Westfield Rise launches new programmatic Digital Out-of-Home offering

In-Mall Retail Media: Westfield Rise Unveils the First Programmatic Targeting Solution Based on Shopper Profiles 

In a major leap forward for retail media and data-driven marketing, brands can now target around 600 shopper profiles across Westfield’s shopping centres.   

  This industry-first capability is powered by Westfield Rise’s new programmatic Digital Out-of-Home (DOOH) offering, bringing digital-style precision to real-world advertising.  

  At the heart of this breakthrough is anonymised AI video analysis that segments 100% of mall visitors —by footfall patterns, store visits, age, gender, and aggregated behavioural cues like clothing or store interest. The result: smarter targeting, richer attribution, and laser-focused campaigns that align with audience intent.  

Advertisers can now choose exactly when, where, and on which Westfield screens to show their message—reaching beauty fans, tech lovers or fashion hunters right when they’re on-site and ready to act. It's precision marketing at scale, with digital-style measurement that connects impressions directly to store visits.  

The result will give brands a better reach and more effective campaigns whilst optimising CPM on target audience. It also gives them a clearer view of the customer journey from impression to store entry. As a result, campaign success can be evaluated and optimised in near real time, bringing a new level of accountability to DOOH.   This innovation enables us to connect precise targeting with measurable performance. 

 “This launch ushers in a new era of precision for retail media,” said Candice Mayer-Gillet, Managing Director at Westfield Rise Europe. “For the first time, advertisers can combine the creative power of physical media with digital-style analytics—transforming how success is defined and optimised in retail advertising.   

 “By making our shopping intent data available through programmatic, we’re enabling brands to reach the right consumer at the right time on the right screen, and then measure the results with the same confidence as an online campaign. We’re thrilled to lead the industry in bridging high-footfall environments with data-driven marketing, helping our clients engage shoppers more effectively and turn foot traffic into tangible ROI.”   

This new offering enhances Westfield Rise’s proprietary data platform, and is now available through Demand-Side Platforms (DSPs) Perion and Hawk in France. Brands can now efficiently optimize their DOOH media buying using Westfield data—offering unprecedented control over audience targeting. 

All Westfield Rise data powering these solutions is processed in full compliance with current regulations, notably aligned with the CNIL’s July 19, 2022 guidance on the use of so-called “intelligent” or “augmented” cameras in public spaces. 

With this programmatic rollout, Westfield Rise cements its position at the forefront of retail media innovation. By leveraging AI-driven audience intelligence and strategic partnerships, the company is delivering a smarter, more accountable way for marketers to engage millions of real-world shoppers. In an era where marketers demand both scale and precision, Westfield Rise’s data-powered DOOH offering is a game-changer – marrying the reach of high-traffic retail hubs with the targeting savvy and measurement rigor of digital advertising.   

For more information, visit www.westfieldrise.com