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Back News Westfield rolls out giant LED displays to U.S. malls

Westfield rolls out giant LED displays to U.S. malls

One of the world’s biggest retail real-estate owners is embracing digital screens across its estate.

Westfield Group, which owns 119 shopping centres in its home country of Australia, New Zealand, the UK and the U.S., may be best known in the DOOH business for the range of digital media at its Westfield London mall.

But it also rolled out a digital-billboard network to six of its Australian sites earlier this year, and has now done the same at four U.S. locations: the Westfield San Francisco Centre; Garden State Plaza in Paramus, New Jersey ; Los Angeles Westfield Topanga; and Chicago Westfield Old Orchard.

The 10mm LED displays run an eight-minute loop. Four minutes are given over to advertising in 15-second spots, mall promotions occupy two minutes, and a further two minutes are used for news, sports and weather.

Advertisers are also offered a domination package which allows them to buy up all the airtime on one side of a billboard. Measuring 5.5m high and 4m wide, the displays are double-sided at the California and New Jersey sites, although the Chicago billboard is single-sided.

“We believe that our large-format digital spectacular displays are a first in U.S. shopping centres,” said David Askew, senior VP at Westfield Media Group.

They were supplied – as for the Australian shopping centres – by Daktronics, and are driven by its Visiconn software.


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