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

Cotswold Outdoor Group Expands Retail Media Strategy to In-Store with Broadsign and IUF

Exterior view of a Cotswold Outdoor store in a shopping centre, featuring a large digital display in the storefront showing an outdoor campaign.

Collaboration delivers scalable display network infrastructure, creating new omnichannel opportunities for advertisers and driving measurable results

MONTREAL – (October 6, 2026) – Retail media technology provider Broadsign and in-store media integrator IUF announced a collaboration with UK retailer, Cotswold Outdoor Group, to expand its retail media network (RMN) with a new scalable in-store advertising infrastructure. The upgrade provides a unified workflow that streamlines media planning, management, and measurement in-store and across onsite and offsite channels. It enables Cotswold’s brand partners to seamlessly execute omnichannel ad campaigns that engage shoppers at the point of purchase and beyond.

Broadsign, Cotswold Outdoor Group, and IUF designed the network with long-term growth in mind. It presently includes 149 till, shelf, totem, large format, and front-of-store displays across 23 stores, which are powered by the Broadsign Platform (specifically the Broadsign CMS and Ad Server) and support a range of media.

The Broadsign Platform is helping to streamline operations and centralize content management and network health monitoring. The technology is also advancing screen monetization opportunities by scheduling ads, automating yield, and balancing complex campaign rules to help Cotswold Outdoor Group capture optimal revenue. With IUF’s ongoing deployment and support, the infrastructure allows the retailer to manage and scale in-store media operations efficiently while maintaining a reliable shopper and advertiser experience.

Through Broadsign’s omnichannel integration with Zitcha, Cotswold Outdoor Group’s retail media platform, brand partners, and agencies can easily extend omnichannel strategies into the physical store environment. The network is already delivering measurable results for participating brands, like HOKA, ASICS, and Nike. Most recently, a targeted HOKA campaign combining onsite and in-store media placements delivered a 13 percent lift in units sold per store, demonstrating the value of reaching shoppers at multiple touchpoints on the path to purchase.

In-store shoe display featuring running footwear from HOKA, ASICS, New Balance and other brands, with a digital screen showing a HOKA advertising campaign.

“At Cotswold Outdoor Group, we’re passionate about helping people get closer to the outdoors — and that starts with creating inspiring moments. Our brand partners are a big part of that journey, and this collaboration with Broadsign and IUF offers a powerful new way to connect with our customers in-store, alongside our onsite and offsite media channels,” explained Mary Antieul, Head of Commercial, Cotswold Outdoor Group. “It means we can bring the right messages to shoppers at the right moment, with less friction for brands and a more connected experience for customers. The early results have been really encouraging, and we’re excited to build on that momentum as we expand the network and explore future programmatic opportunities.”

“Retail media is evolving fast, and partnering with IUF, we’ve delivered an in-store media infrastructure for Cotswold that can scale rapidly. Together, we’ve designed a network that makes it easy for its team to add, manage, control, and monetize new screens and integrate programmatic trading capabilities down the line,” explained Frank Vallenga, Vice President, Platform Sales, EMEA and SEA, Broadsign. “By leveraging our integration with Zitcha, Cotswold has been able to connect audiences across their various retail media channels, which is a challenge many retailers have yet to solve.”

“This project went from tender to a live network generating revenue within twelve weeks which demonstrates the expertise of all of the technical partners involved,” said Josh Bunce, CEO, IUF. “Together we were able to deliver a cohesive customer journey so that Cotswold Outdoor Group can maximize its in-store retail proposition today but also ensure that it can scale easily into the future. The in-store channel is proving to be a competitive differentiator when advertisers start mapping out budgets with brands already seeing impressive results from the in-store activations.”

About Broadsign

Broadsign develops the leading global platform for managing and monetizing out-of-home (OOH) media. The company, which also operates Place Exchange by Broadsign, the largest independent SSP for Digital OOH, empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 2.8 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign.

About IUF

Making spaces perform, IUF is a leading technology solutions partner that delivers seamless, future-ready digital solutions across retail, stadiums, transport, DOOH, live events, attractions, workplaces and more. IUF designs, delivers and manages end-to-end digital signage, experiential and large-scale LED, transforming physical environments into intelligent, revenue-driving destinations. Founded in 2008 in Bristol UK, IUF is now active in over 30 countries.