Reinventing out of home media measurement
12 months
Validation program
1,600+
Digital SmartScreens
42
Westfield destinations
How we approached it
Working as BrandSpace’s data and measurement partner (as TalentFirst.ai, now Xephyr), we ran a 12-month validation program across real campaigns and multiple categories. We built the measurement methodology behind the new suite, spanning customer engagement, brand uplift and customer impact, tested for data precision, network consistency and accuracy across 1,600-plus digital SmartScreens and 42 Westfield destinations in Australia and New Zealand.
What was in the way
Retail out-of-home had long been sold on reach and delivery, with little insight into whether campaigns actually engaged customers or moved brand and sales outcomes. BrandSpace, the media and advertising division of Scentre Group, wanted to bring the precision of digital measurement to its physical Westfield network and challenge the industry to expect more.
What changed
BrandSpace launched one of the most advanced measurement capabilities in retail out-of-home, publicly announced in February 2024. The methodology let BrandSpace report campaign results previously invisible in the channel, such as 2x higher spontaneous brand awareness on a Paramount Pictures campaign run with Wavemaker. As Lawrence Puang, our founder, put it: BrandSpace made a courageous move to re-imagine the measurement standard, and the market should be excited by the new standard.
High touchpoints of service, great attitude across the team. Expertise.
Scott Moore
General Manager, Scentre Group
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