Gewista, Austria's Out-Of-Home market leader, celebrates the first anniversary of the newly developed business segment "Shopping Center Advertising" and takes stock of a successful start. In the two largest shopping centres in the country, the Westfield Donau Zentrum and the Westfield Shopping City Süd, more than 300 campaigns have already been realised with more than 100 customers since the launch. One of the many highlights was the "Disney+ Days", with an appealing promotion and strong media presence in the entire Westfield Donau Zentrum.
The two largest shopping centres in Austria together attract almost 44 million visitors a year. Our offer there therefore has an enormously high frequency. Now I am looking forward to the future cooperations: In addition to the upcoming Christmas business, which is so important for the retail sector, we also have a lot of plans for the shopping centres with the continuous further development of 'programmatic ooh'.Andrea Groh, Chief Sales Officer at Gewista, is delighted with the results of the first twelve months
By means of programmatic playout, the spaces can be booked depending on numerous parameters - including time of day and weather - so that the messages reach the target groups particularly efficiently. Due to the high demand for shopping spaces, Gewista is currently working on a bundling of advertising spaces in the vicinity of attractive shopping facilities. In this way, the coveted target group in "shopping mood" can be reached directly at the point of sale without great effort.
Gewista was able to implement almost 50 campaign days in the two centres this year as a cooperation partner of Unibail-Rodamco-Westfield, among others with KFC, NÖM, A1 and Ströck. A special highlight was the "Disney+ Days" with a holistic branding of the centre, where Gewista's moving image potential could be fully exploited.
We are very pleased that we were able to present our diverse Disney+ offer as part of the 'Disney+ Day' at the Westfield Donau Zentrum. Our Disney+ stand not only brought our large portfolio of films and series to life, but also showed how effective shopping centre advertising can be.Klemens Karwinski Marketing Manager The Walt Disney Company
A fixed point in our KFC media planning are campaigns in the Westfield Shopping City South, which generate quick attention at the POS. An integrated approach of outdoor and indoor creates good visibility along the consumer journey.Agnieszka Imsirovic Head of Marketing & Supply Chain KFC Austria
As part of the A1 Speed Stunt, we made it possible to experience A1's high-speed Internet - the combination of an interactive, playful promotion with the numerous Digi Screens in the DZ resulted in the optimal combination for us due to the high recognition value.Marco Harfmann Director Marketing Communications A1 Telekom Austria AG
A highly frequented promotion area directly at the POS and not dependent on the weather - from my point of view, this clearly speaks for the brand presence in the shopping centre. To have as many brand touchpoints as possible, we also use the digital city lights on site. After all, what could be better than combining a successful advertising presence with an activating live promotion and a sample of enjoyment? That is contact quality!Veronika Breyer Marketing Manager of NÖM
Our long-term tailormade offers are particularly interesting for operators of branches in shopping centres. Customers are picked up directly at the POS via Gewista spaces and informed about current promotions.
With the digital advertising spaces in the Westfield Donau Zentrum, we can advertise the offers of our new branch in an eye-catching way and have the flexibility to continuously update the advertising depending on the focus.Andrea Unger-Posch Marketing Manager Ströck and Marketer of the Year
The customers of the shopping centres can experience the brands all around. The customer journey begins with the arrival by car or public transport, where the visitors already come into contact with the brands through Gewista spaces. On site, the full programme is offered by means of digital city lights, lift advertising or via samplings. The head of the Shopping Center Advertising unit on the unforgettable brand experiences for visitors:
Through our selected tailor-made product bundles, we were able to implement strong brand presences in these two largest shopping malls with numerous centre tenants across all sectors. In the shopping centres - directly at the POS - we have our optimal "playground" to use synergies between "digital", "promotions" and "social media" and to implement high-impact campaigns.Heike Fischer Head of the Shopping Center Advertising Unit
Agencies also appreciate the opportunity to reach customers directly at the POS:
With Shopping Center Advertising, Gewista offers us great new opportunities to implement innovative and high-impact promotions and 360-degree campaigns for our customers. The combination of digital city lights and promotions in the two most frequented shopping centres in Austria enables an incomparably accurate and highly efficient target group approach. We were able to achieve very good results this year and are already looking forward to further exciting joint projects in great cooperation.Alexander Zoubek Founder, CEO of Division4
Fischer continues: "In the FMCG segment, it is appealing product presentations, sampling activities and tastings with which we surprise and delight shopping centre visitors time and again. In the shopping malls, there are almost no limits to the implementation of creative campaigns, so we can implement almost anything from dynamic spot animations to impressive format blasts."
We are very pleased with the development of our partnership with Gewista. The company draws on an excellent network and brings many attractive brands to the digital spaces in our flagship destinations in Austria. We look forward to many more campaigns in the future that combine digital presence with a lively brand experience.Nathalie Lohaus Head of Westfield Rise Austria & Germany