Scentre expands smartscreen network outside Westfield
The group will build, install and manage screens in Ipoh managed shopping centres, The Galeries and Queen Victoria Building, linking directly to the existing Westfield Sydney Network.
Since launching in 2015, the SmartScreen Network has been taken up by over 287 clients, across 32 categories running more than 1330 campaigns. Following the Ipoh centre launch in December the SmartScreen network will increase to over 1300 screens.
“Retail is what we do, making Scentre Group and Ipoh ideal partners,” said Bill Burton, group GM, brand & media experience, Scentre Group. “The Galeries and QVB are premium environments in close proximity to Westfield Sydney making these locations a natural fit for our first extension of the SmartScreen Network beyond Westfield shopping centres.
Scentre said the multi-centre network will offer advertisers a new benchmark in targeting the broad range of journeys undertaken by the Sydney CBD shopper. Advertisers will be able to communicate with shoppers across all three centres, or select specific locations based on their objectives.
The partnership will create a connected digital advertising network across Sydney’s CBD retail environments, providing access to the 97 million+ annual visits across Westfield Sydney, The Galeries and QVB.
For Ipoh, the network also delivers a sophisticated owned media channel with commercial benefit that elevates the retail experience. One-third of the content will be used by the Ipoh team to communicate centre marketing campaigns, events and initiatives.
“Together, these centres combine to offer an unparalleled retail solution for marketers looking to harness the power of the CBD shopper,” said Burton. “We are creating a single, connected digital screen network that adds to, rather than compromises the shopping experience.”
The extension of the SmartScreen Network into The Galeries and QVB reinforces Scentre Group’s commitment to investing in digital technologies that enhance the retail and customer experience.
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