Product News | October 11, 2021

How Starlite Media elevates the shopping centre experience with DOOH

Across America, shopping centres anchored by grocery stores, big box stores, pharmacies, and other businesses draw tens of millions of consumers each day. These consumers are a group prepared to transact on location, but who are likely also growing accustomed to information-rich shopping experiences in the online space.

For brick and mortar stores, one of the keys to maintaining or establishing strong connections with this audience is to meet, in real time, its demand for information on available products and services. With its growing network of intelligent digital out-of-home screens placed at and around shopping centres, Starlite Media believes it has found a solution that will do just that.

Toward a digital future

Since starting out in the out-of-home space in 2003, Starlite has built up a strong stable of static inventory and locations at outdoor shopping centres. Around 2014, however, the company began to focus on the future of digital and the opportunities that could come from replacing static inventory with dynamic, intelligent tools for communicating with audiences. Beginning in 2019, Starlite began replacing signs in its most prominent locations with digital screens.

A test conducted with the help of Nielsen has shown this migration to digital to be an excellent choice. In mid-2019, Starlite placed digital and static advertising for a national cereal brand in Starlite’s locations, comparing resulting sales lift between the formats. Where static achieved a solid 8% lift, digital’s lift reached even higher, to 14.5%. According to Nielsen, both outperformed in-store, TV, radio, and online advertising.

With an expected count of 500 screens deployed in New York and other critical markets within the next 12 months, and several thousand more on the way within the next couple of years, the company is eager to build on its early success in digital and deliver new opportunities to retailers at its locations.

There where people transact

Every one of Starlite’s screens is at a shopping centre that includes a grocery store, as well as pharmacies, restaurants, and other sorts of retail establishments. With Starlite’s screens given prominent placement at these shopping centres, it offers media buyers an enhanced ability to connect with shoppers right before they go to make a purchase. The screens are a great way to deliver valuable information about products and services through a compelling medium, making it easier to raise awareness and even fuel impulse purchases.

Better still, with the vast majority of shoppers heading directly home after going to the grocery store, memorable advertising on Starlite’s displays can lead to a quick turnaround for at-home searches, or even online transactions. Brands around the world are seeking out multichannel marketing opportunities that incorporate both DOOH and mobile or online advertising, and Starlite’s unique market means it is in a good position to benefit.

The sights and sounds of DOOH success

With its move into digital, Starlite is hard at work ensuring its network delivers on all the features advertisers want. The company’s screens all offer full-motion video, some up to 4k, and audio playback capability. It’s a feature set that holds a great deal of appeal for advertisers of all kinds, but the company also foresees the entertainment industry, and particularly companies in the film space, being particularly drawn to the multimedia potential of these screens for trailers and other ads that incorporate sound.

For all the benefits of that sort of flashiness, it’s the potential beyond the display that Starlite finds the most exciting about the DOOH space. Audience analytics features and detailed campaign reporting are must-haves for the national and global brands that typically advertise on the company’s displays. By ensuring its data are accurate and third-party verified, the company is seizing its opportunity to provide the data-driven insights that advertisers crave, and to build a sterling reputation within the industry.

Given time, they believe that this approach will help win them and other forward-thinking DOOH networks a large slice of the ad budgets commonly devoted to online advertising today.

Starlite and Broadsign

Wanting to ensure its entry to the DOOH space was done correctly, the company spent years evaluating software options before settling on adopting the complete Broadsign platform. This includes Broadsign Control for content management, Broadsign Direct to manage sales and inventory, Broadsign Reach to enable programmatic transactions, Broadsign Publish to enable local content management and Broadsign Control Live for instant control over network health and playback.

By adopting this suite, Starlite is enabling putting in place all the pieces it needs for a successful, aggressive DOOH expansion. Critically, intelligent playback will help ensure the right content is played on the right screens at the right times, while integrated sales and inventory through Broadsign Direct drastically reduce time spent on RFPs and inventory management. The company will also be able to attract new buyers and different kinds of campaigns by enabling data-driven, programmatic transactions through Broadsign Reach.

Finally, Broadsign’s compatibility with a wide array of services, like the Quividi audience analytics platform, ensures Starlite can bake all the intelligence and features they want into their network. As the company’s network grows, it will be empowered to maintain the high levels of efficiency and quality that will set it apart.

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.

Product News | October 11, 2021

A conversation with JB Hi-Fi: Why the future of in-store retail media is hyperphysical

Panel discussion at Mumbrella REmade 2026, with five speakers seated on stage in front of a blue REmade backdrop.

In-store retail media is moving beyond screens.

At Mumbrella’s REmade event in Australia this month, Broadsign joined JB Hi-Fi, a leading Australian consumer electronics retailer, Retail Media Works, a retail media consultancy, and Criteo, a global commerce media company, on stage to unpack what it takes to build a retail media network that connects the physical store with the wider shopper journey.

With more than 200 stores forming its retail media network, JB Hi-Fi is taking a distinctly “hyperphysical” approach, exploring how its stores can create value for shoppers, suppliers and advertisers while staying true to the experience that makes the retailer unique.

The conversation offered a look at where in-store retail media is heading, and more importantly, what retailers need to consider as they build and grow their networks.

Start with the shopper

For JB Hi-Fi, retail media starts with the store itself. Scott Browning, General Manager, Strategy & Insights at JB Hi-Fi, spoke about the role the physical store has always played in the brand and the importance of keeping the customer experience at the centre of its retail media strategy.

“The store has always been the face of the brand. The website is actually the hidden face of the brand because you actually don’t see it in the real world until you arrive.”

That perspective is central to how JB Hi-Fi approaches retail media. The opportunity isn’t simply to add advertising to an existing retail environment. It is to understand how media can work within that environment in a way that feels natural to the shopper and stays true to the brand.

As Scott put it: “The way in which we position our brand, the way in which JB Hi-Fi is famous for what it does, we have to make sure that authenticity still comes through.”

That means thinking about the store as more than a collection of screens. It is a physical environment with its own customer journey, context and moments where media can add value. For JB Hi-Fi, retail media needs to build on that experience, not compete with it.

The screen is only the starting point

One of the key themes from the discussion was that creating an in-store media network requires more than installing digital screens. As Ben Allman, VP Platform Sales at Broadsign, explained, the physical screen itself doesn’t necessarily need to change. What changes is what happens behind it.

For a retailer operating hundreds of stores, that means having the infrastructure to manage inventory, campaigns, priorities and reporting across the network, while also being able to tailor content and campaigns to different locations and audiences. All while supporting the day-to-day needs of the retail business.

For JB Hi-Fi, the Broadsign Platform provides the technology to manage its in-store media environment across more than 200 stores. This allows the retailer to build on its existing digital footprint and bring those screens into a broader retail media network, rather than treating retail media as a completely separate business.

Measurement is key to making in-store a media channel

Another major theme of the conversation was measurement. As in-store media continues to grow, retailers need to give advertisers greater visibility into what they’re buying and how their campaigns deliver. That means bringing more accountability and measurability that advertisers expect from other media channels into the physical store.

The panel discussed the opportunity to make the store increasingly behave like a digital environment from a measurement perspective, while recognizing that measuring physical environments comes with its own considerations.

For JB Hi-Fi, this is part of building a network that can offer meaningful value to suppliers and advertisers while creating a better understanding of how media performs within the shopping environment.

Retail media goes beyond digital screens

The conversation also expanded beyond digital signage. Static placements, physical store assets, sponsored search, online channels and off-site media can all play a role in the broader retail media ecosystem.

That creates an important opportunity for retailers: rather than defining their media network around a particular format, they can think about how different touchpoints work together across the shopper journey.

For JB Hi-Fi, its physical footprint is a significant part of that opportunity. The store can work alongside digital channels to create a more connected experience for shoppers and more opportunities for brands to engage them.

Build, test and learn

Perhaps one of the most practical takeaways from the discussion was that retail media networks don’t need to be built perfectly from day one.

The panel spoke about the importance of testing, learning what works in the physical environment and evolving the offering based on shopper and advertiser needs. That mindset is particularly important as retailers continue to establish what in-store retail media looks like within their own businesses. Every store environment is different, and the most effective approach needs to reflect the retailer, its shoppers and its commercial model.

JB Hi-Fi’s approach is a strong example of this in action: taking an established physical network and building the media capabilities around it, while continuing to learn and evolve.

Looking ahead to the next phase of in-store retail media

The conversation at REmade made one thing clear: the future of retail media isn’t about choosing between physical and digital. It’s about connecting the two.

JB Hi-Fi is showing what that can look like in practice by bringing its physical stores into a broader retail media strategy, while keeping the shopper experience at the centre.

For Broadsign, we’re proud to support that journey by providing the technology infrastructure behind JB Hi-Fi’s in-store network and helping bring its vision for retail media to life across its stores.

Interested in turning your in-store environment into a measurable media channel? Connect with our team to see how Broadsign helps retailers grow their in-store media networks while keeping the shopper experience front and centre.