As originally published in B&T.
Shopping centre owner QIC has completed the deployment of its small-format digital advertising screens across 12 centres, equipping advertisers with the time and tools to craft unmissable holiday campaigns.
The newly expanded network, comprising more than 250 high-definition indoor displays across Queensland, New South Wales, Victoria and the ACT, is managed by QIC’s Brand iQ division in partnership with oOh!media. The small-screen initiative improves access for small and medium enterprises, adding a new layer to the existing large-format network.
“The completion of this rollout changes the media equation for planners navigating increasingly fragmented audiences and constrained budgets,” said Sally Harding, head of alternative income. “We’re delivering hyper-local targeting capabilities within high-traffic zones of busy shopping centres, with the scale and sophistication required for peak season success.”
The screens are now located at flagship properties including Castle Towers, Canberra Centre, Eastland, Robina Town Centre and Watergardens, building on proven neighbourhood centre installations at Bathurst City, Big Top, Forest Lake, Kippa Ring, Nerang Mall, Pittwater Place and The Village Upper Mt Gravatt. With Castle Towers’ 51 displays reaching an estimated 357,000 weekly visitors and Canberra Centre’s 31 connecting with around 380,000.
Close coordination between Brand iQ, technology partner TechMedia, Knox Constructions and QIC’s centre management teams ensured the rollout was completed with minimal disruption to retailers and shoppers.
For Stephen Dewaele, GM of property management, the screen deployment is a key part of QIC’s digital transformation strategy, which includes the industry-first AI-enabled billboard launched at Hyperdome south of Brisbane in 2023.
“Our ongoing investment in media infrastructure recognises that physical retail spaces must evolve into data-rich environments,” he said. “When consumers encounter relevant, contextual messaging at the right moment, everyone benefits; stores see increased foot traffic and dwell time as shoppers discover products and offers that genuinely enhance their in-centre experience.”
Growing businesses can take advantage of QIC’s localised pricing, while all advertisers benefit from the six-ad loop limit aligned with research indicating that multi-screen campaigns with controlled frequency can boost recall by 50 per cent.
“We’re democratising access to high-value retail audiences,” Harding added. “SMEs can now stand shoulder-to-shoulder with national chains, and enterprise advertisers gain the granular control required for localised campaigns.”
Beyond screen inventory, Brand iQ provides creative services and pop-up activation support, delivering integrated retail solutions that connect directly with consumers and drive multichannel performance.
