Westfield’s smart screens to serve up customized offers to mall shoppers
State-of-the-art digital screens that can identify demographic information of passersby and pitch them personalized offers from brands are making their way into Westfield malls in top DMAs.
Employing a proprietary suite of technologies, the six-foot-tall, high-definition screens scan passersby and — apparently through smartphone data and facial imaging — determine their demographic profiles to serve them customized ads.
Charley DeLuna, the company’s executive VP of brand ventures, claimed the Westfield Digital Network serves-up out-of-home ads in a way brick-and-mortar players could only once dream about.
“On the front end, we now have the ability to deliver dynamic and intuitive content to millions of Westfield customers, while also providing robust analytics on engagement and demographics back to advertisers,” DeLuna said.
But brand advertising isn’t the only thing the big mall owner has in mind for its video network. It will also use it to provide content on local arts and cultural events and to broadcast live events — like concerts by top performers — across its properties.
Westfield Network screens will be appearing in New York, Los Angeles, Chicago, San Francisco, and Washington, D.C., among other cities. The company has made a pledge to maintain the privacy of all shoppers.
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