Product News | October 11, 2021

Unlocking the potential of in-store retail media: What we can learn from digital OOH

Last month, the Broadsign team attended the Path to Purchase Institute’s second annual Retail Media Summit Canada, which brought together industry leaders, innovators, and experts to explore the evolving landscape of retail media. 

Retail media networks (RMNs) continue to evolve, with industry leaders emphasizing the importance of measurement, automation, omnichannel consistency, and monetization. As part of this year’s summit, Broadsign’s Global Head of Retail Media, Jonathan Franco, explored best practices and key lessons we can learn from digital out-of-home (DOOH) advertising and apply them to the retail media landscape. 

Measurement and attribution: The backbone of retail media success

 One of the biggest lessons we can take from OOH is that measurement is everything – and brands won’t invest unless they can clearly see the impact of their campaigns. Yet, measurement remains a challenge for in-store media, particularly when connecting performance to overall campaign effectiveness. “There are now over 250 RMNs globally, and we need to find a way to connect the dots across the omnichannel journey,” notes Jonathan.

Consistent measurement is a non-negotiable for brands, and retailers can’t operate in isolation by measuring in-store, off-site, and on-site channels separately. When these touchpoints are connected, they provide advertisers with a complete picture of performance, making it easier to justify ad spend.

Retailers can also help brands reduce waste by enabling real-time decision-making based on triggers like audience insights or campaign performance—tools already available for in-store environments. Ultimately, retailers who prioritize transparency and standardized metrics will gain the trust of advertisers, leading to stronger, longer-term partnerships.

How retailers can improve measurement and attribution:

  • Standardize measurement across channels to ensure brands can confidently invest. Without consistent metrics, brands will struggle to justify ad spend.
  • Prioritize privacy-first attribution by using anonymized, aggregated data instead of personally identifiable information. This ensures compliance while delivering valuable insights.
  • Ask the tough questions, such as: Would my company invest in this offering if I were the one being pitched on it? Forward-thinking retailers are now focusing on true closed-loop attribution in-store to answer this critical question and meet brand advertiser demands.

READ ALSO: Discover how the OOH industry is leveraging technology to achieve more measurable campaign outcomes in our guide to out-of-home measurement, attribution and audience extension.

Strategic screen placement and content strategy

In retail media, success goes beyond simply placing screens in high-traffic areas—it’s about crafting meaningful touchpoints throughout the customer journey. “The OOH market has taught us that success isn’t just about having screens in impactful locations; it’s about playing the right content in the right place at the right time.” When looking at digital screens in retail environments, retailers should focus on strategic intent rather than just hardware specifications. Location matters, but it should be about the intended purpose of the screen.

For retail media networks, that means thinking beyond ad placements and considering how in-store screens complement the full shopper journey. Retailers should leverage real-time data, like weather, promotions, and inventory, to ensure messaging is always relevant, just like many successful OOH campaigns do.

Jonathan also highlights the importance of tailoring implementations to each location’s unique environment, noting that every store has a different soul and retailers should adapt to individual stores rather than deploying identical setups everywhere.

Monetization: Striking a balance between advertising and shopper experience

For retailers looking to scale their RMNs, monetization is a key goal — but it can’t come at the expense of the brick-and-mortar shopping experience. Instead, it should complement and enhance how shoppers engage with products. The most effective RMNs go beyond advertising, incorporating category-based content and educational opportunities that help shoppers make more informed purchasing decisions while still offering valuable ad inventory to brands.

The most effective RMNs go beyond advertising, incorporating category-based content and educational opportunities that help shoppers make more informed purchasing decisions while still offering valuable ad inventory to brands. For example, digital screens can be used to educate shoppers on topics like skincare routines, influencing purchasing decisions across multiple products and increasing basket size. This approach not only provides value to consumers but also creates new opportunities for brands to connect with their audience in meaningful ways.

How retailers can maximize revenue while enhancing the shopper experience:

Retail media requires internal change management

Retail media isn’t just a new revenue stream—it requires a fundamental shift in how retailers approach operations. Success hinges on breaking down silos, rethinking business models, and fostering cross-team collaboration. While technology plays a critical role, true adoption depends on organizational alignment and a well-planned change management strategy. Many retailers mistakenly see retail media networks as just installing screens, but the real challenge is integrating them into broader business strategies for long-term scalability.

How retailers can successfully manage internal change:

  • Challenge legacy structures. Success in this space requires collaboration across sales, category management, operations, and technology—not just marketing. As media buyers shift to hybrid digital teams, retail media strategies must be cross-channel and cross-departmental.
  • Redefine success metrics. Move beyond impressions and clicks to track sales lift, brand engagement, and ROI.
  • Foster a test-and-learn culture. Implement iterative approaches that allow your team to experiment, gather real-world shopper data, and rapidly adjust strategies based on actual consumer behaviour rather than assumptions.

By aligning people, processes, and technology around a unified retail media strategy, retailers can transform what could be a disjointed set of digital screens into a cohesive, revenue-generating network.

Building sustainable in-store media networks: The power of strategic partnerships

How retailers build and operate their in-store media networks can make or break their success. The traditional “build vs. buy” dilemma has evolved into a more nuanced decision with long-term implications for flexibility, control, and revenue potential. 

“In OOH, we’ve learned that partnering with best-in-class, open-integration providers drives better long-term performance compared to locking into one-size-fits-all solutions. Why? Because the landscape is always evolving,” shares Jonathan. 

Retailers who build closed, rigid networks can struggle with scaling efficiently, as they can’t easily integrate new technologies that emerge. These same retailers also typically face data and measurement limitations that negatively impact both ad performance and attribution capabilities. Additionally, they miss valuable revenue opportunities since brands increasingly prefer to work with platforms offering greater transparency.

Instead, we need to advocate for a more flexible approach. “By embracing plug-and-play partnerships, retailers can stay agile, future-proof their networks, and maximize value for both brands and shoppers.” This partnership model allows retailers to maintain control while accessing best-in-class technology without the heavy lifting of building everything in-house.

How retailers can build scalable networks while maintaining control:

  • Leverage third-party partnerships. Partnerships provide agility, scalability, and access to best-in-class technology—crucial for long-term RMN success. Instead of building in-house, an open-integration approach gives retailers flexibility without the overhead.
  • Prioritize interoperability. Select partners and platforms that offer robust APIs and established integration pathways with other retail media technologies to ensure your network can evolve with changing needs.
  • Start small and scale strategically. Begin with focused pilot programs that deliver quick wins before expanding. This approach allows you to test partnership dynamics, refine processes, and demonstrate value before committing significant resources.

Technology tip: Just as programmatic has revolutionized digital media, dynamic content scheduling and automated inventory management are key to scaling in-store media efficiently. Make sure to choose intelligent in-store retail media software that includes these capabilities.

The future of in-store retail media

Looking ahead, the retail media landscape will continue evolving, requiring retailers to adapt quickly to stay competitive. A major shift in the industry is the unification of RMNs, as smaller retailers will need to join forces to remain viable.

With over 250 retail media networks globally, brands can’t stretch their budgets across all platforms, making consolidation inevitable as retailers compete for advertisers’ limited dollars. Despite foot traffic at top Canadian retailers surpassing pre-pandemic levels, many still aren’t fully leveraging in-store engagement opportunities.

Strategic recommendations to stay ahead:

  • Consider unification strategies. Smaller retailers should explore partnerships with complementary, non-competing brands to create unified retail media offerings with broader reach and stronger audience data.
  • Focus on monetizing in-store traffic. Retailers with physical locations have a unique advantage in the omnichannel landscape but must act quickly to develop and monetize their in-store retail media assets.
  • Prioritize flexibility and automation. As the retail media landscape evolves, the ability to quickly adapt to new technologies, measurement standards, and advertiser demands will separate leaders from followers. Automation is key to scaling efficiently.

“The most successful networks will be those that embrace internal change, challenge the status quo, and continuously optimize,” concludes Jonathan. The future belongs to retailers who can balance innovation with execution, creating retail media experiences that benefit brands, shoppers, and retailers alike.

Explore our latest RMN insights and best practices for building, scaling, and maxing the impact of a retail media network — whether you’re a retailer monetizing your retail assets or a brand investing in RMNs.

Looking to elevate your in-store retail media network?

At Broadsign, we help retailers and brands seamlessly integrate in-store digital signage, automate content management, and optimize retail media monetization.

Whether you’re looking to build your in-store retail media network or scale an existing one, we can help. Contact us today to learn more about how Broadsign can power your in-store retail media strategy.

Product News | October 11, 2021

Leveraging out-of-home for maximum impact this travel season

It’s springtime, and in North America, we’re breathing a collective sigh of relief. The days are getting longer, the weather is warming up, and travel season is kicking into high gear. 

For advertisers, this surge in travel presents the perfect opportunity to leverage out-of-home (OOH) advertising in bold, innovative ways. Unlike digital ads that compete for attention on crowded screens, OOH captures the attention of travellers at key moments—whether they’re catching a flight, cruising down highways, or wrangling kids at an amusement park.

In this article, we’ll explore how OOH is uniquely positioned to engage audiences on the go, and how to best leverage this medium to maximize marketing impact during peak travel seasons.

Key travel trends for 2025

Despite economic uncertainty, travel remains a priority, with 76% of travellers plan to spend the same or more on trips in 2025 compared to last year. The travel bug isn’t letting up, and neither should your marketing.

One significant trend is reshaping the spring break landscape: the rise of solo travel. Airbnb data shows a 90% uptick in solo searches for spring travel dates compared to last year. Individuals are increasingly embracing “soft travel” – slower-paced trips focused on wellbeing and leisure.

A recent survey from Squaremouth reveals that solo travelers remain dedicated to their adventures despite rising travel costs, with many willing to invest significantly in their trips. Over half (53%) plan to spend more than $3,000 on their next vacation, while 39% expect to budget between $1,000 and $3,000. Beyond spending more, they’re also looking beyond borders—87% of solo travellers are interested in taking international trips this year. With solo trips averaging 19 days—longer than the typical 14-day trips taken by couples—this extended travel time increases exposure to OOH advertising, especially in high-traffic transit hubs like airports, train stations, and public transport.

With their larger budgets and flexible travel plans, solo travellers are an ideal audience for OOH campaigns promoting premium experiences, accommodations, and activities. Their spontaneity makes them highly receptive to destination-based advertising, while the rise in international travel presents opportunities for global OOH campaigns to build consistent brand recognition across multiple markets. Additionally, digital OOH formats enable dynamic, real-time messaging tailored to travellers’ locations, enhancing relevance and engagement.

OOH strategies to engage travellers on the go

No matter where travellers are headed or how they’re getting there, OOH advertising offers unique advantages for connecting with them at every stage of their journey.

Capture audience attention during wait times

Transportation hubs like airports, cruise terminals, and train stations create environments where travellers have extended dwell times with limited distractions, making them exceptionally receptive to advertising messages.

Airports are a perfect example. Travellers spend hours waiting at airports, from check-in to boarding, providing a captive audience actively seeking mental stimulation. Strategic placement of engaging OOH displays across security lines, departure gates, and baggage claim areas transforms otherwise idle time into valuable brand exposure.

What makes these captive audience moments so valuable? It comes down to a few key factors:

  • Longer dwell time: Travel often means long wait times, giving you the chance to deliver more detailed messages or tell a story through interactive displays.
  • Fewer distractions: With fewer digital distractions and a heightened awareness of their surroundings, travellers are more likely to notice and engage with advertisements.
  • Varied demographics: Airports are a melting pot and one of the few places where families, leisure travellers, and business executives come together, allowing brands to target diverse audiences in a single location.
  • Global mix: Airports allow brands to engage with a truly global audience, presenting a unique opportunity for cross-market advertising.
  • Access to high-value customers: C-suite executives can be hard to reach. By placing ads in strategic locations like airport lounges, brands can bridge the gap and offer tailored messaging for luxury brands, high-end airlines, hotels, and B2B services.

Whether it’s a theme park promoting family packages on airport digital displays or a beach destination showcasing its attractions in cruise terminals, these strategically placed OOH messages can sway decision-makers at just the right moment. Plus, OOH ads can’t be skipped, so your message is more likely to be seen than on other digital platforms.

For example, Disney’s vibrant ads at LAX and DFW tap into nostalgia and whimsy, sparking an emotional response that draws travellers in.

Disney Cruises at LAX via JCDecaux

Use interactive experiences to drive engagement

Interactive experiences are essential for driving deeper engagement and building meaningful connections with audiences. For travel advertisers, incorporating interactive elements can turn passive viewers into active participants, strengthening brand affinity and inspiring action.

Take, for example, a digital billboard in a bustling city center featuring a QR code inviting passersby to “Scan & Explore.” With a quick scan, users are taken to an interactive landing page where they can browse curated travel guides, receive personalized trip recommendations, and access exclusive booking offers. By strategically placing QR-enabled OOH ads in high-traffic areas like transit hubs and shopping districts, travel brands can seamlessly bridge the gap between inspiration and planning—turning interest into action in just a few taps.

Harness the power of pDOOH for context-driven personalization at scale

While ad placement is a top consideration, so is timing.

Programmatic digital out-of-home (pDOOH) is revolutionizing travel advertising through audience-first planning and real-time data analytics. With this technology, brands can deliver contextual messaging that feels personally relevant while reaching thousands of travellers.

For example, a luxury resort brand that runs a campaign in premium malls targeting high-end shoppers. Their content might showcase resort locations like Dubai or Singapore, positioning them as shopping destinations for lovers of designer brands. In doing so, they reach shoppers who’ve demonstrated interest in high-end experiences when they’re already in a spending mindset.

Contextualized targeting makes sure travel advertisements reach audiences in environments that complement and enhance the message, making them particularly effective for specialized travel segments. These advantages make DOOH a powerful tool for travel brands looking to enhance visibility and engagement in a competitive market.

Capitalize on omnichannel retargeting for continued engagement

One of OOH’s most powerful capabilities is enabling retargeting across channels. By reaching audiences first exposed to DOOH ads via mobile or digital platforms, marketers can deliver a more personalized experience that keeps their brand top-of-mind throughout the customer journey.

To boost brand awareness and drive consideration for its premium luggage, Samsonite launched the Take What’s Yours campaign across major U.S. cities. The campaign encouraged professionals to use their PTO and travel more, with eye-catching DOOH ads placed in high-traffic spots like office buildings, malls, and apartment complexes. Aimed at digitally-savvy consumers, the campaign extended its messaging across CTV, social, and online video for a seamless cross-platform experience—ultimately driving a 53% lift in purchase consideration.

Samsonite drove a significant lift in purchase consideration with its omnichannel campaign

For travel advertisers, this highlights how OOH can convert seasonal foot traffic into real bookings. A resort chain, for example, could deploy transit ads in spring break hotspots, using QR codes to direct travelers to exclusive deals or virtual tours—seamlessly bridging awareness and action.

Leveraging OOH advertising for travel season success

OOH advertising offers unmatched opportunities to engage with diverse audiences around the world. By strategically placing ads at key travel touchpoints and leveraging the power of digital and programmatic OOH, brands can craft campaigns that speak to specific traveller segments while maintaining the broad reach that makes OOH so effective.

Whether your brand is travel-related or simply looking to connect with consumers on the go, now is the perfect time to integrate OOH into your marketing strategy for the season.

Interested in getting started with programmatic DOOH this travel season?

Explore curated audiences in our Travel & Tourism package here!

Product News | October 11, 2021

Broadsign has been named one of Montreal’s Top Employers for a sixth year. Here’s why.

It’s that time of year again. The complete list of finalists from the 20th annual Montreal’s Top Employers competition has been unveiled, and for the sixth consecutive year, we’ve made the grade.

Fun fact: The average Broadsign employee stays with us for over five years—well above the tech industry average of under three years. That speaks volumes about our corporate culture, the values we uphold, and the opportunities we create for our team. With this latest recognition, we’re excited to highlight the key initiatives and values that have helped us build a workplace where people want to stay and grow.

About Montreal’s Top Employers

Montreal’s Top Employers is an annual editorial competition recognizing small and medium-sized businesses in Greater Montréal that offer exceptional places to work thanks to forward-thinking human resources policies. Every year, winners are chosen by a panel of judges who evaluate companies on specific criteria: work atmosphere, social, health and family benefits, vacation time, employee communications, training and skills development, and community involvement. 

A focus on outcomes, not oversight

For over 20 years, creating a positive workplace has been an area of focus for Broadsign. As we’ve grown from a startup-sized team to over 250+ employees globally, so has the need to adapt our workspace.

That’s why in 2024, our head office in downtown Montreal underwent a total redesign to better serve the needs of the modern workforce. The now-open concept encourages cross-departmental collaboration and a stronger sense of community among employees. Comfortable seating areas, ample meeting rooms and office pods are other modernizations. The ultimate goal is, of course, flexibility.

We value flexibility beyond the office with our work-from-home and remote-friendly policies. Broadsigners design their workdays around their lives because we trust them to get the job done—wherever they are. While others push for full office returns, Broadsign remains committed to hybrid work.

The freedom to work from (almost) anywhere

Being an international company means we have employees working all over the globe. That’s why we’ve introduced a “work from anywhere” policy. Employees can request to work beyond their typical workplace for up to 60 days.

Our Marketing Operations Analyst, Andrés Garcia Cureño, recently spent time with his family beyond Canadian borders. “With Broadsign’s Work from Anywhere Policy, I can spend time visiting friends and family for longer than a vacation,” he says. “It allows me to spend time with loved ones outside of working hours without feeling pressured.” 

Having the chance to spend time working from their family home or take an extended trip to a part of the world, they’ve long wanted to visit. So long as the employee has a steady and stable internet connection, works standard working hours, and complies with all travel advisors and other regulatory requirements before booking travel, the policy applies. 

Another Broadsigner, Carolina Torres Moens, Senior Designer, agrees. “With [this policy], I was able to  spend a month in Venezuela with my dad and grandmother—who I hadn’t seen in years.” 

Offline get-togethers

“At Broadsign, there’s a camaraderie between departments, between seniority and junior positions. Broadsign’s a perfect environment to be able to thrive in,” says Karoliina Paukku, Broadsign’s Director of Program Management.

As a company, we operate with a “work hard, play hard” mentality. During working hours, the team is driven and goal-oriented. But after work, we unwind with monthly happy hours, trivia and game nights, and occasional regional parties. More than a good time, these activities are important for building colleague connections.

Health and family benefits

“Well-being is a priority at Broadsign. To ensure that employees are well-supported, we offer an annual wellness program and a health savings account,” says Meghan Hastings, Vice President, Human Resources. 

Broadsign understands the importance of supporting employees through life’s biggest milestones. For growing families, the company offers top-up pay for parental leave, easing the transition into parenthood.

For Technical Account Manager David Muraca, these benefits have made all the difference in achieving a work-life balance that suits his and his family’s needs. “I have two small kids at home because I can choose to manage my schedule accordingly. I do find that Broadsign is quite competitive in terms of benefits, flexibility, work-from-home, or work-life balance.”

We also know how valuable a little R&R can be. As part of our health benefits, Broadsign offers an annual wellness subsidy that employees can put towards various activities and purchases, like gym memberships, ski passes, and more! That said, we also encourage our employees to take time off. Our time-off policy, which includes a three-week starting vacation allowance—plus additional paid time off between Christmas and New Year’s—means Broadsigners can relax and unwind.

Training and skills development

There’s a strong focus on professional development and continuous learning at our company. To support this, we’ve introduced a training and skills development program—because as industry leaders, growth and learning never stop. Our Continuous Improvement Plan enables team members to collaborate with their managers to identify training opportunities that align with their career goals.

Additionally, everyone receives an annual training budget, which covers up to three paid training days, helping them expand their skills and advance in their roles.

Commitment and involvement 

Of course, being recognized as a Top employer comes with the responsibility of fostering an inclusive and supportive work environment. Every day, we take steps to create a workplace where everyone can feel seen, heard and, most importantly, valued.

Whether in the form of sensitivity training, women-led and women-focused workshops, internal Lean In Circle programs, or unconscious bias training for managers, senior leadership, and decision-makers, we are committed to fostering an inclusive and equitable workplace. These initiatives ensure that every team member is supported and empowered to thrive.

  • Paid volunteer days: We offer our employees the chance to volunteer at organizations they are passionate about for two days per calendar year, and often match their donations. 
  • Sustainability efforts: We’re serious about our commitment to sustainability. We’ve already set ambitious goals and are continuing to look for new ways to make the out-of-home industry a greener one. If you’re interested in reading more about the progress we’ve already made, read our sustainability statement.
  • Diversity, Equity, and Inclusion: Our commitment to DEI is more than words. We’re continually taking steps to encourage a culture of diversity and equity in all aspects of our business, ensuring that all of our employees and partners feel valued, heard and comfortable to bring their whole selves to work every day.

If you’re looking for a workplace that empowers, supports, and inspires, we’d love to hear from you. Explore our job openings here.

Product News | October 11, 2021

How to use digital signage to enhance the in-person shopping experience: Best practices & revenue-driving tips

If you’re a retailer looking to improve the in-store shopping experience or a media owner aiming to unlock new revenue opportunities, digital signage can be a game-changer. When used strategically, it does more than display ads — it creates a more seamless, engaging, and shopper-friendly environment while opening the door to new paid media streams.

Yet, many retailers are still unsure how to maximize the potential of their in-store digital media. A recent Retail TouchPoints report found that 57% of retailers struggle to adapt brick-and-mortar stores to evolving shopper expectations, and nearly half (44%) cite integrating digital media and technology as a top challenge. The key isn’t just adding screens — it’s using them to deliver the right message at the right time, guiding shoppers, highlighting promotions, and enhancing the overall shopping journey.

In this guide, we’ll break down exactly how retailers can:

The in-store digital signage opportunity for retailers

Shoppers today expect engaging, dynamic experiences wherever they shop — including inside physical stores, where the majority of U.S. retail sales (83.7%) were made in 2024. In response, the most successful retailers are fusing digital and physical shopping to create a unified, customer-centred buying experience. And one of the best ways to bridge that gap and bring the digital experience into brick-and-mortar stores is through in-store digital signage.

Unlike static signs, digital screens bring stores to life with real-time, dynamic content that engages shoppers and delivers relevant messaging at the right moment. Suddenly, you can access all the benefits of timeliness, relevance, and vibrance of digital ads all along the path to purchase. 

Beyond improving the shopping experience, digital signage also makes retail media networks (RMNs) more powerful. Many retailers already use first-party data to sell digital ad space, and now they can do the same in-store — giving brands a way to connect with shoppers at the point of purchase. With digital signage, retailers don’t just enhance the shopping journey; they also unlock new revenue streams by transforming their stores into high-value advertising platforms.

READ ALSO: Why in-store media is essential for forward-thinking retail media strategies

Strategy #1: Structuring in-store retail media for maximum impact

Well-placed in-store signage enhances the shopping experience and boosts sales. The right mix of formats and locations can increase revenue by up to 13.37% without adding products or using more space.

Where digital signage has the most impact

Want shoppers to actually notice and use your digital signage? Focus on high-traffic areas where they’re already looking for information:

  • Entrances: Welcome shoppers and highlight deals.
  • Aisles & product displays: Show product info, promotions, or helpful tips.
  • Checkout areas: Give last-minute reminders or loyalty program prompts.
  • Impulse zones: Suggest add-ons or limited-time offers.

Strategically placed screens capture attention and create valuable ad opportunities at key decision points. A digital display near the snack aisle, for instance, can highlight a chip promotion while featuring a soda ad, encouraging shoppers to buy both. This enhances in-store media value, driving stronger partnerships and ad revenue.

Best practices for in-store screen visibility & engagement

To ensure signage is effective:

  1. Keep screens at eye level so shoppers don’t have to strain to see them.
  2. Place screens in high-traffic areas where people naturally pause, like end caps, aisle intersections, and checkout lines.
  3. Use clear, high-contrast content that’s easy to read from a distance.
  4. Match content to location — a promo for snacks should be near the snack aisle, not at the entrance.

Strategy #2: Delivering the right message at the right time with dynamic, customer-first content

When content is timely and relevant, digital signage becomes a helpful shopping companion, guiding customers, highlighting promotions, and enhancing the in-store experience. Want digital signage content that enhances the shopping journey instead of blending into the background? Make it engaging, relevant, and responsive to real-time needs:

  • Visually engaging formats: Use motion graphics, animations, video, live social feeds, and interactive elements to capture attention and keep content fresh.
  • Accurate, real-time information: Display up-to-date pricing, promotions, product availability, and store navigation details to help shoppers make informed decisions.
  • Context-aware and localized messaging: Adapt content dynamically based on factors like time of day, weather, foot traffic, store location, and regional preferences for maximum relevance.
  • Seamless omnichannel integration: Bridge the gap between in-store and online with scannable QR codes, mobile-exclusive offers, or branded hashtags that encourage engagement beyond the store.

A dynamic content strategy allows retailers to keep signage responsive and aligned with customer needs and business goals. Instead of rigid campaigns, messaging can adapt based on store-level data, weather, or inventory.

For example, a Chicago store might highlight warm beverages and cold-weather gear in winter, while a Miami location promotes iced coffee and beachwear—ensuring offers make sense for each market. This flexibility also helps retailers manage supply chain challenges by automatically swapping out promotions for out-of-stock items and prioritizing available products.

By putting customers first, retailers create a seamless shopping experience while building a more valuable ad platform. When content feels relevant, shoppers engage—boosting advertiser interest and revenue potential.

Best practices for a strong in-store content strategy

To keep signage engaging and useful, retailers should:

  1. Schedule content dynamically: Use an intelligent content management system (CMS) to automate and adjust messaging based on store traffic patterns, time of day, and shopper behaviour. 
  2. Personalize messaging: Leverage first-party data from loyalty programs, past purchases, and CRM integrations to deliver targeted promotions that match shopper preferences.
  3. Balance store-led messaging with brand-sponsored content: Ads should enhance the customer experience, not disrupt it.

Strategy #3: Measuring campaign effectiveness for optimization & improved ROI

Investing in digital signage is smart, but retailers must track its impact to maximize value. Clear performance data optimizes content, attracts advertisers, and proves ROI. If signage isn’t driving engagement, sales, or strengthening the RMN, it’s falling short.

To get the most value out of an in-store retail media network, retailers should track key performance indicators (KPIs) that measure both customer experience and ad performance:

  • Customer engagement metrics: Dwell time, foot traffic impact, and interaction rates show how shoppers engage with signage.
  • Sales impact metrics: A/B testing and sales lift analysis track whether signage drives product purchases.
  • Ad performance metrics: Impression counts and brand recall surveys help attract advertisers by proving in-store ad effectiveness.

Advertisers want proof their in-store ads work—are shoppers stopping? Are featured products selling? Are campaigns driving purchases? Retailers who track signage performance can turn these insights into stronger ad partnerships and revenue.

For example, a grocery chain analyzing foot traffic might find shoppers linger longer in the bakery when screens display fresh specials. By scheduling promotions during peak hours, they boost engagement and impulse buys. The same data proves ad effectiveness to brand partners, increasing the value of in-store media.

A data-driven approach doesn’t just enhance shopper engagement—it builds a high-performing ad platform that keeps brands investing and customers engaged. When signage works for shoppers, it works for advertisers too.

How to measure success & attract advertisers

To connect signage performance with real business outcomes and attract premium ad partnerships:

  1. Link in-store and online shopper behaviour: Connect in-store RMN performance to e-commerce, mobile apps, and loyalty data for a full funnel view.
  2. Track purchase influence: Use loyalty programs and POS data to see which signage messages drive conversions.
  3. Use heat mapping & AI analytics: Identify high-engagement zones and optimize signage placement based on real shopper behaviour.
  4. Prove incremental sales impact: Advertisers invest where they see ROI — so track how signage increases brand lift and conversion rates.

READ ALSO: How to measure ROI in OOH advertising: Methods and strategies for accurate attribution

Turning engagement into revenue: The key to a more profitable retail media network

When screens capture attention and add value for shoppers, they naturally become more attractive to brands. Stronger engagement leads to higher-quality ad inventory, increased advertiser demand, and greater revenue for your retail media network.

The key? Prioritize the customer experience first. Before focusing on ad sales, retailers should optimize content, placement, and measurement to ensure signage is engaging and effective. When shoppers interact with screens, brands take notice — because advertisers want their messages displayed in environments where they make an impact.

Want to make the most of your in-store digital signage?

If you’re ready to turn engagement into a revenue-driving strategy, check out our eBook, How to Increase Revenue with Contextual In-Store Media. Inside, you’ll find practical tips on integrating digital signage into your retail media network, plus the 10 essential components needed to unlock new revenue at high-intent purchase locations like in-store displays and point-of-sale.

Product News | October 11, 2021

Advancing carbon transparency in digital out-of-home with Broadsign and Scope3

The out-of-home (OOH) advertising industry is undergoing a major transformation, with companies across the sector working to reduce the environmental impacts of advertising. As more brands and agencies set ambitious corporate carbon reduction goals this year, businesses need reliable carbon measurement data to track and minimize marketing’s impact on their footprint.

With programmatic display advertising alone generating 3.8 million metric tons of CO2 emissions globally each year, the pressure is on to find lower-impact alternatives. And the advertising industry is already responding— two-thirds of Fortune 500 companies have set significant climate commitments, with many aiming for net-zero emissions by 2030.

At Broadsign, our commitment to tracking, improving, and offsetting our own carbon footprint is constant, and our latest partnership with Scope3 builds on this belief. Together, we’re working to make it easy for brands and agencies to plan and buy OOH media with carbon impact in mind. At the same time, we’re focused on enhancing carbon reporting for the OOH industry. 

Partnering for a greener future in OOH 

Scope3, a leader in carbon measurement for advertising, provides comprehensive emissions data across multiple media channels with the mission to decarbonize media and advertising. However, up until recently, its platform didn’t include a large amount of data from DOOH. We teamed up with them to bring more DOOH carbon measurement data to the platform, so media buyers and owners can make more informed, sustainable decisions while advancing carbon transparency and reduction efforts.

With Scope3’s DOOH carbon measurement data now accessible to brands and agencies, they can easily factor DOOH’s environmental impact into their omnichannel media plans. Our collective efforts have enabled DOOH property and format emissions data for over 1 million screens globally on the platform, providing media planners with more comprehensive carbon impact data across their media channels like social, CTV, and digital online. 

For media owners, Scope3’s data helps position DOOH as a low-carbon media choice, provides carbon impact reporting to advertisers, and demonstrates its role in reducing emissions across omnichannel campaigns. Additionally, DOOH media owners can contribute inventory data to refine Scope3’s emissions model for more precise reporting.

Broadsign’s first partnership with a carbon measurement platform also sets the stage for future innovations, like dynamic campaign planning based on carbon footprint. We’ve been aware of Scope3 for some time, but our initial focus was on addressing our carbon footprint and achieving carbon neutrality internally. Once that plan was in place, we shifted our attention to supporting the OOH industry. Given that Scope3 is the industry standard for advertising carbon measurement, partnering with them to help launch the DOOH channel and provide additional insights for their modelling was a natural next step.

DOOH: A carbon-efficient advertising channel

Through our contributions to  Scope3’s model, Broadsign is helping to improve carbon measurement and transparency, giving media buyers more accurate sustainability insights. As brands and agencies prioritize sustainability, data collected to date highlights the benefits of including DOOH in a media mix, reinforcing its position as one of the most carbon-efficient advertising formats. 

Compared to other digital channels, DOOH generates significantly lower emissions, standing out as the greener advertising format on a per-impression basis. Web-based ads produce 3.7 times more gCO2 per impression than DOOH, while CTV generates 14.7 times more—and that figure doesn’t account for the impact of personal devices like mobile phones and laptops. 

Under the Scope3 measurement model, DOOH’s carbon footprint mainly comes from the electricity used to power screens, with factors like operating hours, brightness settings, and the local energy grid all playing a role. For example, running screens 24/7 uses more energy, brighter displays require more power, and fossil fuel-based grids lead to higher emissions. That said, DOOH remains highly efficient, thanks to its ability to reach large audiences in high-traffic areas. By delivering impressions at scale, its emissions are more impactful in terms of business outcomes while remaining lower than other digital advertising formats.

This graph illustrates the grams of carbon emitted per thousand impressions across all channels measured by Scope3. In countries with available DOOH benchmarks, the channel stands out as a significantly lower-emission option than others.

For brands and advertisers looking to reduce their carbon footprint, choosing high-quality, low-emission screens is a great place to start. Optimizing campaign timing can also help—certain hours may align with a cleaner energy grid mix or higher foot traffic, making ads more effective and sustainable. Even a small shift toward DOOH can make a big impact while keeping omnichannel campaigns effective and engaging. Plus, incorporating DOOH into a broader media mix enhances the performance of other channels, making it a win-win for sustainability and strategy. 

With benchmark data now available from Scope3, media owners also benefit. They can create carbon intensity reports to highlight DOOH’s sustainability advantage. Looking ahead, we anticipate more sustainability-focused media owners will use this data to strengthen how they position DOOH’s impact in the larger omnichannel ecosystem, and illustrate how the medium can help offset the carbon footprint of more energy-intensive channels like CTV, video, and web. 

As the industry evolves, Broadsign’s dedication to driving both our own sustainability initiatives and supporting the advertising industry is unwavering. We will continue to equip our team and partners with the transparency and insights needed to make more informed, responsible decisions.