Ayala Malls taps Summit Outdoor Media for immersive out-of-home rollout

What happens when the mall is no longer just a backdrop for shopping - but a media environment in its own right? That's the underlying premise of a new strategic partnership between Ayala Malls, one of the Philippines' most recognisable lifestyle space developers, and Summit Outdoor Media, a division of media powerhouse Summit Media.

Announced earlier this month with a signing ceremony at One Ayala, Makati, the collaboration signals a significant move to reimagine how out-of-home (OOH) advertising operates within high-footfall retail spaces. It's a campaign to blur the lines between space, screen, and shopper.

"Ayala Malls' vision is to shape inspiring environments that spark imagination and deliver personalised, immersive experiences," said Paul Birkett (pictured, left), chief operating officer of Ayala Malls, in a release. "This partnership with Summit Outdoor Media allows us to expand the canvas upon which Ayala Malls, tenants, and relevant brands create visual brand identities which resonate with our unique customer demographics."

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Summit's role is to inject that canvas with movement, interactivity, and data-driven relevance. "We're excited to partner with Ayala Malls to bring fresh, innovative out-of-home solutions to their spaces. By combining our creative and tech-driven approach with Ayala Malls' premier retail environments, we're opening new ways for brands to connect with people through immersive and experiential experiences," said Abigail Pe Aguirre, deputy head of Summit Outdoor Media. 

Experience is the medium

The OOH proposition here goes far beyond static panels. Summit plans to install next-generation digital displays, experiential zones, and mobile-linked activations designed to turn mall visits into sensory-rich brand interactions. The strategy leans heavily on dynamic content, proximity targeting, and the idea that modern consumers don't just view ads - they engage with them.

"Bringing this vision to life entails ensuring the in-person experience is seamless between consumers' worlds, whether online or offline and across multiple touchpoints," Birkett explained. "With this partnership, we can create immersive experiences that engage the senses and speak to consumers' desires and preferences."

In an era where attention is fractured across digital platforms, malls offer a rare commodity: dwell time. For Summit, this is an opportunity to craft what it calls "immersive brand moments" - places where entertainment, commerce, and storytelling converge in physical space.

"Our vibrant LED and LCD displays invite shoppers to engage with content in real time," Pe Aguirre noted. "The initial rollout begins with One Ayala, where we're focusing on engaging the high-volume commuter audience within the Makati transport hub. This strategic launch sets the stage for our broader vision: to establish a strong, innovative presence across the Ayala Malls network."

Media meets environment

But this isn't just about advertising. It's also about atmosphere. Birkett believes OOH - done right - can shape the entire mall experience.

"The look and feel of the malls, under this new partnership, will allow us to deliver a more dynamic and vibrant environment," he said. "Innovative OOH solutions bring immersive experiences to our malls and create a seamless connection between physical and digital experiences."

With real-time data and foot traffic insights feeding into the system, both parties hope to develop increasingly tailored content experiences - not unlike the hyper-personalisation users expect online.

"The capability to gather and analyse consumer data will allow us to gain more insight and understand consumer and audience behaviour, which in turn will enable us to deliver tailored moments and experiences," Birkett said.

The notion of the mall as a passive backdrop is quickly fading. Increasingly, it's becoming a platform - one where brands, shoppers, and landlords co-create engagement. In this landscape, Birkett sees OOH as "a catalyst for meaningful connections."

"Consumer journeys have shifted from a linear path to a dynamic, multi-touchpoint environment. Merchants and brand partners need to engage with consumers beyond their stores and owned channels, as consumers experience moments of influence at different stages and touchpoints," he said.

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