Unibail-Rodamco-Westfield and The Cloud + Compass ink OOH media deal
Unibail-Rodamco-Westfield (URW) has announced a three year deal with The Cloud + Compass to deliver OOH media campaigns featuring real-time footfall data at Westfield London and Westfield Stratford City.
The use of a StoreBoost platform, which is connected to the JCDecaux network of digital screens in URW’s UK malls, and Digital Doorman technology, will kick off with campaigns from Deezer and L’Occitane.
The roll-out follows trials in 2020 with brands including Nespresso, Vue cinemas, Lacoste and Boots.
Chris Lynham, Head of Media and Client Operations for UK and Europe at URW, says: “Through partnering with The Cloud + Compass we’re able to exhibit targeted advertising in real-time that benefits the customer through insights.”
“We’re now able to use actionable data to trigger on screen campaigns in real-time and measure the impact on footfall. This measurability enables Westfield’s OOH media to be the physical retail equivalent of the last click of a website or online purchase.”
Dan Douglas, Founder of The Cloud + Compass, comments: “URW has the best malls in the world and media in proximity to their retailers, yet few retailers previously used the advertising screens to directly drive footfall.”
“With footfall data now giving brands precision insight and premium moments to target plus the ability to buy programmatically, they can target the moments that matter and optimise their spend and messaging to drive growth.”
He concludes: “Out of home media is historically seen as a brand channel, but we’ve demonstrated it can be both measurable and deliver on performance as well as brand metrics.”
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