Credit: BrandSpace
Scentre Group's media division BrandSpace has held its first upfront event, pitching Westfield's 42 destinations across Australia and New Zealand as a premium OOH media platform, citing a 59% ROI premium over category averages.
The event, attended by marketers and agency executives, centred on a new trade positioning, "The World of Wonder", built around what the company describes as a shift from reach-focused buying to premium environment quality.
Adam Sadler, BrandSpace media general manager, said brands are reassessing where they spend.
"In 2026, brands are turning to environments where attention is earned," Sadler said.
"Large Destination Retail is redefining retail out-of-home, now proving to be one of the strongest performing traditional media channels for ROI."
The 59% ROI figure comes from market mix modelling firm Analytic Partners, whose ROI Genome study found large-format retail environments outperform other OOH channels.
BrandSpace's Measurement Suite now offers a full-funnel performance view, with a CBAIQ partnership connecting media exposure to customer behaviour metrics including market share, share of wallet and new customer acquisition.
BrandSpace also rolled out BrandSpace Boost, an impression-based buying tool designed to help advertisers optimise campaigns around key retail moments, from product launches to peak sales periods, using first-party data.
A research partnership with RMIT University and Western Sydney University will examine shopping centres as "third places”, social environments outside home and work.
RMIT leads phase one, with findings due in 2027.
A dedicated partnerships team has been established, with activations at the upfront from Netflix, LEGO, Trinny London and Tesla.
Jacqui Waine, Scentre Group general manager of marketing and community, pointed to broader brand tie-ups including Disney, Live Nation and the Australian and New Zealand Olympic and Paralympic teams.
"These partnerships bring culture into our destinations in a way few others can," Waine said.
"When Westfield destinations across Australia and New Zealand become the place people come for what they love, it drives customer intent, memory, and ultimately action."
BrandSpace also flagged a content partnership with NOVA Entertainment combining audio, content and physical retail environments to create integrated brand experiences.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.