Westfield launches interactive experiential ratecard
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Westfield UK has today launched an industry first with an interactive digital rate card for all the experiential advertising spaces at its four UK shopping malls. The immersive technology will allow OOH specialists and experiential advertising agencies to view any experiential site digitally as if they were standing in the Shopping centre itself.
Created by the immersive digital content agency Visualise the interactive rate-card shows demographics, pricing details and other relevant statistics overlaid on each experiential site. The views and data can all be accessed through just one website link.
Previously brands and agencies have relied on pdfs containing static site pictures to provide the information they need for planning and buying campaigns. The interactive rate card will enable them to go on a virtual site visit from their desks, tablets or mobiles. The Visualise system is being installed this week at Westfield Stratford City, Westfield London, Westfield Merry Hill and Westfield Derby.
Westfield’s director of operations, Bill Giouroukos said: ““Westfield always strives to be at the forefront of industry changing innovation and the interactive rate-card which we are introducing to the market is a great example of how we can offer a better and faster paced service to the media market through new technologies. “Within 30 seconds a brand or buyer can click a button on their tablet and view a Westfield experiential site and move the tablet in the direction they want to view. It is the perfect balance between the onsite and online experience, which we believe, will facilitate a quicker purchase decision.
“Westfield centres receive over 2 million customers every week making them a prime environment for brands to interact with consumers at the point of purchase.”
Visualise COO Henry Stuart comments: “Interactive rate-cards will set the standard for how premium event and exhibition space is sold in the next 24 months. One URL (which can be tracked/measured 24-7) will allow anyone anywhere in the world to view a venue as if they were actually standing there, it is the future of venue marketing.”
