REVOLUTIONIZING DIGITAL OUT-OF-HOME MEDIA AT WESTFIELD MALLS
After introducing an integrated network of 525 intuitive digital media screens one year ago, the Brand Ventures team at Unibail-Rodamco-Westfield will now offer clients unprecedented direct access to a live ‘ I n s i g h t s P o r t a l ’
New York, NY (July 9, 2018)—The Brand Ventures division of Unibail – Rodamco-Westfield is celebrat ing the one-year anniversary of the launch of its state-of-the-art digital out-of-home media network by introducing an ‘ I n s i g h t s Po r t a l ’ that can track minute-by-minute campaign per formance, including the measurement of consumer dwell time, attention time, and demographics. The portal will be available exclusively to cl ients utilizing the company’s intuitive media screens located at 17 flagship retail destinations across top media markets in the United States.
Leading consumer retail, luxury, enter tainment, and telecom brands (including over 100 new partners) have advertised on the network – taking advantage of the platform’s unique ability to capture data on consumer engagement and demographics in real- time, including age and gender profile of viewers in close proximity.
The network’s technology uses these real – time analytics to optimize advertising content to be meaningful, relevant, and engaging for the person or persons in proximity to a screen at any given moment in t ime. This means that advertisers are able to strategically tailor their content with the right message, for the right audience, at the right time.
“During this past year, we have unequivocally demonstrated to brand partners that our network’s technology can dramatically ‘cut through’ with consumers to optimize campaign effectiveness,” said Charley DeLana, EVP Brand Ventures at Unibail -Rodamco-Westfield. “ In fact, by leveraging customer data in real-time, we are able to amplify creative possibilities, maximize dwell and attention times, and set new industry benchmarks unmatched by other out-of-home, or even online digital, channels.”
To celebrate the one-year anniversary of the network’s launch, Unibail – Rodamco-Westfield’ s Brand Ventures team will also now – for the first time – offer clients their own direct access to a campaign-specific ‘ Insights Portal ’ which tracks minute-by-minute campaign performance, including the measurement of consumer dwell time, attention time, and demographics.
That means that brand partners will be able to analyze for themselves – in real – t ime and on an easy-to-use digital portal– accurate informat ion about the individuals viewing thei r campaigns and the amount of time they are focusing on a message. The immediacy of these data points can provide immense benefit for clients wishing to understand how particular creat ive content is resonat ing wi th a target audience at any given moment in time.
Moving into the future, the power of the network and the ‘ I n s i g h t s Po r t a l ’ will be enhanced even fur ther wi th the ability to both customize advertising content and analyze engagement on a much more granular basis – fusing consumer demographics and psychographics – and giving brand par tners the ability to niche-target in a way never done before on OOH platforms.
More detai ls on these capabilities will be announced at a later date.
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Media inquiries:
JESSEL TAANK
+1.310.557.4279
ABOUT WESTFIELD-UNIBAIL-RODAMCO
Unibail -Rodamco-Westfield is the premier global developer and operator of flagship shopping destinations. With a portfolio valued at € 6 2 Bn as at 31 December 2017, of which 88% in retail, 7% in offices and 6% in convention & exhibition venues, the Group owns and operates 102 shopping centres, of which 56 are flagships in the most dynamic cities in Europe and the United States. Its centres welcome 1.2 billion visits per year . Present in 2 continents and in 13 countries, Unibail-Rodamco-Westfield provides a unique platform for retailers and brand events, and offers an exceptional and constantly renewed experience for customers.
With the support of its 3,700 professionals and an unparalleled track – record and know-how, Unibail -Rodamco-Westfield is ideally positioned to generate superior value and develop world-class projects. The Group has the largest development pipeline in the industry worth € 13 Bn.
Unibail-Rodamco-Westfield distinguishes itself by its Better Places 2030 agenda, that sets its ambition to create better places that respect the highest environmental standards and contribute to better cities.
Unibail-Rodamco-Westfield is listed on Euronext Amsterdam and Euronext Paris (Euronext ticker : URW) . A secondary listing has been established in Australia through Chess Depositary Interests. The Group benefits from a rating in the A category from Standard & Poor’s, Moody’s and Fitch Ratings .
For more informat ion, please visit www.urw.com