Nova Entertainment and Brandspace, Scentre Group's retail media division, have struck a partnership to create a single pathway to plan, buy and measure campaigns across the audio network and 42 retail destinations.
The deal will reach more than 12.2 million Australians across radio, music, podcasts, digital, retail media and in-centre activations.
"This collaboration is a direct response to what brands are asking us for: simpler, more connected solutions that deliver measurable results," said Nicole Bence, Nova's chief commercial officer.
"We want the case for investing with us to be easy and irrefutable. It's certainly no secret that audio and retail media are powerfully complementary mediums from a performance perspective, so this is the natural next step for us.
"Now, a single brief can unlock the eyes and ears of over 12.2 million Australians, the influence of some of the country's most trusted creators and the experiential impact of Westfield destinations."
Adam Sadler, general manager AUNZ at Brandspace, said Westfield destinations sit at the heart of Australian and New Zealand communities with 540 million customer visits in 2025.
"By working together with Nova, we're providing a simpler pathway to extend those moments across both our ecosystems, delivering integrated channel planning for our partners,” he said.
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