BrandSpace introduces Programmatic Buying Capability across entire digital screen network
BrandSpace, the media and retail kiosk and pop-up division of Scentre Group, owner, and operator of 42 Westfield destinations across New Zealand and Australia, has launched full programmatic buying capabilities across its entire digital screen network in New Zealand.
The announcement sees every Westfield SuperScreen joining the existing programmatic network, including Westfield locations in Albany, Newmarket, Riccarton, Manukau, and St Lukes.
Richelle Scott, Head of BrandSpace NZ, said of the launch: “We are thrilled to extend programmatic to our SuperScreens, giving our partners the ability to buy and execute campaigns in real time across our entire network of screens. As the owner-operator of these premium retail destinations, we offer a level of flexibility, targeting, and customisation that is unmatched.”
These state-of-the-art screens allow brands and businesses to engage customers in high-traffic, high-dwell areas while they shop, dine and socialise. The SuperScreens are equipped with full-motion video with 360-degree visibility, 3D technology, dynamic content display capabilities, and an advanced reporting suite. The format offers deeply immersive creative potential while also providing brands the insights needed to track and measure campaign performance with precision.
With the launch of full programmatic buying capabilities, BrandSpace is setting a new standard for dynamic, data-driven advertising. Brands looking to elevate their campaigns are encouraged to explore this new offering and unlock the full potential of Westfield’s premium retail audience.
Scentre Group’s strategic focus on customer visitation continues to drive sales productivity for business partners.
In 2023, Westfield’s New Zealand destinations had $44.3 million customer visits¹ and recorded $2.4 billion in New Zealand portfolio sales².
¹Customer visits for the 12 months to 30 December 2023.
²Business Partner Sales for the 12 months to 30 December 2023)