Zitcha and Broadsign partner to drive global in-store retail media market
New advertising technology integration delivers global omnichannel retail media solution
Melbourne – 30 November 2023: Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximise and monetise in-store digital display networks and enables advertising partners to easily view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels.
With the combined technologies, a retail brand and its advertising partners can now develop more holistic on and off-site retail marketing strategies and better leverage the retailer’s first-party data for more effective customer targeting and attribution reporting. The integration arrives as 80 percent of shopping still happens in-store1 and retail media is expected to reach $125.7 billion in 20232, and provides a clearer view into return on advertising spend (ROAS).
“The potential of in-store retail media is huge and yet still relatively underutilised by retailers and brand advertisers. We think the ability to run in-store screens and report on transactions, similar to other marketing channels, is going to be a game changer for brands looking at how they spend their OOH budgets,” Troy Townsend, CEO, Zitcha said. “By harnessing Zitcha’s unified retail media platform and our native Broadsign integration, retailers around the world wanting a comprehensive retail media solution can simplify and supercharge their in-store screens to drive additional incremental revenues and sales for advertising partners.”
“Out-of-home and retail media are colliding, and we’re thrilled to be working with Zitcha to break down barriers to a more holistic retail media advertising experience,” added Adam Green SVP of Strategy. “Our joint efforts will help retailers and advertisers reap the benefits of omnichannel advertising across retail media network inventory, including in-store displays. The new integration will allow them to reach audiences on the path to and now also at the point of purchase, while simultaneously providing a simpler way for retailers to monetize their in-store display networks.”
A leader in out-of-home advertising technology, Broadsign works with retail giants globally – including Auchan, Ahold Delhaize, Coles, and Woolworths – to scale, manage and sell digital and static out-of-home inventory through automated software, intelligent campaign tools, network operations, and programmatic advertising.
Zitcha is the world’s first unified omnichannel Retail Media Platform, with a vision of making Retail Media better for everyone. Zitcha brings together a Retailer’s onsite, offsite, and in-store media assets to create a scalable all-in-one Retail Media Platform that’s simple for Brand’s to use. The platform combines high-performance data driven campaigns with transparent reporting and walled gardens with an aim to maximise yield for Retailers, ROAS for Brands and personalisation for Customers.
How Holt Renfrew drove 400,000 store visits and a +500% lift in intent with its programmatic DOOH campaign
Holt Renfrew, Canada’s largest fashion and lifestyle retailer, wanted to boost consideration and drive consumers to its stores in major cities nationwide.
With Nordstrom closing its doors in Canada, Holts wanted to capitalize on the shutdown of its competitor to regain market share in key customer demographics. They did so by simultaneously launching two large-scale programmatic digital out-of-home campaigns promoting its ‘Holts <3 Sale’ event, one conquesting and one promotional.
Holt Renfrew partnered with Havas agency to launch the campaign via the Broadsign Ads DSP in Canadian cities like Toronto, Vancouver, and Montreal.
DOOH ads were displayed on screens around closing Nordstrom stores, including venue types like billboards, bus shelters, and office buildings. Venues in proximity to several Holt Renfrew locations were also leveraged, including residential apartment buildings mapped back to the retailer’s target consumers.
The campaign targeted demographics with high household incomes of 100k+, Foodies, Arts, Culture, and Entertainment Enthusiasts, Designer Shoppers, and more.
Read the full case study to see how Holt Renfrew drove in-store footfall traffic and boosted purchase intent with DOOH
Product News | October 11, 2021
Coles 360 continues momentum with tech & media partnerships
Coles 360 is accelerating its product capabilities, announcing a new partnership with out-of-home ad tech provider Broadsign and a new agreement with Nova.
Paul Brooks, General Manager of Coles 360 said: “We’re determined to provide unique, impactful, and measurable omni-channel media solutions and these partnerships allow us to do just that.”
Coles supercharges retail screens through Broadsign
Coles 360 has partnered with out-of-home (OOH) ad tech provider Broadsign to further enhance the Coles 360 network of digital screens at front-of-store. The partnership will enable Coles to schedule, manage, and deliver compelling content and advertisements across its network of retail media displays.
Over the coming months, Coles will migrate approximately 600 panels onto the Broadsign Platform. Since deployment in 2021, the front-of-store screens have been a highly successful media asset for Coles.
“The Broadsign Platform provides the ideal solution to power our future network. It currently services more than 300,000 screens worldwide and has been a leader in this space for two decades, making it an obvious partner,” said Brooks.
“Over the last two years, we have learned a lot about their potential, what suppliers and their agencies want to see on them, and strategies to leverage their prime positioning for maximum impact. We now have a solid understanding of what it will take to deliver on the next phase of screens, and a key component of that is driven by the technology that powers them.”
Ben Allman, Broadsign Head of Sales, ANZ said: “With over 75% of supermarket shoppers buying in-store, retailers are increasingly focused on the digitisation of their physical worlds. Adopting best-in-class solutions, such as the Broadsign platform, has allowed Coles 360 to build a comprehensive and highly compelling retail media offering in a relatively short time span. We’re very excited and extremely proud to be partnering with one of Australia’s most iconic and trusted brands.”
Leveraging the Broadsign platform will allow Coles 360 to dramatically advance its in-store media capabilities across locations. It will enable campaign scheduling on a per-store basis, allow for desired time and day-parting, and support dynamic content.
Powered up NOVA partnership
After an extensive RFP and benchmarking of the Digital Radio market in Australia, Coles has renewed the Coles Radio agreement with NOVA Entertainment.
The new agreement involves several key changes to the capability such as store level ad targeting and full time and day parting which allows Coles 360 to set the play strategy of ads to suit the requirement of the campaign.
Under the new agreement, Coles 360 will be able to provide supplier partners with access to NOVA Entertainment talent, consumer promotions and marketing opportunities across the NOVA portfolio.
Paul Brooks, General Manager of Coles 360 said: “We can talk about cereal at breakfast time, and convenience meals in the pre-dinner rush for example. It’s an exciting evolution of Coles Radio. It will mean we can provide customers with a better experience in store, as it will be more tailored and relevant than ever before.”
“This new capability will unlock enhanced partnership opportunities for our supplier partners to further strengthen the power of Coles Radio as part of their omnichannel packages.”
NOVA Entertainment Chief Commercial Officer, Nicole Bence said: “The extension of NOVA’s partnership with Coles is a testament to our successful collaboration on an industry leading retail audio product. Coles Radio is the perfect example of NOVA’s all-of-audio approach; seamlessly connecting with customers and creating an audio experience unique to your brand.”
Coles Group General Manager of Brand, Digital & Media Kate Bailey said: “Both NOVA and Broadsign have strong track records in their ability to deliver relevance in message. By combining these strong foundations with our first-party data, market-leading creative capabilities, and market intelligence, we will deliver the hardest-working assets in retail media.”
Product News | October 11, 2021
Spotlight on static campaign management : Highlights from our latest Broadsign Platform webinar
In case you missed it, we recently held a product-focused webinar highlighting how the Broadsign Platform for static management can help you break silos between your teams, drive more revenue, centralize your operations and make data-driven decisions. Hosted by our Product Marketing Specialist, Catherine Lee, she discussed with our in-house static experts, Senior Product Manager, Myriam Bordeleau, and Senior Product Specialist, Sander Nijs, what the current pitfalls with traditional out-of-home (OOH) management are, and how our Broadsign’s Static Campaigns can address these challenges for media owners.
Pitfalls with traditional OOH management – as told by static media owners
As a special gift to our attendees, we gave them a sneak peek into some of the results from the State of Static OOH survey that we recently conducted. Wanting to get a better understanding of some of the existing and future challenges static media owners face, we surveyed owners with static inventory from across the globe. Here’s a quick summary of some of the insights we shared:
87.3% of respondents feel there is room to automate the static OOH management process
As media owners, you’re undoubtedly familiar with the challenges of manual workflows. The lack of automation in the current static OOH management process consumes valuable time and resources, hindering your growth. Moreover, these manual processes often lead to errors, translating into financial setbacks.
Growing advertising revenue, driving operational efficiency and digitization are the top 3 concerns over the next three years for static media owners
69.84% of respondents see growing advertising revenue as a significant operational challenge, indicating a strong focus on revenue generation and the need to enhance strategies to increase advertiser preference for using OOH.
It’s no secret that out-of-home campaigns, especially static OOH, are intricate, have many moving parts, and thus require meticulous oversight. Without a way to easily monitor the process from proposal to posting, which often involves various departments and vendors, your operational efficiency will likely fall short of its potential.
Finally, nearly half of respondents foresee challenges related to digitization and technology, highlighting the rapidly evolving technology landscape and the need to adapt and integrate digital solutions into operations. It will be crucial for organizations to stay up-to-date with technology trends, upskill employees, and invest in digital infrastructure to remain competitive.
Inventory availability and proposal management are currently the biggest challenges in the static campaign workflow for most respondents
Out-of-home advertising, especially static OOH, is often perceived as sluggish by advertisers. With long turnaround times on proposals and campaign delivery, advertisers often do not immediately think to include OOH in their media buy, opting for other, seemingly faster, media forms. This often results in your sales team potentially losing deals due to slow turnaround times or lack of insights from other departments on availability.
How Broadsign’s Static Campaigns addresses these pitfalls
While the results from our survey that we shared above may not be news to many of us, the pain points respondents pointed out align with why we created our solution for static campaign management in the Broadsign Platform. Addressing only the pain points highlighted in this webinar, let’s dive into how our core static capabilities alleviate these challenges – for further details on how the Broadsign Platform can help you at every stage of your static workflow, check out this previous blog post.
Book campaigns in minutes instead of days with real-time availability
The first capability we’d like to highlight and that is of great interest to all media owners is real-time inventory availability. Your sales team is given visibility into assets that are booked, held and available for sale, all in one centralized view.
Plus, with access to the same information that your Charting team has, gone are the days of endless back and forth between Sales and Charting. With an extensive list of filters to match the targeting criteria, sales can quickly select the ideal inventory for the campaign and create the proposal, allowing them to get back to the advertisers in a matter of minutes rather than days.
Here’s Myriam to tell you more about real-time availability:
Get a bird’s eye view of all your production and installation activities
The production, printing and installation of OOH creatives have many moving parts, which means your operational efficiency is measured based on how easily you can monitor and manage poster orders, poster stock, warehouse activities, and vendor management. With the Broadsign Platform, we track various activities related to poster allocation – from ordering and receiving the copies in the warehouse to their campaign allocation and posting status.
Here’s Myriam again with more on how we’ve simplified work orders:
Empower your teams to make confident, data-driven decisions
Today’s advertisers expect to have access to campaign analytics and performance when running an OOH campaign. Our static solution gives everyone in the business access to insightful reporting and analytics – both out of the box and via API.
In addition to all the reporting capabilities you would expect from a static OOH management solution, like sales, pipeline and availability reports, we also have capabilities that can help remove a lot of manual calculations. For example, separating the media costs from the production costs are things that not only usually take time but are often managed by different people.
Moreover, with all of your data centralized in one platform, you’ll have a complete view of your business that allows you to see where you’re doing well and where you need to focus more energy and resources.
But that’s enough of us telling you how great our solution is, here’s a quick video of our Senior Product Specialist, Sanders Njis, demonstrating what you can do in the Broadsign Platform for static campaign management:
Product News | October 11, 2021
A Sure Bet: Maximizing your sports betting marketing strategy with out-of-home advertising
In the world of sports betting, scoring an advertising touchdown has never been more crucial. With the legalization of sports betting in over 34 U.S. states as of 2023 and revenue projections soaring into the billions, the industry is experiencing a massive surge with no signs of slowing down as more legislation gives it the green light. Last year, sports betting experienced the highest growth of all commercial gaming segments, with revenue up 75% to 7.5B year over year. Today, over 50 sportsbooks like Caesars, FanDuel, DraftKings and more are operating legally across the country, marking fierce competition for capturing the attention (and wallets) of sports and gaming enthusiasts.
As the industry continues to grow, so will the need for brands and advertisers to scale their marketing strategies to make a splash among competing brands. If you’re gearing up to tackle your sports betting media strategy, especially ahead of the 2024 Big Game, out-of-home advertising offers a unique set of advantages that can significantly impact the success of your campaigns.
The power play of OOH advertising for sports betting
Some 30-second TV ads played during the 2023 Big Game sold for a whopping $7 million, up $500,000 from 2022 – and that number is expected to climb even further this year. One of the most-viewed and talked about sports betting ads was FanDuel’s Kick of Destiny, featuring tight end Rob Gronkowski, marking the sportsbook’s first-ever Big Game commercial. While FanDuel’s multimillion-dollar ad was definitely buzz-worthy, there are other channels sports betting advertisers can turn to to maximize their reach and budgets for major sporting events and beyond – like OOH. In fact, sports betting companies DraftKings and FanDuel were among the top 100 out-of-home spenders in Q3 last year.
Following last year’s major American football event, the OAAA and Geopath sought to calculate what nearly $7 million could buy in the OOH space. Their research revealed that by investing $6.5 million in a Big Game ad, a brand could utilize OOH advertising to secure exposure in the top 50 U.S. markets. This would result in over 1 billion impressions, with an average reach of 84 percent and a frequency of 9.5 in 27 markets – all at an impressively low cost per thousand impressions (CPM) of $5.40. It’s a remarkable return on investment.
Drive awareness for betting and gaming platforms with attention-grabbing billboards
When it comes to driving awareness for sports betting platforms, both new and well-established, OOH is the real MVP. According to OAAA and Harris Poll Rese data, 54% of U.S. adults in cities of 1M+ have noticed OOH ads for sports betting and gambling. Additionally, 62% of Americans who saw OOH ads for sports betting engaged in some way, like sharing information word-of-mouth and visiting websites. So, what makes the medium so effective in boosting awareness and interest in sports betting and gaming companies?
For one, OOH allows advertisers to broaden campaign reach in high-visibility locations while being as contextual as possible. For sports betting, this means reaching a relevant audience in areas like sports bars, stadiums, transit hubs, and other sports-related venues where enthusiasts gather. Placing ads at multiple touch points along the consumer journey ensures target audiences can engage with a brand as they move along their day, from commuting to work to grabbing a drink in a resto-bar with friends.
Additionally, activating ads in the physical world allows sports betting and gaming platforms to enable hyper-localized content, tailoring messaging to capitalize on local events, trends, or preferences. For example, a sports betting platform could activate local DOOH ads in the weeks leading up to a highly-anticipated football game to engage potential betters in the host city. Placing ads across billboards, transit and urban panels, sports bars, and more locations near the stadium can be a key way to reach a fervent fan base in that area.
Increase player bets and engagement with contextual content
OOH ads often feature eye-catching and dynamic content that captures attention and encourages viewers to take action, especially when the content is interactive and provides a contextual experience. When DOOH ads are activated programmatically, sports betting and gaming advertisers can give real-time updates on site promotions, live odds, game results, and more – quickly updating creatives based on specific triggers.
Advertisers can even optimize campaigns by switching messaging or pausing ads based on dayparting, like running ads when people are more likely to place a bet (Football Sunday, anyone?) This dynamic content keeps audiences engaged and informed, creating a sense of urgency to place bets. As new markets and states legalize the practice, attention-grabbing ads can quickly be activated to generate awareness and encourage action. Another popular approach is to display different ads based on the outcome of a game, switching campaign messaging based on goals and live game updates.
There are all sorts of interactive venue types advertisers can leverage to promote sports betting platforms. For example, activating ads on touch screens in sports bars and pubs allows patrons to place bets or access odds while watching games. Hosting live betting contests on in-house screens during halftime or commercial breaks keeps bargoers engaged in a contextual setting while increasing their chances of placing bets. Other interactive placements like kiosks and transit displays allow users to explore betting options, access tutorials, or place bets right at the location.
Complement small screens through omnichannel executions
While OOH advertising is impactful and effective on its own, integrating the medium into a broader omnichannel strategy can ensure your brand stands out across both digital and offline channels. Interactive DOOH ads create a fun and engaging experience for the audience. They can also be instrumental in connecting physical advertising efforts with the digital realm, providing a seamless and holistic brand experience.
Aside from making your brand more visible to a wider audience, OOH sports betting executions also trigger online engagement. According to the OAAA, 47% of U.S. consumers who saw OOH ads for sports betting visited a website following ad exposure. Incorporating mobile integration into your OOH strategy with QR codes on ad creatives can lead users to mobile apps or betting sites for further engagement, encouraging audiences to place bets or access exclusive rewards and offers.
Sports betting advertisers can also create a continued content experience from physical to online screens by retargeting audiences exposed to OOH ads on their mobile devices or other digital channels. Through device ID passback, audiences exposed to DOOH ads in a geofenced area can be retargeted via mobile and digital ads, increasing brand touchpoints throughout their journey. For example, a sports betting company can initiate a cross-channel retargeting campaign, collecting device IDs of OOH ad viewers and later serving personalized ads on their mobile devices, social media, and other digital channels. This data-driven strategy provides valuable user behaviour and preferences insights, enabling data-driven decision-making in future campaigns.
When it comes to sports betting advertising, it’s not just about visibility; it’s about engaging with your audience where they live and breathe sports. As the gaming and betting industry grows, so does the potential to reach audiences in new markets. And with the Big Game fast approaching, there’s never been a better time to drive awareness and action with OOH advertising that scores big.
Want to build an impactful sports betting OOH campaign?