Westfield BrandSpace ended the calendar year as the leading player in the new retail outdoor category with a 96.7 per cent year-on-year growth.
Data released by SMI showed the retail outdoor category grew by 56.6 per cent in December 2011 despite media overall reporting a 0 per cent annual growth. The strong performance of the outdoor category was due to Westfield Brandspace’s 22.5 per cent annual growth.
Westfield BrandSpace is the media & brand activation division of Westfield Shopping Centres which runs a range of media assets, including large-format digital screens across 37 Westfield centres nationally.
Bill Burton, Westfield BrandSpace general manager, attributes the category’s success to the increasingly important role of the retail environment within the overall communications mix.
“We are seeing an increasing desire from marketers and their agencies to find powerful ways to harness the full potential of the retail environment and drive sales,” he said.
“Outdoor retail is true mass media right at the heart of the path to purchase. Clients are looking for smart ways to not only reach the shopper, but to engage them, influence them and ultimately, convert them into a customer. ”
“In an average month we have 7 million shoppers coming through our centres equating to over 440 million shopper visits a year. That’s a significant audience for any marketer to leverage at the point of purchase.”
Sony, American Express, Virgin Australia, Coca-Cola, Telstra and Unilever were some brands that ran retail marketing campaigns with Westfield BrandSpace across Westfield centres nationally in 2011.
“Brands still use the Westfield environment to run great advertising, but they are increasingly looking to integrate the media assets with our other platforms – including experiential activations, online, mobile, road-shows, marketing events, sales promotions, sampling and retailer alignment,” Burton said.
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