Product News | October 11, 2021

TSmedia, d.o.o. Chooses Broadsign International, LLC for its “Digital Giants” LED Screens

LED displays up to 55 square meters in size run on Broadsign’s digital signage platform.

One of TSmedia’s Digital Giants LED screens.

Ljubljana, Slovenia. November 26, 2014. The largest network of digital out-of-home displays in Slovenia, TSmedia, has selected Broadsign International, LLC’s cloud-based digital signage software to power its new class of technologically advanced LED screens, called “Digital Giants”.

Seven digital billboards ranging from 13 to 55 square meters in size were activated in May 2014 and complement TSmedia’s preexisting displays in the likes of shopping malls, post offices and gas stations. Located in prominent positions along Ljubljana’s main crossroads, the city center and its biggest shopping mall, Digital Giants have rapidly been gaining popularity among advertisers and are viewed as the next “big” thing in Slovenian advertising.

TSmedia plans to expand the Digital Giants network to new locations in Ljubljana and across Slovenia.
“Broadsign was selected to power our new and advanced network of digital screens due to the significant importance we place on viewer-targeting, consumer engagement and high accountability,” said Tomaž Pernovšek, CEO at TSmedia. “We are always working hard to offer our advertisers the latest and most efficient advertising platforms. The capabilities of Broadsign’s robust software align with TSmedia’s needs and will help meet our advertising objectives.”

The entire TSmedia network of outdoor digital displays reaches almost 90% of Slovenia’s population and guarantees advertisers extensive reach, visibility and successful campaign performance.
“Broadsign has developed a reputation for providing trusted and high quality performance to the biggest screens in the world, from Las Vegas’ Harmon Corner to London’s Waterloo Motion. As such, we are proud to add TSmedia, leading DOOH network of its nation, to this list of renowned locations and premium displays,” said Skip Beloff, Vice President of Sales at Broadsign.

If you are looking to deploy a series of unique digital out-of-home displays in the near future, sign up for a 60 day free trial of Broadsign’s digital signage software.

About Broadsign

Broadsign International, LLC is the first global provider of cloud-based software for digital signage networks. Its platform was designed exclusively as a management system for media companies operating digital out-of-home and digital place-based media networks, giving them an unlimited capacity for growth without adding personnel. After over a decade in the industry, Broadsign’s latest incarnation, Broadsign X, has become a mature and reliable fit for all digital signage software needs and its Android-based smart player, Broadsign Xpress, has decreased the cost of deploying digital signage compared to PC-based hardware alternatives. Broadsign’s constant growth, extensive network and dedication to predicting and responding to industry trends make its digital signage solutions a safe bet for the future of networks with even the most complex of requirements. For more information about Broadsign, visit https://broadsign.com.

About TSmedia

TSmedia is a Slovenian corporation, renowned for its extensive experience in the development of digital contents and services, management of various media and information points. TSmedia participates in creation of the Slovenian media landscape with the leading digital media Planet Siol.net, and constitutes the central Slovenian information point with najdi.si — the entry point to the Slovenian Internet, the Telephone Directory of Slovenia, the Contact Centers 1188 and 1977, and the business register Bizi.si. According to MOSS (Slovenian online audience measurement), the medias of TSmedia enjoy the largest overall reach in the country, effectively reaching more than two thirds of all internet users.

Product News | October 11, 2021

How to boost your back-to-school campaigns with OOH advertising

Back-to-school season isn’t just about new notebooks and sneakers—it’s one of the biggest retail moments of the year. In fact, next to Black Friday, it’s the second-busiest shopping event, with sales expected to reach $84.5 billion in 2025. It’s a key moment for brands to drive both in-store and online traffic.

According to the National Retail Federation, 67% of back-to-school shoppers had already started shopping by early July, up from 55% last year and the highest early start since the NRF began tracking it in 2018. The early start is partly driven by economic concerns: 51% of families say they’re shopping earlier this year to avoid potential price increases due to tariffs or inflation.

With shoppers active early but still open to influence, this season presents a key opportunity for advertisers to stay top of mind throughout the entire purchase journey. DOOH advertising helps brands do just that—reaching shoppers in real time with contextually relevant messages near retail locations, on transit routes, and in everyday environments where purchase decisions happen.

With families actively hunting for value and wrapping up their shopping lists, DOOH offers a smart, scalable way to connect with them. Here’s how to maximize your back-to-school campaigns this season.

Strategies for effective back-to-school OOH advertising

Targeted ad placements

Location matters—and when it comes to driving real-world action, proximity pays off. According to the OAAA, 30% of consumers have recently noticed OOH ads providing directions to a business. Of those, 51% visited the business, and 93% made a purchase, highlighting the power of timely, well-placed messaging to convert attention into action.

With 62% of back-to-school shoppers planning to visit two or more physical stores this season, strategic DOOH placements offer a direct way to influence purchase decisions in real time. By meeting consumers where they live, move, and shop—on commutes, in stores, and during everyday errands—advertisers can stay top of mind throughout the entire path to purchase.

  • Urban panels and transit stations reach students, teachers, and parents as they navigate city streets or commute to school and work—making them ideal for building awareness early in the shopping cycle.
  • In-mall screens and big-box retail placements reach consumers at the point of decision, when new clothes, school supplies, and electronics are already top of mind. These locations offer both high dwell time and strong purchase intent.
  • Grocery stores and pharmacies are high-frequency stops for families throughout the season. Placing DOOH ads in these environments helps reinforce messaging around snacks, lunch prep, personal care, and other everyday essentials.
  • Near college campuses, DOOH campaigns can engage students and educators gearing up for the semester, with messaging focused on dorm furnishings, laptops, and classroom supplies.
Tesco’s back-to-school campaign via Clear Channel UK.

Contextual, relevant messaging

Crafting timely and relevant messages for your OOH ads can significantly enhance their impact—especially as inflation continues to influence how households prioritize their spending. According to the National Retail Federation, nearly half of back-to-school shoppers are delaying purchases to wait for better deals, making context-aware messaging more valuable than ever.

DOOH ads tailored to contextual settings or time-specific discounts can help capture a shopper’s attention and inspire action—whether it’s a limited-time offer near a big-box store or a reminder to stock up on supplies during the afternoon commute. You can take that agility even further by incorporating dynamic creative, allowing your messaging to automatically adapt based on real-time conditions.

Thanks to continued advancements in programmatic digital out-of-home (pDOOH), triggering dynamic ads is easier than ever. Advertisers can activate creative based on factors like weather, traffic conditions, time of day, special offers, or even nearby events. In some cases, ads can even be triggered by inventory status, such as displaying promotional discounts when a store has an overstock of merchandise.

Timing is key—schedule ads during the moments your audience is most likely to engage, like morning and afternoon commute windows, weekend shopping rushes, or after-work errand hours, to ensure your message reaches consumers when it matters most.

H&M promotes the back-to-school season during commuting hours via JCDecaux.

Amplifying digital reach with OOH

OOH advertising is not just about physical presence; it can also drive digital engagement. According to data from The Harris Poll and OAAA, 74% of mobile device users reported taking action on their mobile devices following recent exposure to DOOH ads, with actions ranging from online searches about advertisers to direct visits to advertiser websites and social media platforms. 

Integrating QR codes or short URLs into OOH ads can encourage viewers to visit an online store or follow or engage with a brand on social media to access a promo code for B2S shopping. Social media contests or giveaways with a B2S theme promoted on OOH creative can further drive engagement and increase a brand’s following.

Interested in getting started with DOOH this back-to-school shopping season?

The back-to-school season is a prime time for brands to connect with consumers and boost sales. Incorporating OOH into your marketing strategy is a strategic way to reach parents, students, and teachers where they’re at, increasing brand awareness and prompting them to take action. 

Explore curated audiences in our Retail package here!

Product News | October 11, 2021

Want to scale in-store digital signage the smart way? These costly missteps could undermine long-term growth

As retailers race to meet brand demand and tap into new revenue streams, many are rapidly rolling out digital signage as part of their broader retail media networks (RMNs). But in the rush to scale, it’s easy to make early decisions that quietly erode long-term flexibility, visibility, and control.

The way you structure your network — from how screens are managed to how content is delivered and measured — directly impacts your ability to scale effectively. And when speed is prioritized over strategy, foundational cracks often surface just as brand expectations are rising.

Whether you’re installing your first in-store screens or integrating an existing network into a broader retail media strategy, your setup should serve your business, your partners, and your shoppers without compromise. That’s where Broadsign’s new eBook, Owning Your In-Store Activation: A Playbook for Scaling In-Store Digital Signage Networks, comes in: a guide to scaling smart, staying in control, and building for the long term.

The following insights — pulled directly from the playbook — spotlight three of retailers’ most common missteps when scaling in-store media. Avoiding them early can help you protect long-term flexibility, unlock greater value, and stay in control as your network grows.

Why in-store, why now?

Retail media is one of the fastest-growing channels in advertising — and the physical store is its most underleveraged asset. While ecommerce has historically commanded retail media budgets, over 80% of U.S. retail sales still happen in-store. That’s a massive opportunity to engage shoppers at the point of purchase.

That momentum is building fast:

To capture that value, more retailers are turning to digital signage. With screens, contextual triggers, and access to first-party customer data, they can now deliver targeted, measurable campaigns right where buying decisions are made. From dynamic digital displays to mobile integrations and real-time content delivery, in-store environments are becoming high-impact media assets.

But unlocking that value — and making it work to your advantage — takes more than tech. It takes a strategy that puts you in control.

Retailers that act now, building scalable infrastructure and aligning their networks with long-term goals, will be better positioned to drive revenue, strengthen brand partnerships, and elevate the in-store shopping experience.

What in-store retail media looks like today

Modern in-store retail media is fast, flexible, and measurable. Gone are the days of static signage and lengthy campaign rollouts. Today’s in-store environments are powered by:

  • Endcap and shelf-edge displays for real-time, context-driven promotions
  • Checkout and kiosk screens to deliver targeted, personalized offers
  • Mobile integrations (e.g., dynamic QR codes, NFC) that bridge physical and digital touchpoints

The real power lies in data. With insights from loyalty programs, real-time signals like inventory or weather, and behaviour-based triggers (e.g. motion sensors, dwell time), retailers can automatically serve relevant content when it matters most — increasing engagement and conversion.

Common missteps that undermine retailer control

Before you scale, avoid these all-too-common traps, which can limit your flexibility, erode shopper trust, and ultimately impact your bottom line.

1. Prioritizing speed over strategic control 

Turnkey solutions from third-party platforms can be appealing. They promise fast deployment, minimal lift, and a steady demand pipeline from brand advertisers. But this speed can come at the cost of flexibility. These models often involve rigid contracts, limited customization, and closed systems that don’t integrate easily with your existing operations. Those early decisions can box you in as your network scales, restricting how you deliver content, leverage data, or monetize your screens.

“The best long-term value comes from owning the data and being the front door for how retail media is bought,” says Troy Townsend, CEO of Zitcha. “This is about building enterprise value.”

2. Letting fragmentation create friction

Retailers often launch in-store media programs without standardized systems or shared goals across internal teams. The result? Fragmented networks that are hard to manage and even harder to measure. According to the Path to Purchase Institute, consumer goods companies now work with an average of six retail media networks, a number that’s expected to nearly double by 2026. That fragmentation creates a real challenge for retailers: proving performance and standing out to advertisers.

In-store adds even more complexity. Factors like screen location, shopper flow, and dwell time vary from store to store, making it hard to compare results without standardized reporting. To scale effectively, you need more than screens. You need a connected ecosystem, a unified measurement strategy, and a clear operational playbook.

3. Letting content chaos dilute the shopper experience

You’ve invested in digital screens — now what do you show on them? This is where many retailers hit a wall. Without a coordinated strategy across teams (media, marketing, merchandising, store ops), everyone competes for screen time, leading to:

  • Conflicting messages
  • Missed opportunities for targeted content
  • Visual overload that confuses shoppers and weakens campaigns

Media campaigns are often treated like old-school packages — booked by week or location, with no real audience targeting or dynamic scheduling. That approach might fill screens, but it fails to align with shopper context or brand expectations.

“That lack of screen- or audience-level targeting creates real operational challenges,”
says Jorge Bueno, CEO of Shoppermotion. “Without the right infrastructure, the only option is to run the same ads across all screens at once.”

The result? A disjointed experience that under-delivers for everyone.

Own your growth — before someone else defines it for you

These pitfalls aren’t just operational challenges — they’re symptoms of a deeper issue: giving up too much control over how your network runs, scales, and delivers value.

Taking back control doesn’t mean building everything yourself. It means:

  • Choosing partners who align with your goals
  • Building infrastructure that supports flexibility and interoperability
  • Retaining ownership of the data, processes, and strategy that shape your success

Retailers that define these boundaries early are better equipped to scale their networks purposefully and turn their in-store footprint into a long-term competitive advantage.

Ready to take back control?

Owning your in-store activation doesn’t mean doing it all alone. It means making smart, strategic decisions about your infrastructure, partners, and operations — and building a network that works for you, not the other way around.

Download the complete Owning Your In-Store Activation playbook to explore the key decisions that shape in-store success and learn how to structure your network for long-term, scalable growth.