Activating audience segments to drive stronger shopper engagement.

Scentre Group's BrandSpace division operates the SmartScreen network across Westfield living centres in Australia and New Zealand, creating one of the region's most sophisticated in-mall retail media environments, spanning more than 1,700 digital screens.

For the launch of the Samsung Galaxy S10, Optus wanted to go beyond blanket exposure and test a more precise idea: if creative messages were aligned to the people actually standing in front of the screens, could that increase attention and, more importantly, influence purchase behaviour?

Because the SmartScreen network was already fully equipped with Quividi's audience intelligence platform, Optus could activate demographic-responsive creative in real time.

Different creative variants were mapped to different audience profiles for example, younger or more male-skewing audiences versus older or more female-skewing ones. As the composition of shoppers changed in front of each screen, the system automatically triggered the most relevant version of the campaign.

At the same time, Quividi's analytics recorded how attention, dwell, and engagement varied by time of day, location, and audience mix, allowing BrandSpace and Optus to understand not just what was shown, but how it was received.

The impact was measurable and commercial. Compared with the network benchmark, targeted messages delivered +65% more watchers per play, +29% increase in average attention time, and +11% uplift in sales.

Beyond the immediate results, the campaign demonstrated something more important: in-mall retail media could behave less like static signage and more like a responsive communication channel one that adapts to who is present and learns which contexts generate the strongest response.