Scentre Group’s in-house media and advertising division, BrandSpace has refined its exclusive Screen network with 100% of Scentre Group’s digital out of home network now available for programmatic transactions.
All 1,600+ Australian network screens are now equipped with state-of-the-art technology and deliver a completely digital, full-motion display to captivate audience attention across the premium Westfield audience.
The recent addition of 40 Large Format Super screens bolsters the programmatic offering and provides retail OOH campaign impact with creative options in the most productive centres to drive attention and recall metrics. This is teamed with the capability to deliver large-format campaign impact via 20 second full-motion creative executions.
GM of BrandSpace Scott Moore, said for many years, the company's partners have valued the impact and scale of its SuperScreens.
"Now that our entire network can be accessed programmatically, even more brands can connect with the Westfield customer, with full motion content in the premium Westfield environment," he said.
"Now having Australia’s leading Retail Out of Home offer 100% on programmatic makes it a powerful and simple proposition.”
As part of its commitment to industry best practice, Scentre Group’s BrandSpace also utilises MOVE 1.5, the OMA’s upgraded audience measurement system, to improve the alignment and consistency of Digital Out of Home, whether it is traded programmatically or direct.
These advancements have been led by BrandSpace’s newly created Digital Sales and Programmatic team, whose remit is focused on digital growth solutions for all partners.
Recently appointed BrandSpace national digital sales manager, Burzin Mehta, said this evolved offering is in response to requests to make accessing the network of SmartScreens and SuperScreens easier and more impactful.
"By adopting enhanced industry standards, we are empowering our partners to make more informed decisions, whilst confidently demonstrating the impact and value we know our premium environments can achieve," he said.
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