Product News | October 11, 2021

How Airports Maximise Ad Revenue with a Digital Signage Network

While the idea of living on the edge and arriving at the airport 30 minutes before a flight sounds appealing, most of us find ourselves sitting at the gate with hours to spare. The truth is, most of the time at the airport is spent waiting.

As a matter of fact, Airports Council International reported that global airport wait time is an average of 137 minutes. However, 47% of this time is wasted. This means many airports are missing out on a significant amount of advertising revenues.

With little to do while waiting for their flight, passengers are a very captive audience. This, when combined with a strong digital signage network, makes it easy for airports to capitalize on those extra 64 minutes.

Unlike online, TV and radio, where AdBlock, PVR and Spotify allow consumers to skip ads altogether, travelers can’t board a plane early. When combined with eye-catching and creative campaigns, this results in great ROI for advertisers.

As a matter of fact, Jameson’s 2016 St-Patrick’s Day campaign in London Gatwick Airport is a prime example of the impact a successful airport campaign can have.

Along with their photo booth, Jameson took over the terminal’s screens to broadcast live content and accompanying ads. More than 100,000 travelers viewed the campaign over a three day period. This contributed to a 39% sales uplift of Jameson at the duty-free store.

To accommodate creative campaigns like Jameson’s and pique advertisers’ interest, airports need to have a flexible solution in place. Static billboards simply won’t cut it and hundreds of individual digital screens will be difficult to manage.

This is where a digital signage network comes in

With a digital signage network in place, campaigns are launched across hundreds of screens in a matter of minutes. Digital signage software automates each screen’s scheduling based on target audience, specified reach, time of day and other custom criteria. This way, every ad is played in the right context, which is a benefit for viewers and advertisers alike.

Connecting each screen to a central location also speeds up the ad sales process. Teams can quickly scan available inventory within the sales software rather than sifting through massive spreadsheets. Proposals can also be generated automatically, so potential advertisers receive a reply within the hour. To fill any remaining ad space, airports can also work with a supply-side platform (SSP) which gives programmatic media buyers the opportunity to advertise on airport screens.

Ready for 64 more minutes of ad revenue?

With thousands of jet-set business people and curious globetrotters flowing through your gates, advertising opportunities are endless. Interactive and exciting campaigns are a great fit for airports, so it is key to have the right infrastructure in place. While static billboards and individual screens are a good start, an integrated digital signage network will help make the most of each advertising minute.

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.