Digital out-of-home media business Shopper Media Group said utilising WiFi to run a mall was under way. And with that information, the landlord also can target advertisers.
Shopper Media Group, which has the rights to Discovery Technology's CCeX software system that tracks WiFi, has developed Smartlite high-definition advertising screens, which tenants can rent for advertising.
Shopper Media will install more than 1,000 Smartlite digital advertising panels and high-density WiFi in 300 shopping centres around Australia. Shopper Media Group chief executive and founder Ben Walker said the Smartlite panels offered "marketing influence" in shopping centre advertising, with HD screens, beacon technology, webcam and intelligent WiFi analytics giving consumers greater digital connectivity and engagement.
Mr Walker said the 2015 Deloitte mobile phone consumer survey found more than 94 per cent of the Australian respondents relied on smartphones to communicate, research products and acquire information while shopping, while 59 per cent preferred to connect their smartphones using WiFi instead of their mobile network.