Westfield Digital Signage 
Westfield Garden State Plaza’s rotating LED poster in New Jersey, one of four displays manufactured by Daktronics to craft Westfield’s new Digital Spectacular Network.

Daktronics Helps Westfield Media Group Establish the Future of Mall Media with New Digital Spectacular Network

BROOKINGS, S.D. – Nov. 16, 2010 – Daktronics Inc. (NASDAQ-DAKT) of Brookings, S.D., recently provided Westfield Media Group with LED video displays for phase one of the retail giant’s new Digital Spectacular Network in the U.S.

The displays feature Daktronics time-tested 10 mm LED video technology. Daktronics’ LED video line combines world-class image processing, high contrast, and consistent brightness and color to bring stunning HD-quality video to Westfield’s properties: Los Angeles’ Westfield Topanga, Westfield San Francisco Centre, New Jersey’s Garden State Plaza, and Chicago’s Westfield Old Orchard. The double-sided displays in Los Angeles, San Francisco and New Jersey measure 18 feet high by 13 feet wide and rotate 360-degrees to deliver maximum visual impact. The single-sided, stationary outdoor display in Chicago also measures 18 feet high by 13 feet wide.

“We believe that our large format Digital Spectacular Displays are a first in U.S. shopping centers, and therefore makes Westfield the current benchmark of technological innovation,” said David Askew, SVP, Westfield Media Group. “Given Daktronics’ history as a premier LED display supplier and our initial work with them across our Australian properties, they were the clear choice to help us successfully deploy our vision for an iconic, versatile, digital content platform that accommodates live information, video feeds, interactivity, and advertising segments.”



The screens play an 8-minute loop, comprised of 50% advertising with 15-second spots, 25% mall marketing, and 25% news feeds, sports, and weather. Advertisers may also purchase one-side domination.

All displays are controlled with Daktronics VisiconnSM display management solution which allows users to run their displays from any Internet-ready computer. With the ability to integrate multiple display technologies (LED, LCD and others), the Visiconn system is the ideal solution for controlling display networks. The technology offers the capability for the clients of Westfield to quickly create and display messages and graphics on the LED displays, allowing advertisers to better target their content to the audience at a particular location or certain time of day.

In March of this year, Daktronics helped Westfield Group in Australia launch a similar Digital Spectacular Network in six of its prime shopping centers.

More information about Daktronics video displays can be found at: www.daktronics.com/shoppingcenters