Product News | October 11, 2021

Digital Signage in a New York Minute: An interview with Susie Zimber

I asked Susie Zimber, National Account Executive at Zoom Media, to pick a lunch spot close to her office. Nestled in Murray Hill, she opted for a diner that would be quiet enough for me to record our conversation about all things digital. As we sipped our matzo ball soups, a perfect dish for the chilly day, the svelte blonde dressed in a black ensemble candidly explained why she is so passionate about the digital out-of-home space. Her polite yet nimble nature makes such an excitement infectious.

“At the start of my career, the out-of-home industry was all about static media, like billboards, bus shelters and coffee sleeves,” stated Susie, as she recalled wondering what would be next to keep clients interested and wanting to spend money in OOH versus other media formats. “I remember playing a game of lacrosse when suddenly the football field’s Jumbotron was activated, allowing everyone to see my player stats on the big screen. From then on, I thought digital would be the way of the future.”

Upon graduating with a major in Communications from Boston College, Susie moved to New York City to become an Ad Sales Assistant for Men’s Health Magazine. The daughter of a professional tennis player and talented athlete herself (Susie had a full college scholarship thanks to lacrosse) Susie was naturally drawn to the magazine’s content. While working at the publication, her interest in outdoor media was piqued by her boyfriend-turned-husband’s internship at Clear Channel Airports, leading her to accept a position at Zenith Media as an out-of-home buyer for brands such as Verizon.

Embracing a “young and fun industry” along with a work hard, play hard attitude, Susie took on an opportunity at Kinetic where she spent several years working with clients like DKNY, Chanel and American Express. Jumping from the agency to network side of the business, Susie stayed true to the fitness root of her career path by joining Outcast Fitness Network before taking her current role at Zoom Media. “I love working for Zoom because I’m selling something I believe in,” gushed Susie. “I am a target consumer myself, visiting health clubs in the morning or on my way home after work.”

Like many young professionals, Susie goes to the gym and supermarket after her day at the office, gets home late, eats dinner and goes to sleep. “What I watch on TV is DVR and while I still read magazines, I consume the rest of media online through my computer and mobile. Content is up-to-the minute, relevant and serves the urgency created by people who want something right when they need it. Everything is merging into digital – it can only go up from here.”

Susie’s inclination toward the combination of digital, health and fitness became even more apparent as she spoke about Zoom Cardio, a network of touchscreens that track gym-goers’ workouts. “Zoom Cardio engages people by allowing them to plan their playlists at home, watch on-demand programming and live TV at the gym. It even provides a virtual interactive option to, for example, run through the Grand Canyon as the treadmill mimics its terrain,” said Susie. “At the end of the day, we want to help consumers get through their workouts, achieve their goals and leave the health club feeling good.”

People working within the digital signage industry should feel good as well. Susie believes it is an exciting time to be in digital and advises everyone to stay in the game to see what occurs from constant technology advances. “Hold on,” she grinned, “it’s going to be a crazy ride”.

About Susie

Susie Zimber took a position at Zoom Media & Marketing in October of 2012. She brought to Zoom a blended background of OOH sales and agency experience previously from Outcast Fitness, Kinetic WW and Zenith Media. At the end of the day she understands the shared struggles of her agency partners and clients and knows how important it is to be a resource to those in need of her help and enjoys working alongside them to deliver the objectives of the campaign from start to completion. 2014 has already proven to be a big year for Zimber as she is already pacing beyond her sales goal as of March 15^th!

Zimber is a graduate of Boston College with a BA degree in Communications. She currently lives with her husband on the Upper East Side of Manhattan and enjoys going to the gym (of course!), running in Central Park, watching movies and hanging out with friends and family.

Product News | October 11, 2021

Groceryshop 2025: Why in-store screens are retail media’s last-mile goldmine

The message from Groceryshop 2025 was unmistakable: The initial era of retail media is closing, moving past what some called the “Gold Rush” phase. That phase, focused on high-margin, performance-driven e-commerce search, is no longer sufficient. The industry is entering what many are calling the “Age of Reckoning,” where true success requires a full-funnel approach and, critically, flawless execution at the point of purchase.

As brands allocate more budget to retail media, the emphasis is moving from digital shelf limitations to the hidden opportunities of the physical screen. Broadsign is key here: in-store screens serve as the final touchpoint where retailers can influence purchase decisions, create engaging shopping experiences, and unlock new revenue streams.

The sense of urgency is confirmed by recent data from eMarketer, projecting that retail media ad spending will reach nearly $100 billion by 2029. That includes U.S. investment in in-store retail media, which is expected to surpass $1 billion by 2028, outpacing growth in online retail media.

Why in-store media unlocks real value

In-store media uniquely combines mass reach, similar to connected TV audiences, with precision targeting at the moment of maximum intent.

Don’t mistake this for traditional out-of-home (OOH) advertising. Retail media requires a deeper integration of first-party data and sophisticated campaign management, extending to the point of purchase. Broadsign offers this core expertise, backed by twenty years of developing reliable, large-scale digital networks. This is where brand messaging turns into actionable insights, directly affecting shopper behaviour.

Strategically positioned digital screens, utilizing first-party data, are crucial for encouraging impulse buys at the last moment. They can showcase personalized offers and specific messages that enhance the in-store experience, influence last-minute decisions, and encourage shoppers to increase their cart sizes. This approach demonstrates how digital screens enhance the shopping experience and improve the average order value.

In a session, industry leaders such as Cristina Marinucci (Mondelez), Ali Miller (Instacart), and Sarah Marzano (eMarketer) highlighted that brand awareness isn’t solely built online. E-commerce has limitations; it lacks a digital counterpart to the disruptive, high-impact engagement offered by in-store screens. This presents an opportunity for brands and retailers to create meaningful and memorable moments that combine personalized experiences with a sense of community.

The hard work behind the magic: Collaboration and data harmony

Scaling in-store media is not simple. Execution is everything, and success requires solving multi-layered challenges.

Organizational alignment: Every team, from brand, trade, shopper marketing, and e-commerce, needs clarity on how to leverage the network. Without alignment, experimentation and innovation stall.
Data harmony: Flexible, real-time budget allocation depends on shared, integrated data systems. Clean-room partnerships are becoming increasingly essential for combining first-party data while respecting privacy, enabling both brands and retailers to maximize value.
Execution is everything: Retailers can no longer afford to simply track screen impressions. The next benchmark is true closed-loop attribution in-store, linking physical exposure directly to lift in sales and basket size. This is the critical question retailers must answer to justify long-term investment and prove performance to brand advertisers.

The retailers and networks that solve operational, measurement, and organizational challenges now will dominate the retail media landscape. The focus must be on getting in-store media right, because that’s where the last mile is won.

A question for retailers and brands

Are your current blockers operational, organizational, or data-related in nature? Understanding this will determine how effectively you can leverage in-store media to drive growth, engagement, and revenue.

Regardless of your stage in the process, Broadsign can help you develop your in-store retail media network. Contact us today to discover how we can assist you.

READ ALSO: Check out our latest playbook, How To Scale In-Store Activation, to learn how to create and grow in-store networks that enhance the shopper experience, open new monetization avenues, and promote long-term success.