Wereldhave is taking in-mall advertising to the next level. The Dutch real estate company has signed an exclusive partnership with Ocean Outdoor Netherlands to install and operate more than 150 new digital advertising screens across 11 shopping and Full Service Centers. The network, set to launch in early 2026, builds on their existing collaboration with large-format video walls while introducing a nationwide, high-impact media channel.

Why It Matters

With 69 million annual visitors, Wereldhave’s centers provide advertisers a unique combination of national reach and regional precision. The new digital network allows tenants, brands, and media agencies to deliver dynamic, targeted messaging in high-traffic areas—a step up from traditional static signage.

Matthijs Storm, CEO of Wereldhave, highlighted the strategic value: “Partnering with Ocean Outdoor – including their Ocean Labs innovation hub – strengthens our commercial Center Media proposition, creating new opportunities for advertisers seeking greater impact and engagement.”

Features and Market Impact

The partnership is designed not just for footfall engagement but also to enhance the customer experience, making shopping environments more interactive and informative. The initiative is projected to add at least €0.03 to Wereldhave’s Direct Result Per Share (DRPS) annually, underlining the financial upside of integrating digital media into retail real estate.

This move aligns with Wereldhave’s broader strategy to grow Mall Income through diversified revenue streams. Recent successes include tenant promotions, specialty leasing, and joint venture management fees, including the newly announced Zoetermeer venture. By combining digital media with existing services and promotional initiatives, Wereldhave aims to reinforce its long-term value creation while offering measurable ROI for advertisers.

The Bigger Picture

Digital out-of-home (DOOH) advertising continues to expand globally as brands seek real-world touchpoints that combine scale with engagement. Wereldhave’s approach mirrors broader retail trends in Europe, where shopping centers increasingly function as hybrid entertainment and media venues. Competitors and other mall operators are likely watching closely as the Dutch rollout tests both technical execution and advertiser appetite for dynamic, high-traffic placements.

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