In what is being seen as a game-changer for the digital out-of-home sector in the US, Westfield is in the process of replacing its traditional paper-based advertising furniture with a network of super-slim freestanding 75” LCD pods featuring across its 17 flagship malls.
These sleek high-bright pods were designed and manufactured in the UK and then assembled in the US by DOOH experts, Esprit Digital, and have been deployed in a variety of formats for both indoor and outdoor use.
The first phase of this huge roll out includes 147 double-sided indoor pods, 18 double-sided indoor tall pods, three single-sided indoor pods, one wall-mounted indoor unit and 54 double-sided outdoor units.
Each bespoke indoor unit houses 75” LG 75UH5C 4K LCDs positioned at eye-level, while the outdoor units feature 75” 75XF3C 4K LCDs that achieve a brightness of 3000nit when in direct sunlight, providing a superior picture quality. Bright white LED side strips are just one of the finishing touches alongside gold front plates featuring the Westfield logo.
The Westfield Network provides the opportunity for limitless creativity and brand engagement on the frontend thanks to great image reproduction and uniformity throughout the mall network. The pods are equipped with full audience monitoring software with the ability to track consumers on their journey through each mall while offering real-time consumer data insights like demographics, dwell/attention time and mood. When consumers are in close proximity to the screens, advertisers are able to tailor and deploy their content to specifically targeted demographics, with the right message, at the right time.
The displays feature the latest Cortex thermal and remote management technology connected to the Esprit Network Operating Centres around the world, virtually eliminating physical maintenance visits. As well as full audience measurement, the pods have built-in iBeacons and ClearSpace™ – Esprit Digital’s proprietary sensor system that alerts management to any obstructions in front of their screens.
Charley Delana, Executive Vice President, Westfield explains;
“Our aim was to transform out-of-home mall advertising and we certainly achieved and exceeded that goal thanks to Esprit Digital. Our network provides brands with an opportunity for limitless creativity while offering live data and high levels of consumer engagement. The pods look better than we could have ever imagined and the project team successfully installed across all locations seamlessly. Esprit’s experienced operations managers were permanently on hand to advise and guide us through the process.”
Peter Livesey, CEO, Esprit Digital comments;
“This was an important win for us and provides an excellent showcase of our capabilities to the US market. These double-sided pods are highly stylised, minimal footprint, iconic structures that incorporate the very latest technology at a sensible unit cost that guarantees a fast ROI. Following our largescale deployments for Westfield in both London and Australia, to be chosen to deliver their key advertising network in the US was a huge endorsement of the Esprit Digital model. Our end-to-end service from initial design to final installation and lifetime support obviously works for Westfield globally and other infrastructure owners are now following their lead.”
