteed based on real-time, delivered impressions within a +/- 10% threshold;
- Live Data Access: Brand partners will receive exclusive access to live data via a Media Intelligence Dashboard where they can view a campaign’s impressions, attention time by creative, and detailed demographic breakdown, all sortable by location, time, and piece of creative content;
- High Share of Voice (SOV) environment: Westfield owns and operates its network in premium retail destinations, creating a brand safe environment with no third-party vendors.
Loren Miller, senior vice president, director of sales & business innovation said “The Westfield Network offers a brand-safe, offline environment with the essential media metrics and optimization capabilities of online media,” said We’ve made a significant investment in our network, including anonymized video analytics, to ensure transparency and the availability of authentic real-time data” .
For some time now, The Westfield Network, has been a pioneer in using digital out-of-home advertising technology, allowing for example, advertisers to niche-target to better capture consumer attention and increase engagement. We are told that by using a suite of demographic triggers, brands can create unique, personalised campaigns tailored to the shoppers in front of the screens.
Launched in 2017, More than 400 brands in leading consumer retail, luxury, entertainment, and telecom have advertised on the Westfield Network to date.
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