Sydney, Australia – Lendlease, the integrated real estate and investment group, is expanding its advertising platform and will bring in-house the management of its small-format digital advertising across its shopping centers and urban retail precincts.
Up until now, Lendlease has outsourced its small-format digital advertising in its shopping centers to out-of-home advertising agencies. With this new change in management, it is going to be one of the few shopping center landlords to take this platform in-house.
Lendlease’s internal sales team will now oversee content for local and direct campaigns, while its partners, oOh!media and Shopper Media Group will manage content for national agency campaigns.
By the middle of this year, in collaboration with its technology partner SureVision, Lendlease will have rolled out 107 small formal digital panels across six shopping centers including the following:
- Erina Fair, Erina NSW (National sales partner, oOh!media)
- Macarthur Square. Campbelltown NSW (National sales partner, oOh!media)
- Southlands Boulevard, Willerton WA (National sales partner, oOh!media)
- Northgate Shopping Centre, Geraldton WA (National sales partner, Shopper Media Group)
- Menai Marketplace, Menai NSW (National sales partner, Shopper Media Group)
- Settlement City, Port Macquarie NSW (National sales partner, Shopper Media Group)
Lendlease will roll out a further 270 panels across its other shopping centers and urban retail precincts by 2023.
The company said that the new panels will provide it with added benefit of valuable data analytics using facial recognition technology to measure metrics including age, gender and customer dwell time.
The expansion of its media operations follows the successful rollout of Lendlease’s large-format network across its retail assets, which in 2016 started with just 10 screens and have now grown to 22.
Sally Harding, the general Manager of pop up & media commercialization at lendlease, said that retailers in its shopping centers will benefit from working with the company directly on their campaigns, instead of going through an external advertising agency since retailers already know them and that they understand their business needs. On the customer side, meanwhile, they will be benefitting from having more content that’s relevant to them and their local community.
“As shopping centers evolve to meet the changing needs of consumers, we’re looking for opportunities to grow our revenue streams. We’ve had such success with our large-format network, it made sense to expand our in-house advertising platform to include small-format advertising,” commented Harding.