Introducing our intelligent cloud-based ad server: Broadsign Air
When we envision the future of out-of-home, we envision an industry free to deliver amazing content in all sorts of contexts. We envision a space that allows for boundless creativity, and the ability for just about any OOH business to access powerful tools that save them time and maximize the value of their inventory.
To get to that place a little sooner, we created Broadsign Air, an intelligent cloud-based ad server that brings all the power of the Broadsign Control CMS to non-Broadsign players. With Broadsign Air, players running Android, or other architectures previously unsupported by our platform, can be added to networks alongside Broadsign Players.
If you want to build a network with a great deal of hardware flexibility but don’t want to sacrifice on software features, now’s your chance. Broadsign Air can help you make it happen.
How Broadsign Air Works
Broadsign Air is basically the ad-serving capabilities of Broadsign Control, just uncoupled from the Broadsign player software used by PC players to handle incoming media.
With Air, when content is uploaded to the Control CMS, the content also gets uploaded into an Amazon Web Services S3 repository. The URL indicating the location of the piece of content within the repo is then sent by Broadsign Air to your third-party player of choice.
Upon receipt of the URL, your Air-connected player will need to download the associated media file and then render the content for the display.
Note: Broadsign Air alone will not be capable of playing media on your network. You must connect Broadsign Air to separate software that can play the content it serves.
What does all of this mean?
For day-to-day use, using Broadsign Air will be basically the same as using Broadsign Control normally. Users will log in to the Broadsign Control administrator tool and be able to enjoy all the great features it has to offer. That means automated scheduling and delivery, industry-leading security, and a virtually unlimited ability to scale your business while maintaining a streamlined workflow.
You will be able to use players connected through Broadsign Air both on their own or as part of a larger network that includes full Broadsign Players, giving you increased flexibility and choice when building out your network.
And, finally, you can also make full use of the Broadsign Direct sales solution, and will be able to connect any players running on Broadsign Air to the Broadsign Reach supply-side programmatic platform.
The main complication is just that it takes some time and development resources to establish the connection between Broadsign Air and your player of choice.
What do I need to use Broadsign Air?
Because Broadsign Air does not make use of the native connection between the Control Administrator tool and the Control Player, you will need to do some development work to establish the connection between the Broadsign Air ad server and your players of choice.
We will provide REST API endpoints for your team to connect your client application. This will allow your client to send POST requests. Your developer or team of developers therefore will need to know how to work with Postman, CURL, or some other development environment suitable for working with a REST API to make the connection.
Note that this project can be complex, and so it is not the kind of thing that can be handed off to the average intern. A dedicated, experienced developer, either in-house or outsourced, can likely achieve the required connection with a couple of months of work (assuming you already have a player ready/selected).
Limitations of Broadsign Air
Broadsign Air was built to deliver everything you know and love about Broadsign’s intelligent scheduling and ad serving capabilities to a wider array of players. There are, however, a few important details to keep in mind when selecting this software to power your content scheduling.
Broadsign Air does not handle playback
We’ve mentioned this above, but it’s a point worth repeating: Broadsign Air allows you to connect the Broadsign Control scheduling and ad-serving capabilities to a non-Broadsign player. It will not provide content playback, incident reports, or network monitoring for your network. It will only generate content playlists based on campaign conditions and creatives, and then make media available for download by your third-party player accordingly.
Note: Proof-of-play functionality powered by Broadsign Air is supported. It is up to your third-party player to report successful playback back to Broadsign Air so that it can be included in proof-of-play reports.
Broadsign Air must be used with Control as the CMS
Broadsign Air is not a totally standalone product. Rather, it requires that you adopt Broadsign Control as your CMS and use it to schedule content to Air-connected displays. Without the use of Broadsign Control as the CMS, Broadsign Air will not function.
Currently incompatible with Broadsign Publish
At launch, Broadsign Air will not support custom HTML5 content managed through our local messaging service, Broadsign Publish.
Got questions? We’ve got answers
If you want to learn more about what Broadsign Air can do for you, please reach out to your Broadsign rep or request a free demo to see what it’s all about!
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.
Product News | October 11, 2021
Retail Media In-Store Report: 4 key insights shaping RMN strategies in 2025
For retailers seeking fresh revenue streams, the next big play isn’t online: it’s in-store. As digital inventory becomes saturated and competition intensifies, forward-thinking players are expanding their retail media networks (RMNs) into the physical environment — where most purchases still happen — connecting digital and in-store touchpoints to influence shoppers at the exact moment of decision.
To better understand this shift, the Retail Media: In-Store Report 2025, authored by leading retail media expert Colin Lewis and produced in collaboration with Broadsign, examines how in-store channels are evolving, the commercial models shaping their growth, and the measurement advances helping to prove ROI.
The four takeaways below highlight some of the biggest insights from the report — from market momentum and technology adoption to omnichannel integration and the maturation of measurement. Together, they illustrate why in-store is poised to become the next frontier of retail media.
Grocery chains may have pioneered the space, but they’re no longer alone. Today, other industries are developing their own retail media networks and using their physical presence to capitalize on this shift. With the right media capabilities and commercial strategy, the in-store opportunity stretches far beyond grocery to include sectors like petrol and convenience, shopping centres, hotels, and hospitality.
The appeal is clear: in-store combines mass reach in a high-attention environment with the ability to influence purchase decisions and drive real-time conversions at the shelf.
“In-store will begin to emerge as the new TV — a mass-reach advertising vehicle ideal for brands. Digital surfaces deliver what brands want and what linear TV has lost: fast reach, high attentiveness, younger audiences, and cultural relevance.” — Andrew Lipsman, Media Ads and Commerce, Retail Media: In-Store Report 2025
For retailers, that makes in-store an invaluable extension of their RMN. By monetizing previously untapped foot traffic, they can unlock new revenue streams while strengthening omnichannel shopper engagement.
But screens are just the start. Retailers are experimenting with other technologies that add depth and interactivity to the shopper journey, including:
Smart carts equipped with built-in displays
QR codes that connect signage, demos, or packaging to digital content, loyalty apps, or online campaigns
Interactive kiosks for product lookups, recipe ideas, or coupon printing
AI-powered shelves that trigger promotions when stock runs low
AR-enabled mirrors for virtual try-ons
Bluetooth beacons that send personalized offers to shoppers’ phones
Traditional formats will also continue to play a role. Print signage, product sampling, and in-store audio remain effective ways to reach shoppers, but they’re being reimagined with digital elements layered in. For example, dynamic QR codes on posters, demo carts, or packaging can link to apps, loyalty perks, or campaign landing pages — turning otherwise static interactions into measurable, omnichannel experiences.
Leading retailers are already proving what’s possible. Tesco’s “Scan as You Shop” handheld devices double as ad platforms powered by loyalty data. Meanwhile, Walmart is ramping up in-store advertising through its 170,000 digital screens, store-wide radio network, and new weekend sampling stations. Advertisers can pair demo tables with QR codes that drive shoppers to online options, recipes, or seasonal content, while bundling campaigns across screens, audio, and physical activations to maximize the impact at the point of sale.
Walmart is expanding digital in-store advertising, offering brands placements on self-checkout screens to reach shoppers at the point of purchase. Photo: Walmart/CNBC
Together, these innovations are transforming physical stores into full-fledged digital media environments — and giving retailers a scalable foundation to grow their retail media networks beyond the confines of ecommerce.
In-store media doesn’t exist in a vacuum — its real power comes when it’s connected with onsite and offsite channels as part of a seamlessly integrated RMN. When campaigns carry through from a retailer’s website or app into the physical store, brands can maintain consistent messaging and attribution across the full shopper journey, from brand awareness to purchase conversion.
In-store plays a role at every stage of the funnel:
Awareness: Strategically placed signage, displays, and demos act as discovery tools, especially for impulse or unplanned purchases.
Consideration: Interactive kiosks and QR codes surface reviews, ratings, and tutorials to help customers evaluate products.
Conversion: Digital displays, shelf talkers, and personalized mobile app push notifications can close the deal by offering time-sensitive promotions, bundling offers, or reminders of loyalty benefits.
Strategic integration makes these moments even more powerful. As consumers move fluidly between online browsing, mobile researching, and physical shopping, in-store media becomes a central node for narrative and experiential cohesion:
On-site integration: Link in-store media to shopper data from ecommerce sites, apps, and loyalty programs to bridge physical and digital experiences. Integration can also flow the other way, extending in-store inventory visibility into online ads — surfacing an “Available now in your local store!” message when browsing online — or using digital receipts to deliver post-purchase content, cross-sells, and offers.
Offsite integration: Connect in-store campaigns with offsite media like social, search, and CTV to drive store visits and purchases. Geotargeted programmatic ads can be timed with in-store launches, while influencer content and localized social ads guide shoppers into physical stores.
Sephora’s in-store kiosks extend its “Virtual Artist” app, letting shoppers try on products digitally for a personalized, interactive experience. Photo: Karsten Moran/The New York Times
Takeaway #4: Campaign measurement and commercial models are maturing
As retail media matures, advertisers expect the same accountability they’re used to from digital channels. It’s no longer enough to simply sell screen space — brands want evidence that in-store activations drive measurable results. For retailers, delivering credible, transparent measurement is essential to building trust and attracting repeat ad spend.
Industry-wide standards are starting to take shape. To bring more consistency and instill brands with greater confidence in directing marketing spend toward in-store campaigns, the Interactive Advertising Bureau (IAB) has introduced a set of standards that aim to provide unified definitions, measurement guidelines, and best practices for in-store retail media. While full standardization is still a work in progress, retailers don’t have to wait to start building credibility with advertisers.
While in-store retail media measurement is still developing, many best practices build on established digital out-of-home (DOOH) approaches. For a deeper dive into methodologies, see our guides on DOOH metrics, ROI measurement, and attribution.
At the same time, commercial models are evolving to meet different advertiser and campaign needs. In-store retail media is borrowing from digital and out-of-home playbooks but adapting them for the physical retail environment, where placements span digital screens, audio systems, shelf displays, and experiential zones.
The choice of model shapes not only ROI for brands but also how retailers monetize their networks and structure long-term growth, with several common approaches taking shape:
CPM (cost per thousand impressions): Mirrors digital buying habits and works well for digital screens and audio, but relies on accurate impression tracking.
Tenancy or fixed placement: Predictable pricing for high-traffic placements or seasonal pushes, though less performance-driven.
Hybrid approaches: Blend fixed fees with added value like co-marketing, shopper insights, or data access.
Performance-based models: Tie costs directly to outcomes such as sales lift, with risk and reward shared between retailer and brand.
Sponsorships and experiential packages: High-impact brand-building plays, often tied to events or seasonal themes.
Each model suits different situations: new entrants may lean on performance-based or fixed-fee options to minimize risk, established CPGs often prefer tenancy or CPM for reliable visibility at scale, and premium or lifestyle brands may invest in sponsorships to build emotional resonance. However, the broader trend across the industry is toward hybrid models that pair fixed costs with measurable outcomes, supported by richer data and more sophisticated retail media networks.
Start building your in-store retail media strategy
In-store retail media may have trailed online in the past, but it’s catching up fast. With shoppers’ attention at its peak inside stores and new technologies making campaigns more measurable and scalable, the channel has quickly shifted from underutilized to essential. Put simply, if you haven’t invested in in-store solutions yet, you’re already falling behind.
For retailers, it’s a chance to unlock stronger RMN revenue growth while deepening omnichannel engagement. For brands, it’s an opportunity to reach consumers at the exact moment of purchase. And for the industry at large, it’s a sign that the future of retail media won’t just be online — it will be in-store.
