Broadsign to Power Digital Media Screens at Westfield’s U.S. Flagship Shopping Centers

by Katie Lee

New York City — Broadsign International, LLC, has reached an agreement with Westfield Corporation, one of the world’s largest shopping center owners and managers, to power Westfield’s existing digital media network of 500 screens located at 18 flagship shopping centers across the U.S.

The full Broadsign platform will be used to power the Westfield Network, which is designed and managed by Esprit Digital, a premium full-service digital signage installation, maintenance and support provider. This includes Broadsign Control to automate the delivery of targeted and contextual messaging and advertisements to Westfield’s network of high-impact digital screens as well as Broadsign Direct to help Westfield’s brand ventures team more efficiently manage and sell ad space. Westfield will also be integrating its inventory with Broadsign Reach to make its network available programmatically to global media buyers.

“When the right content is displayed to the right audience, advertising and messaging is complementary to the shopper experience,” says Charley DeLana, executive vice president of brand ventures at Westfield. “We want to provide advertisers with every opportunity to reach consumers in interesting and exciting ways, and Broadsign allows us to execute on this forward-thinking vision.”

To enable precise campaign targeting, the partnership includes integration with Quividi’s audience analytics software to detect Westfield’s audience demographics. The network also integrates behavioral and environmental triggers such as weather and location data to add further context to campaigns, and TINT software to stream user-generated social media content to screens in real time.

“Successful shopping malls are those that go beyond a simple retail destination to create a unique and exciting experience,” says Maarten Dollevoet, senior vice president of global sales at Broadsign. “Through our partnership, Westfield is able to merge retail and media to create an environment that is beneficial to visitors, retailers and advertisers alike.”

Broadsign is the leading digital out-of-home (DOOH) marketing platform that enables brands, agencies and DOOH media publishers to buy, sell and deliver DOOH campaigns efficiently, reliably and securely. Lighting up airports, shopping malls, health clinics, street corners and more, the Broadsign platform powers screens at the heart of people’s lives and delivers more than 11 billion ads and 30 billion impressions per month.

Esprit Digital create unique, affordable, ultra-reliable digital screen solutions for any application. The company has designed, manufactured and installed many of the world’s most iconic digital media networks for clients such as Shell, BP, Sony and Westfield. Esprit currently operates more than 5,000 displays in over 25 countries around the world.

SOURCE: Broadsign International

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