In a major step forward for in-store – or rather in-mall – retail media and data-driven marketing, brands can now target around 600 shopper profiles across Westfield’s shopping centres via Digital Out Of Home (DOOH) screens run by Westfield Rise’s new programmatic platform.
At the heart of this breakthrough is anonymised AI video analysis that segments 100% of Westfield mall visitors – by footfall patterns, store visits, age, gender,and aggregated behavioural cues such as clothing or store interest. The result: smarter targeting, richer attribution, and laser-focused campaigns that align with audience intent, says the company.
Advertisers can now choose exactly when, where and on which Westfield screens to show their message, reaching beauty fans, tech lovers or fashion hunters right when they’re on-site and ready to act. It’s precision marketing at scale, with digital-style measurement that connects impressions directly to store visits.
The result will give brands a better reach and more effective campaigns, while optimising CPM on target audience. It also gives them a clearer view of the customer journey from impression to store entry. As a result, campaign success can be evaluated and optimised in near real time, bringing a new level of accountability to DOOH. This innovation enables us to connect precise targeting with measurable performance.
“This launch ushers in a new era of precision for retail media,” says Candice Mayer-Gillet, Managing Director at Westfield Rise Europe. “For the first time, advertisers can combine the creative power of physical media with digital-style analytics—transforming how success is defined and optimised in retail advertising. By making our shopping intent data available through programmatic, we’re enabling brands to reach the right consumer at the right time on the right screen, and then measure the results with the same confidence as an online campaign. We’re thrilled to lead the industry in bridging high-footfall environments with data-driven marketing, helping our clients engage shoppers more effectively and turn foot traffic into tangible ROI.”
This new offering enhances Westfield Rise’s proprietary data platform, and is now available through Demand-Side Platforms (DSPs) Perion and Hawk in France. Brands can now efficiently optimize their DOOH media buying using Westfield data—offering unprecedented control over audience targeting.
All Westfield Rise data powering these solutions is processed in full compliance with current regulations, notably aligned with the CNIL’s July 19, 2022 guidance on the use of so-called “intelligent” or “augmented” cameras in public spaces.
Westfield Rise is also in advanced discussions to extend this offering across other countries such as Spain and the UK.
Put this story in context – Download the Retail MediaX Instore report to learn more about the wider instore retail media market and how it is developing – and where the lines between DOOH and retail media are blurring
