Product News | October 11, 2021

How Pepsi Max used programmatic digital out-of-home to retarget fans

the challenge

Tesla and Edison, Sherlock and Moriarty, Star Wars and Star Trek; the world is packed with epic rivalries, but perhaps none as iconic as Pepsi and a certain red rival. Wanting to settle things once and for all, Pepsi MAX needed a marketing campaign that truly set them apart.

In a two-step campaign, Pepsi MAX started by setting up stations across the Netherlands where people were encouraged to take a blind taste test comparing two beverages. This classic and immersive campaign was a hit and great for brand awareness. Yet Pepsi MAX wanted to extend their reach and push their creativity a step further.

the solution

Using their innovation budget and working with international marketing agency Omnicom, Pepsi devised a plan to retarget taste testers using digital out-of-home. The campaign ran on Exterion Media screens in six malls in Amsterdam, Utrecht, the Hague and Rotterdam. These locations were specifically selected because the malls had a supermarket in them, increasing the relevance of the ad and the likelihood of triggering a purchase.

However, rather than booking every mall screen at all times, the brand tapped into Broadsign DSP partner, Platform 161, for a hyper-targeted and contextual programmatic digital out-of-home approach. When people participated in the tasting challenge, a unique ID was logged from several apps using Resono beacon technology. The digital out-of-home campaign was then triggered instantly when one of these taste testers walked into the mall.

As this took place programmatically, Pepsi MAX only paid for the ad placement when the creative played, making it a targeted and extremely efficient media buy. The moment the ad was triggered, the entire mall network displayed a Pepsi MAX ad for an impactful takeover view.

“The flexibility provided by buying digital out-of-home programmatically enabled us to look at retargeting in a whole new way. The screens were a fresh and creative addition to Pepsi MAX’s campaign.” – Danique Steur, senior programmatic specialist, Omnicom

the results

The result was a highly effective campaign that caught viewers’ attention.

“With programmatic digital out-of-home, we were able to be extremely relevant to our audience without having to spend huge amounts. We’re definitely going to continue to innovate with this type of campaign going forward.” – Michiel Otten, brand manager beverages, PepsiCo.

While mass awareness digital out-of-home campaigns are still an important part of a brand’s marketing strategy, data-driven programmatic campaigns are becoming more frequent, as buyers look to find more efficient and creative ways to share their brand stories.

Product News | October 11, 2021

How Broadsign makes it easy for DOUGLAS Marketing Solutions to run its multi-market in-store retail media network

When DOUGLAS Marketing Solutions launched in 2019, the goal wasn’t just to build a retail media network (RMN). It was to build the RMN for premium beauty – one that could guide millions of shoppers across nine European markets in making purchase decisions and seamlessly connect online influence with in-store decision making.

Today, DOUGLAS Marketing Solutions is setting the benchmark for omnichannel retail media, and their in-store digital network is proving a core engine behind that success. Powered by the Broadsign Platform, DOUGLAS Marketing Solutions’ omnichannel RMN offering is transforming beauty aisles into a measurable, high-impact media channel. They’re not only elevating brand visibility but also strengthening shopper engagement and setting a new standard for in-store retail media.

A retail media powerhouse ready for its next frontier

With 1,970 stores, a category-leading eCommerce platform, and over 60 million Beauty Card members, DOUGLAS Marketing Solutions had everything it needed to deliver a true omnichannel experience. But there was one missing piece: a dynamic in-store media layer that could match the precision, speed, and transparency of digital, from online and mobile, to social and email.

The brands they work with were increasingly expressing interest in influencing consumers at the point of purchase while shoppers were asking for more guidance in a high-choice, premium environment. DOUGLAS Marketing Solutions responded by working to unify the entire journey, from online discovery to in-store purchases, with measurable, data-driven impact. The vision was clear: bring digital intelligence to the shelf and elevate the beauty shopper experience.

The turning point: Choosing the right partner to bring the vision to life

As DOUGLAS Marketing Solutions prepared to modernize its in-store media offering for brands by adding digital screens, one thing became apparent. They’d need the right technology partner to determine how quickly and confidently their team could scale the vision across nine European markets.

Finding a digital signage software provider who understood the complexity of retail media was a priority. The ideal technology partner also needed to have a firm grasp on the expectations of premium beauty brands and DOUGLAS Marketing Solutions’ ambition for a truly unified omnichannel network.

In searching for a solution, DOUGLAS Marketing Solutions found that most platforms could manage screens. Far fewer could support the speed, transparency, and enterprise rigor they needed. Only Broadsign demonstrated a willingness to co-create a solution tailored to DOUGLAS Marketing Solutions’ RMN strategy.

Broadsign provided the technical backbone to power a dynamic, multi-market in-store network, but just as importantly, they showed a genuine investment in DOUGLAS Marketing Solutions’ long-term vision. From KPI transparency to enterprise-grade scalability and seamless programmatic advertising readiness, the Broadsign Platform aligned perfectly with DOUGLAS Marketing Solutions’ standard for innovation and operational excellence.

“Broadsign stood out as the partner of choice. Beyond their robust technology and broad functionality, what convinced us was their genuine interest in understanding our business needs and co-creating the right approach for our in-store vision. Their platform provides the flexibility, scalability, and accountability required to bring our omnichannel retail media strategy to life,” said Charina Lumley, Managing Director, DOUGLAS Marketing Solutions GmbH.

With Broadsign, DOUGLAS Marketing Solutions adopted more than a digital signage solution. They gained a partner capable of evolving with them, supporting the ambitions of a retail media business built for long-term, international scale.

Bringing the vision to life: Precision, agility, and real-time impact

Since launching their digital in-store network, DOUGLAS Marketing Solutions has redefined how beauty brands show up at the shelf. What began as a vision to modernize the in-store experience has evolved into a fast, data-driven, and highly collaborative media channel — powered by the Broadsign Platform.

Their teams described the shift as moving from manual, fragmented, and time-intensive workflows to an environment where campaigns can be planned, launched, and measured with the speed and clarity expected of modern retail media. Here’s how it was achieved:

1. Campaign planning is fast, consistent, and frictionless

Before digitizing in-store advertising, campaign planning required extensive coordination among brand teams, internal departments, and local markets – often resulting in delays and inconsistencies.

With the Broadsign Platform, DOUGLAS Marketing Solutions now has:

A unified and real-time view of available inventory
Automated workflows that eliminate back-and-forth on feasibility checks
Consistent pricing, packaging, and delivery logic across countries
A planning experience that mirrors how partners buy media in other digital channels.

By streamlining workflows, DOUGLAS Marketing Solutions can now move from proposal to activation far more quickly, creating a predictable and efficient experience for both their team and brand partners.

2. Content management is instantaneous and built for retail

One of the biggest culture shifts DOUGLAS Marketing Solutions has experienced since adopting the Broadsign Platform is consistent speed. It enhances flexibility, enabling DOUGLAS Marketing Solutions to deliver more timely messaging that benefits both shoppers and brand partners. Content can now be:

Activated or paused within minutes
Localized at scale across markets, regions, or individual stores
Optimized mid-flight based on product availability, promotions, or store priorities

This agility allows DOUGLAS Marketing Solutions to align in-store messaging with fast-moving beauty trends, supplier campaigns, and omnichannel initiatives, which would have previously been difficult with a basic digital setup or limited static signage.

3. Targeting is smarter, more meaningful, and rooted in real shopper context

For the DOUGLAS Marketing Solutions team, ensuring that the right message hits the right shopper in the right setting has always been a core focus. Using Broadsign’s criteria-based rules, DOUGLAS Marketing Solutions can automatically target by:

Store tier or format
Screen type and position
Category adjacency
Time of day
Priority product focus

The technology ensures their digital screens deliver contextual messaging that highlights hero products in premium stores, aligns with category zones, and adapts based on local shopper profiles. The result is far more premium, relevant brand experiences.

4. Reporting is transparent, credible, and built to prove impact

For DOUGLAS Marketing Solutions and its brands, accountability was essential in the decision-making process. Reporting had to be straightforward and transparent to demonstrate to brands clear evidence of delivery, justifying their investment in omnichannel retail media.

Broadsign’s APIs enabled that. DOUGLAS Marketing Solutions can now feed those APIs to their custom reporting platform to gain comprehensive, real-time insights into how their in-store screens drive business outcomes. With over 100 active API integrations, Broadsign is one of the most open and flexible platforms in the industry, giving DOUGLAS Marketing Solutions the control and transparency required to measure, optimize, and scale their in-store campaigns with confidence.

To meet advertiser demand for comprehensive, real-time data on campaign performance, the team opted to deploy Broadsign’s CMS and Guaranteed Campaigns. The choice has unlocked:

Verified proof-of-play
Transparent delivery reporting
The ability to connect exposure with product performance
Insights that help refine future campaigns

The result

A connected media ecosystem where in-store, onsite, CRM, and open-internet campaigns reinforce each other — not operate in silos. DOUGLAS Marketing Solutions now runs its in-store media strategy while upholding the same precision and measurement standards as its digital channels.

Brands have already noticed the impact of DOUGLAS Marketing Solutions’ in-store retail media network. With richer audience and campaign insights, faster turnaround, and the ability to influence shoppers at the moment of decision, more advertisers are leaning in.

Demand is surging, repeat bookings continue to grow, and omnichannel briefs are expanding. DOUGLAS Marketing Solutions is tapping into a new level of marketing sophistication inside the store.

Scaling with confidence: A roadmap for the future

DOUGLAS Marketing Solutions’ ambition doesn’t stop at the migration. The team plans to expand their in-store capabilities, strengthen data integrations, and evolve towards even more personalized, real-time relevance at the shelf. With Broadsign as a foundational partner, DOUGLAS Marketing Solutions is on track to set the gold standard for omnichannel retail media in Europe.

Their advice to other retailers

“Be strategic with your tech stack. Avoid the Frankenstack. Choose partners, like Broadsign, who listen, evolve with you, and help build a long-term vision.” – Charina Lumley, Managing Director, DOUGLAS Marketing Solutions GmbH

The takeaway

If you’re looking to build or scale your in-store media network, DOUGLAS Marketing Solutions’ success proves one thing: When you pair a strong retail brand with the right technology partner, in-store can become one of your most powerful revenue and relationship-driving channels.

With Broadsign powering their network, DOUGLAS Marketing Solutions is reimagining their stores, turning them into high-performance media touchpoints that deliver measurable results, from driving shopper clarity and brand confidence to generating commercial impact.

Broadsign’s platform provides the flexibility, reliability, and scalability that the DOUGLAS Marketing Solutions group needs to plan, activate, and optimize campaigns across nine markets – proving that, with the right tools, in-store media can become one of a retailer’s most effective revenue and relationship-driving channels.

Ready to unlock the full value of in-store media? Discover how Broadsign helps retailers automate execution, connect data, and drive measurable performance.

Product News | October 11, 2021

Meet Manuel Ameneiros, Broadsign’s Head of Media Sales and Service, LATAM

Out-of-home advertising across Latin America is gaining strong momentum, driven by expanding digital infrastructure, ongoing innovation, and growing demand from brands seeking high-impact audience reach. As the market evolves, there is a clear opportunity to bring greater efficiency, scale, and flexibility to how OOH is planned and transacted across the region.

To support this next phase of growth, Broadsign has appointed Manuel Ameneiros as Head of Media Sales & Service for LATAM. Based in Mexico City, he will focus on driving sustainable growth across the region while building a strong, scalable commercial foundation. This includes managing strategic relationships with agencies, advertisers, and media owners, and advancing market education as programmatic DOOH adoption continues to evolve.

Manuel brings over a decade of experience across the advertising ecosystem, spanning brand, agency, and adtech roles throughout LATAM. Most recently, he served as Chief Commercial Officer at OLA Media, where he focused on scaling revenue and driving market expansion. Earlier, he held roles across brands, agencies, and adtech companies, including Retargetly and Boletia, building expertise in data-driven marketing, programmatic adoption, and go-to-market strategy.

We caught up with Manuel to learn more about his background, what drew him to Broadsign, and his perspective on the opportunities ahead in LATAM.

Welcome to Broadsign. What drew you to the team, and what excites you most about your new role leading Media Sales & Service for LATAM?

I’ve always been drawn to the intersection of media, technology and data, and that’s exactly what makes this opportunity so compelling for me. Broadsign has built a strong reputation as one of the companies helping modernize OOH by giving media owners and advertisers the tools to plan, transact and scale more intelligently. What excited me most about joining the team is the chance to help accelerate that momentum across Latin America, a region where markets are evolving quickly and where there is real appreciation for innovation.

How would you describe the current state of the OOH market in Latin America, and where do you see the biggest growth opportunities?

The OOH market in Latin America is in a dynamic phase. It continues to benefit from strong reach and visibility, particularly in urban areas, but it’s also evolving quickly as digital infrastructure expands and advertisers demand more accountability and flexibility around their campaigns.

Having worked both in adtech and more recently in the OOH space, I’ve seen firsthand how the conversation is shifting from static inventory and broad reach to more data-driven planning, audience segmentation, and integration with digital channels.

The biggest opportunity lies in accelerating that transition. There is still a gap between DOOH’s potential and how it’s currently bought and sold in many markets. Bridging that gap through better data use, automation, and programmatic transactions is where much of the next wave of growth will come from.

Programmatic DOOH is gaining momentum globally. How is this evolving in Latin America, and what’s needed to accelerate adoption across the region?

Programmatic DOOH in Latin America is moving from early adoption into a growth stage. Buyers are looking for more flexibility, more precise activation, and easier connections between OOH and broader omnichannel campaigns. Media owners, in turn, are recognizing that programmatic can help open inventory to new demand sources, improve fill rate, and make digital assets easier to transact.

To accelerate adoption further, the region needs continued progress in a few areas: more digital inventory, stronger education across buyers and sellers, and better tools for targeting and measurement.

What role do you see Broadsign playing in the future of OOH across LATAM, and what are you most excited to build or accomplish in the region over the next few years?

I see Broadsign as a key enabler of the next phase of growth for OOH in Latin America. The company is uniquely positioned because it operates across the entire ecosystem: a CMS, SSP and DSP, which allows it to support both media owners and buyers in a very holistic way.

For media owners, Broadsign can help modernize operations, increase efficiency, and open up new revenue streams. For advertisers and agencies, it simplifies access to OOH and makes it easier to integrate into omnichannel strategies.

What excites me most is the opportunity to help build a more connected, scalable, and performance-driven OOH ecosystem across LATAM. In practical terms, that means expanding programmatic adoption, strengthening relationships with key agencies and advertisers, and helping media owners unlock more value from their inventory. It’s also about making DOOH a more consistent part of media strategies rather than a complementary channel.

From a market perspective, Brazil and Mexico are critical due to their scale and level of sophistication, but I also see strong potential in Colombia, Chile and Argentina, as well as in emerging segments like mobility and retail media, which I’ve been closely involved with in recent years.