Lendlease is expanding its advertising platform and will bring in-house the management of its small format digital advertising across its shopping centres and urban retail precincts.
Up until now, Lendlease has outsourced small format digital advertising in its shopping centres to out-of-home advertising agencies. It is one of the few shopping centre 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.
“As shopping centres evolve to meet the changing needs of consumers, we’re looking for opportunities to grow our revenue streams,” said Sally Harding, General Manager, Pop-up & Media Commercialisation. “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.”
“Retailers in our shopping centres will benefit from working with us directly on their campaigns, instead of going through an external advertising agency. Our retailers already know us and we understand their business needs, and customers will benefit from having more content that’s relevant to them and their local community,” Harding said.
In collaboration with technology partner, SureVision, Lendlease will have rolled out 107 small formal digital panels across six shopping centres by the middle of this year, including:
- 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 centres and urban retail precincts by 2023.
The new panels have the added benefit of providing Lendlease with valuable data analytics using facial recognition technology to measure metrics including age, gender and customer dwell time.
This expansion of its media operations follows the successful roll out of Lendlease’s large format network across its retail assets, which started with just ten screens in 2016 and has grown to 22 screens today.