Svicom launches Places Media: the newco dedicated to Retail Media

A PROJECT THAT REINFORCES THE GROUP’S FULL SERVICE STRATEGY, REALIZED THROUGH STRATEGIC PARTNERSHIP WITH NEXT DIFFERENT AND RESTORE.

Svicom SpA Società Benefit, a proptech company among Italy’s leading operators in integrated services for real estate management and development, announces the launch of Places Media, a new subsidiary company entirely dedicated to Retail Media.

The initiative is part of the Group’s broader evolutionary path toward a full-service model and represents a further step in building an ecosystem of innovative, high value-added services.

Places Media was born from the integration between the technological and digital skills developed within Svicom – thanks to consolidated open innovation paths – and the know-how gained over almost 30 years in the Retail Real Estate sector, the Group’s core business.

With Places Media, Svicom is the first Italian real estate company to propose a structured offer also in the field of Retail Media, one of the most dynamic and fast-growing segments of omnichannel advertising, with interesting potential for development and contamination on diversified asset classes.

The offer is based on two strategic assets, capable of generating a real competitive advantage: on the one hand, the use of advanced technologies for analyzing the behavior of visitors to shopping places; on the other, an integrated, multichannel and real-time actionable system of communication touchpoints. This approach makes it possible to accurately measure campaign performance and optimize communication throughout the customer journey, both online and offline.

For the development of Places Media, Svicom has chosen two strategic partners: Next Different-a leading communication company in marketing technologies and part of UNA (Aziende della Comunicazione Unite)-which will provide the technological infrastructure; and ReStore, which will act as an advertising concessionaire, managing the collection and planning of campaigns on the entire network, and developing a data clean room for the use and sharing of data, guaranteeing its security and privacy.

“With Places Media, Svicom further concretizes its business diversification strategy, reinforcing its positioning as a full service provider capable of offering cutting-edge, data-driven and measurable solutions,” comments Francesca Pinzone, Head of Marketing & Digital Dept. at Svicom. “Retail Media represents a new territory of innovation for the Group, perfectly consistent with the digital transformation paths we promote in all the asset classes we oversee.”

Barbara Labate, CEO of ReStore, highlights, “With Places Media and Svicom, we are opening a new frontier of communication: measurable, integrated and results-oriented. The combination of data, technology and garrison of physical spaces allows us to create a unique advertising ecosystem capable of connecting brands to consumers in a truly omnichannel way, enhancing the impact and relevance of each campaign.”

Marco Brandstetter, MD Data&Retail at Next Different, comments, “We are excited to contribute our technology and marketing expertise to Places Media. The integration of advanced hardware systems with the power of data opens up unprecedented scenarios for Retail Media, giving brands precise and powerful tools to interact with consumers in an increasingly personalized and effective way.”