Westfield Rise has introduced a new programmatic targeting solution for brands to reach over 600 distinct shopper profiles across its shopping centres.
This new capability is delivered through Westfield Rise's programmatic Digital Out-of-Home (DOOH) platform, which allows advertisers to reach audiences in physical retail spaces with digital-like targeting accuracy.
The system operates on anonymised artificial intelligence video analysis, which segments 100% of mall visitors by their footfall patterns, store visits, age, gender, and aggregated behavioural cues such as clothing choice or store interest. This segmentation enables brands to execute targeted campaigns with enhanced attribution, aiming to align better with audience intent.
With these insights, advertisers can determine precisely when, where, and on which screens within Westfield malls to display their campaigns. The platform provides the flexibility to target specific groups, such as beauty enthusiasts, technology consumers, or fashion-focused shoppers at the moment they are onsite and potentially most receptive to messaging. Measurement tools connect ad impressions directly to store visits, supporting detailed evaluation of campaign effectiveness.
The company states that this level of targeting will give brands a wider and more effective reach while optimising cost-per-mille (CPM) for target audiences. The data-driven approach also provides a clearer view of the customer journey, from when a visitor sees an advert to when they enter a store. According to Westfield Rise, the solution enables monitoring and optimisation of campaigns in near real time, offering a degree of accountability usually associated with digital advertising channels.
This launch ushers in a new era of precision for retail media. For the first time, advertisers can combine the creative power of physical media with digital-style analytics - transforming how success is defined and optimised in retail advertising. By making our shopping intent data available through programmatic, we're enabling brands to reach the right consumer at the right time on the right screen, and then measure the results with the same confidence as an online campaign. We're thrilled to lead the industry in bridging high-footfall environments with data-driven marketing, helping our clients engage shoppers more effectively and turn foot traffic into tangible ROI," said Candice Mayer-Gillet, Managing Director at Westfield Rise Europe.
The new offering strengthens Westfield Rise's proprietary data platform. It is currently accessible via Demand-Side Platforms (DSPs) such as Perion and Hawk in France, providing brands with enhanced ability to optimise DOOH campaigns using Westfield's audience data and achieving greater control over targeting parameters.
Data privacy and compliance are addressed by ensuring all Westfield Rise data utilised in these solutions meets regulatory requirements. The processes are developed in line with the French Data Protection Authority's (CNIL) 2022 guidelines regarding the use of intelligent or augmented cameras in public spaces.
Westfield Rise reports it is in advanced stages of discussions to roll out this programmatic offering to other markets, including Spain and the UK.
The programme forms a part of Westfield Rise's continued strategy to enhance data-driven marketing capabilities for retail environments. Through its proprietary AI-powered platform and select strategic partnerships, the company aims to deliver more accountable and precisely targeted marketing for brands wishing to engage with shoppers in large retail venues.
