Two separate initiatives announced this week flag the growth of smart display adverting screens throughout New Zealand.
The Scentre Group, which owns the Westfield stores in New Zealand and Australia, has announced plans to have network of 175 interconnected digital screens delivering advertising to customers in all its New Zealand stores by 27 March.
“Critically, these screens form part of the connected digital screen network of over 1,500 SmartScreens and SuperScreens positioned to influence every shopper journey across 46 shopping centres, including 39 Westfield shopping centres, in Australia & New Zealand,” Scentre said.
Bill Burton, Scentre group GM brand and media experience, said: “The vision for us is to connect brands and advertising partners with over 46 million shopping visits a year and drive energy and sales to over 800 retail destinations in our centres in New Zealand.
“We’ve commenced our talks with the New Zealand market, and the feedback and booking momentum has been extremely positive. Scentre lists Nespresso; Sky TV, Nivea, Holden; Fisher & Paykel and Vodafone as initial advertisers
Scentre said it was commited to “investing in innovation and digital technologies that enhance the retail and customer experience in Westfield shopping centres.”
An inkling of just what this might mean down the track can be gained from another announcement on the same day.
Adshel adds real estate intelligence
Outdoor advertising company Adshel NZ announced a new targeting initiative for advertisers that integrates property and location insights from CoreLogic with its advertising displays.
CoreLogic claims to be the leading provider of property insights in Australia and New Zealand with data that includes property listings, property sales, property valuation and mortgage market data.
Adshel said the initiative was aimed at advertisers wishing to target consumers who are in the market to purchase a property, have recently purchased a property or who are interested in switching their mortgage finance partner.
Adshel New Zealand’s sales and marketing director, Ben Gibb, said: “CoreLogic’s property data combined with Adshel’s existing census and proximity targeting and Roy Morgan’s Helix personas give us a powerful tool to assist a broad spectrum of New Zealand advertisers in more effectively targeting their customer segments with relevant messaging wherever they are.”
He added: “As well as their data CoreLogic have given us access to their mapping tool which can be overlaid with our existing datasets and allows us to clearly visualise the data through heat-mapping.”
He listed as possible use cases banks being able to easily identify the streets, suburbs and areas where they are underweight or overweight in terms of mortgage coverage and target their campaign messaging accordingly and being able to identify areas where there are large numbers of houses for sale.
Gibbs added: “We have a national footprint, with over 3,200 panels across New Zealand, which provides advertisers with the capability to deliver precision targeting at scale. When we combine our increasing audience profiling capabilities with the scale of our network we have a unique offering for our clients unmatched in the industry.”
These initiatives are just the beginning in targeted advertising. Bricks and mortar retailers faced with growing competition from online players are seeking ever more ways to develop closer relationships with customers: identifying individual customers from their mobile phones and delivering targeted messages as they pass a particular screen is on the cards.