Programmatic targeting solution capabilities have entered the physical retail space, as Westfield Rise launches a first-of-its-kind platform for in-mall Digital Out-of-Home (DOOH) advertising. The system leverages anonymized AI video analysis to segment shoppers across Westfield malls into over 600 profile types, including behavior-based insights such as store visits, age, gender, and interest cues like clothing or brand affinity.
This solution enables advertisers to programmatically control where, when, and to whom ads are displayed across mall screens, targeting fashion seekers, tech enthusiasts, or beauty fans at moments of high intent. By directly connecting ad impressions to store visits, the platform enables near real-time performance tracking, thereby enhancing campaign attribution and CPM optimization.
Currently available via DSPs like Perion and Hawk in France, the platform is fully GDPR-compliant and set to expand into the UK and Spain.
Image Credit: internetretailing.net
Key Themes Behind This Trend
- AI-powered Shopper Profiling
- The emergence of AI video analysis in retail environments facilitates the creation of detailed shopper profiles, enabling more personalized and effective marketing strategies.
- Programmatic In-mall DOOH Advertising
- The advent of programmatic advertising solutions within physical retail spaces offers refined control and precision in delivering targeted advertisements to shoppers.
- Real-time Performance Tracking
- Real-time tracking capabilities connect advertisement viewership to in-store actions, allowing marketers to assess and optimize advertising effectiveness with unprecedented accuracy.
Where This Applies
- Retail Technology
- The integration of advanced programmatic and AI technologies into retail spaces is transforming traditional shopping centers into smart environments that enhance customer engagement.
- Digital Out-of-home Advertising
- The evolution of DOOH advertising platforms within physical locations is expanding opportunities for brands to capture consumer interest dynamically and contextually.
- Data Analytics
- Sophisticated data analytics in retail are unlocking new dimensions for advertisers to measure and improve campaign performance through behavioral and demographic insights.
