Westfield Rise Completes Pan-European AI Measurement Rollout
There’s now a smarter way to measure physical retail media. With the Westfield London and Westfield Stratford City rollout now live, advertisers can measure campaign performance consistently across 23 Westfield destinations in Europe.
Brands have long focused on the digital performance – with strong understanding and evolution on what tracking brand outcomes. When it came to physical environments, whether that through OOH or Brand experiences, the budget would often fall off the plan when there wasn’t clear or consistent measurement to prove its effectiveness and purpose. Understanding what happens to consumers after they saw or interacted with a campaign was often put in the ‘difficult’ pot to justify.
Which is why at Westfield Rise, we've been working to close that gap and invested in AI-powered audience measurement technology. Developed in partnership with Digeiz, the measurement solution uses AI-powered technology to analyse visitor journeys across shopping centres. Fully aggregated, anonymised and GDPR-compliant, the platform enables brands to understand campaign exposure, measure audience engagement and assess the impact of advertising on store visitation and footfall. For international brands running campaigns across multiple markets, this means something increasingly valuable: a consistent way to evaluate campaign performance, audience engagement and real-world business outcomes across Europe.
Why retail media measurement is entering a new era
Retail media has become one of the fastest-growing advertising channels globally, driven by brands seeking closer proximity to consumers at key decision-making moments. As key audiences reach for more IRL experiences, the challenge on understanding the quality of attention and engagement in multiple formats is becoming more prevalent.
That is where advanced measurement is changing the conversation.
Completing the European picture
The UK launch represents more than the addition of another market.
It completes a connected European framework that allows advertisers to analyse campaigns using the same measurement methodology across Westfield flagship destinations in France, Germany, Spain, Austria, the Netherlands, Sweden, Poland, Czech Republic and the UK. Rather than reviewing isolated reports from individual markets, brands can now benchmark campaign performance across an international portfolio of destinations that collectively attract hundreds of millions of annual visits.
For Westfield Rise, it marks another step in our ambition to make physical retail media as measurable and accountable as digital advertising.
Turning audience behaviour into actionable insight
What marketers can measure
Westfield Rise’s data solution can provide great accountability – where we can use data to measure, monitor and improve campaigns for clients.
Our solution allows brands to measure:
Campaign opportunities-to-see by audience profile and time of day.
Audience exposure and engagement across different formats.
Store visitation and dwell time following campaign exposure.
Drive-to-store performance and incremental visitation impact.
This enables marketers to move beyond assumptions and understand how physical media contributes to consumer behaviour throughout the customer journey.
Proving the impact of real-world experiences
Key campaign performance insights
Analysis from campaigns measured across the Westfield network demonstrates the power of physical retail media to influence behaviour.
Advertisers have seen exposed shoppers become 27% more likely to visit a brand's store compared with non-exposed audiences.
The data also highlights the attention-generating power of experiential marketing. Experiential activations delivered average dwell times of 1 minute and 28 seconds, with almost one in four visitors engaging for more than 60 seconds.
These insights reinforce what many marketers already recognise: meaningful consumer engagement often happens when people actively choose to participate in a brand experience, rather than passively scrolling past content.
Building the future of intelligent retail media
Shopping destinations are no longer simply places to shop. They are becoming intelligent media environments, capable of combining audience data, premium media inventory, immersive experiences and measurable outcomes within a single ecosystem.
Backed by more than 2.8 billion purchase intent signals, Westfield Rise gives brands deeper insight into how consumers behave, engage and convert in some of Europe's most visited retail and leisure destinations.
And with the UK rollout now complete, there is huge excitement and opportunity to effectively use this data for more impactful campaigns and in the best chosen environments. The launch has been covered by leading retail technology publication Retail Tech Innovation Hub, reflecting growing industry interest in AI-powered retail media measurement and drive-to-store attribution.