Product News | October 11, 2021

4 post-COVID-19 retail DOOH trends to watch

Illustrating a curbside pickup offering at a retail location

The world is opening back up, but it is not going back to the way things were. Changes made over the course of the COVID-19 pandemic are expected to stick around, including in the world of retail. New conveniences and preferences may be too appealing or important to let slip away.

This new dynamic in retail will carry a number of important implications for DOOH operators and their retail partners. To maximize success in the years ahead, a few changes may need to be made.

Curbside pickup is here to stay, and DOOH should be there too

Curbside pickup has been around for years. Originally, it was deployed as part of a push towards “buy-online, pickup in-store” (BOPIS) services by retailers looking to compete with the convenience of online-only shopping.

But it’s during the pandemic that curbside really took off. A McKinsey survey of Canadian consumer sentiment showed that 18% of respondents had tried curbside pickup for the first time during the pandemic, with a further 11% continuing prior use throughout.

It’s likely to continue. For one thing, it’s likely to take some time before we fully recover from life under COVID-19. For another, there are indications that consumers will continue to prioritize hygiene and cleanliness even after the pandemic’s end. Both suggest that options to shop hands-off will remain in demand for some time.

This will require some strategic rethinking of how to communicate with customers. Indoor point-of-purchase displays, after all, will not be suitable for providing messaging for an increasing cohort of customers who choose to remain in their cars. Depending on the manner in which curbside pickup is managed at a store, even the common approach of placing digital displays near the entrance to a retailer may not suffice.

Addressing this new reality could be a great opportunity. Curbside pickup, like other BOPIS offerings, is not faster than regular in-store shopping. Buyers who go this route, whatever their reasons for doing so, will be sitting in their vehicles, waiting. Deploying larger displays that are visible from a larger portion of the parking lot, or several smaller DOOH displays distributed throughout a parking lot, could be valuable for reaching this audience while they have nothing else to do.

Screens like this one employed by MMD Media’s gas stations could help reach customers in parking lots

And for better odds of capturing these people’s attention, media owners should ensure that their selected DOOH platform offers the ability to display dynamically changing content and messaging. This can allow advertisers to deliver different creative based on external triggers, like weather. It can also allow for advertising to display up-to-the-minute information of interest – traffic, weather, news, etc – alongside advertising.

Having these kinds of dynamic content playing around the pickup area will help the screens deliver messaging that better meet the needs and interests of consumers. This will maximize the value for the retailer, the consumer, and the advertiser all at once.

Shift to value-for-money bodes well for relevant DOOH messaging

As you might expect of the economic downturn caused by the pandemic, consumers are demonstrating increased value consciousness in their buying decisions.This will demand that brands change tactics in order to appeal to a different buying mindset, but it also presents an interesting opportunity for media owners with DOOH assets in and around retail environments.

Network owners can use DOOH installations positioned in and around shopping centres, malls, and other retail environments to promote sale items, special promotions, and other kinds of value-focused offerings related to nearby businesses. It’s an easy way to connect buyers with products they want at prices they like, and a good opportunity to leverage the contextual power of location-based DOOH.

Example: See how Starlite Media connects brands with buyers on location via shopping centre DOOH

Even better, the power of the sale-assisted impulse buy extends beyond just people walking into stores to start their shopping. A survey by Doddle (via Retail Dive) found that 85% of people who go to a store to pick up an online order will make additional purchases while there.

This means that displaying compelling sales content on displays positioned near the entrance to a location, just inside the entrance, or even in parking lots (to appeal to the aforementioned curbside crowd) could go a long way towards generating additional revenue from all kinds of shoppers. There’s stronger immediate appeal in seeing an ad for products purchasable on location, after all, than in seeing an ad for something you would need to purchase later on.

Touchscreens won’t go away, but the way they’re used needs to evolve

We’re big fans of interactive digital signage as a method of delivering ad-supported content and tools to audiences. Interactivity just drives more eye-catching experiences, which is exactly what media buyers and network owners alike want to achieve.

Touch, of course, is the primary type of interactivity deployed across many digital signage installations, and it had its share of detraction even before COVID. Cleanliness has long been a concern, especially after notable stories of harmful bacteria found to be prevalent on touchscreen kiosks. Thanks to COVID, there’s more attention than ever being paid to what we all touch, how clean those things are, and how we can improve hygiene in a bid to stop the spread of harmful bugs.

Because of COVID-19, touchscreen kiosks are under increased scrutiny

With all of this said, there’s nothing to suggest that touchscreen interactivity will disappear anytime soon. Now that virtually everyone on the planet has a touchscreen in their pockets at all times, touch has become our default method of interaction, and it’s something more people expect to be able to do with public displays. What’s more, the fact that viruses like COVID-19 tend to spread during interaction with others means that interacting with touchscreens can actually be preferable to many people who would rather avoid speaking to a stranger.

Early data from Perch Interactive seem to back this up, suggesting that engagement with public-facing touchscreens had already rebounded to better-than-pre-COVID levels by late June.

Perch Interactive

Since touch is unlikely to disappear, the priority becomes finding ways to make the touch experience safer or more palatable to the audience. Simple measures, like offering touchless access to hand sanitizer next to screens, or wipes to clean the display before use, can go a long way to increasing user confidence.

It’s also worth considering changing the manner in which users are expected to interact with a touchscreen. Providing a QR code to send on-screen information to a user’s mobile browser can help limit the amount of time users are expected to interact with a screen to get the info they need. This might draw more users to engage with the screen in the first place, and make a habit of turning to interactive displays for timely and relevant information they can take on the go.

There are many ways to improve on the touch experience, and media owners would do well to explore the various options and see which ones can be incorporated across their networks. It will likely prove a worthwhile use of time.

It will pay off to reconsider the ways people should engage with touchscreens

Additional forms of interactivity are maturing and can help reach more customers

Alternatives to touch interactivity have emerged as increasingly viable options in the past few years. While they may not serve as total replacements for touchscreens, they may be beneficial as options for retail establishments wanting to err on the side of caution, or as a tool for engaging with a cohort of customers who are now reluctant to engage with public touchscreens.

Hand tracking and mid-air haptics technology from companies like Ultraleap, or voice-controlled interaction (another technology seeing huge increases in popularity thanks to mobile) seem to be strong early contenders for touch alternatives in retail DOOH.

It’s important to note, of course, that these options are not perfect replacements. Mid-air gesture control just isn’t quite as mainstream as tapping on a screen. Voice control is notoriously imprecise in noisy environments, and can struggle particularly in correctly registering the words spoken by women, racial minorities, and people speaking with different accents or in different dialects. In other words, it’s a difficult thing to get right in a retail environment with diverse consumers.

Voice activation isn’t perfect in controlled environments, and will likely struggle in busy retail locations

Still, incremental improvements are to be expected with these technologies, and deploying one, two, or several different types of interactivity will likely help appeal to a wider range of customers and provide redundancies in instances where a given option is either unpalatable or non-viable.

For media owners with the means, offering multiple options for interaction may prove best in coming out a winner on the other side of the pandemic. In order to successfully take this approach, however, it will be necessary to carefully consider the digital signage platform underpinning the supported functionality. The right choice should help streamline content delivery, integrate easily with all the technologies you want to use, and allow you to leverage your solutions at whatever scale you need, now and in the future.

Want to put your retail DOOH network ahead of the pack?

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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.