BrandSpace, Scentre Group’s internal media and advertising business has improved its unique screen network product suite to fulfill consumer demand. The improvement of its programmatic offering is the primary goal of this endeavor. The platform has further empowered 100 percent of Scentre Group’s Digital Out of Home (DOOH) Network.
This comprehensive countrywide overhaul of its digital screen network is what has allowed for this creativity and expansion. Modern technology is now available on all 1,600 Australian network screens. Furthermore, they will also provide a fully digital, full-motion presentation to capture the interest of the Westfield audience.
The programmatic offering has improved with the most recent addition of 40 Large Format Super Screens. Additionally, it offers unique solutions for retail OOH ad impact in the most fruitful areas to drive attention and recall metrics. The capacity to provide large-format marketing impact through 20-second full-motion creative executions is paired with this.
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Scentre Group’s BrandSpace uses MOVE 1.5 as part of its dedication to industry best practices. MOVE 1.5 is OMA’s upgraded audience measurement system aimed at improving the alignment and consistency of Digital Out of Home, whether it is traded programmatically or directly. Partners have praised the inclusion of MOVE 1.5 as the data source for the impression multiplier in the market offering. BrandSpace’s newly created Digital Sales and Programmatic team is leading these developments. Their mandate is to provide all partners with digital growth solutions.
General manager, of BrandSpace, Scott Moore said,
For many years our partners have valued the impact and scale of our 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. Now having Australia’s leading Retail Out of Home offer 100 per cent on programmatic makes it a powerful and simple proposition.
Recently appointed BrandSpace, national digital sales manager, Burzin Mehta said:
This evolved offering is in response to requests to make accessing our 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.
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