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Screens light up the malls,
Local ads meet national brands,
Retail evolves fast.
QIC completes rollout of 250 digital screens across Australian shopping centres
QIC has finalised the installation of over 250 new small-format digital screens in 12 shopping centres across Australia. This deployment is part of QIC's Brand iQ initiative, executed in collaboration with oOh!media. The digital screens have been strategically placed in high-traffic areas of flagship centres, including Castle Towers, Canberra Centre, Eastland, Robina Town Centre, and Watergardens.
The Brand iQ initiative is designed to offer hyper-local targeting and provide small and medium enterprises (SMEs) with the opportunity to advertise alongside national brands. This move is part of QIC's broader digital transformation strategy, which previously saw the launch of Australia's first AI-enabled billboard at Hyperdome in 2023.
The digital screens are anticipated to engage with hundreds of thousands of shoppers weekly. For instance, the 51 displays at Castle Towers are expected to reach an estimated 357,000 visitors each week, while the 31 displays at Canberra Centre are projected to connect with around 380,000 visitors.
The rollout was coordinated with technology partner TechMedia, Knox Constructions, and QIC's centre management teams to ensure minimal disruption during installation. QIC's digital transformation strategy aims to evolve physical retail spaces into data-rich environments that enhance foot traffic, dwell time, and sales conversions.
QIC Head of Alternative Income Sally Harding, stated, "The completion of this rollout changes the media equation for planners navigating increasingly fragmented audiences and constrained budgets...We're democratising access to high-value retail audiences. SMEs can now stand shoulder-to-shoulder with national chains, and enterprise advertisers gain the granular control required for localised campaigns."
Brand iQ offers creative services and pop-up activation support to deliver integrated retail solutions. QIC Real Estate operates community-anchored retail destinations across Australia, with Brand iQ specialising in retail media, experiential marketing, and digital advertising solutions.
