Westfield Reach 70 Million Shoppers Annually, Deal Delivers Audience with Over £2Billion Spending Power
UNITED KINGDOM — Ocean Outdoor has been awarded a new 10 year advertising contract with Westfield, one of the largest shopping centers in London. The new contract also includes the Stratford City retail and leisure complex’s exterior advertising estate, will reach 70 million shoppers annually representing approximately £2 billion of UK retail spend. Ocean has worked in partnership with Westfield from the opening of Westfield London in 2008. During this period the partnership delivered the first shopping environment with a digital out-of-home only solution.
The new contract will kick off a substantial level of investment in Ocean Outdoors’s exterior portfolio including next generation digital out-of-home (DOOH) screens and a refresh of Ocean’s current inventory. New locations will also include a giant full motion screen that is expected to be the largest in London. The £100 million Westfield contract also includes large format full motion screens planned for the second phase of Westfield London’s £1 billion expansion in Shepherd’s Bush.
There are also enhancement plans for the Westfield Stratford screens to align both Centers with the levels of connectivity offered to shoppers by Ocean’s high speed fibre wifi network at Westfield London and its full motion national network, The Grid. The two Centers offer advertisers and brands an unprecedented opportunity to link the £1 billion spend in the East of London to the £1 billion retail spend of West London. Westfield’s retail offer is growing faster than central London in terms of annual retail sales.
“Westfield has transformed London’s retail and leisure landscape since Westfield London opened in 2008, reinventing the way consumers shop, dine and enjoy themselves by inspiring them with new and exciting experiences and through the adoption of new technologies,” said Peter Miller, COO Westfield UK/Europe. “We are delighted to often be the first locations to showcase innovation in our digital out-of-home media proposition, and with access to over 70 million shoppers across our two London destinations, and significant coverage of the London consumer market, we create the best environments and experiences for the advertising community, retailers and brands to impact and influence our shoppers and visitors.”
“This is a huge win for Ocean, consolidating our position of strength in London’s best performing retail locations,” said Tim Bleakley CEO of the Ocean Group. “Westfield is a lifestyle destination as well as an outstanding retail destination. The joint Westfield proposition provides advertisers access to consumers with one of the largest shopping basket spends in London. “We are incredibly proud to have the opportunity to apply our expertise and experience across the UK’s most valuable retail assets and to continue to pioneer digital out of home with Westfield.”
Ocean Outdoor and Westfield have created some of the UK’s most iconic DOOH screens, including the world’s only triple screen single display at Holland Park Roundabout and the famous Eat Street screen that has featured in some of DOOH’S most awarded and innovative campaigns including last year’s Cannes Gold winner Women’s Aid.
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media