Product News | October 11, 2021

Interactive digital signage: The future of DOOH advertising

Shows an example of a touch-enabled interactive signage display

There has never been a more exciting time for the digital out-of-home industry. From new emerging formats to the accelerated adoption of dynamic DOOH, the innovation taking place in digital out-of-home advertising isn’t slowing down. As digital signage makes its way into new places and spaces, advertisers need to find new ways of catching the attention of their target audience.

That’s where interactivity can make a real difference. For marketing teams, interactivity presents an opportunity to differentiate their brand with effective and engaging stories. For media owners, supporting interactive content can mean more exciting and engaging content across their network, higher premiums associated with booking this sort of complex campaign, and the opportunity to make a splash with delighted social media posts showing off the campaign in action.

What is interactive digital signage?

While personalization has been a hot topic in digital marketing the past few years, the interactive element is what’s really rising to the forefront. These days, you can find interactive ads on desktop, tablet, and—perhaps most frequently—mobile devices. But online isn’t the only place that you can go wild with the level of interactivity; features like advanced audience targeting and anonymized real-time sensors make DOOH uniquely well-suited to creating powerful interactive experiences.

Put simply, interactive digital signage turns traditional advertising into a participatory activity: it invites consumers to physically engage with the display content and find information that’s relevant to them. Whereas traditional digital signage broadcasts information in a single direction, displaying content regardless of whether or not viewers are paying attention, interactive digital signage turns viewers into users.’

Example: This campaign for Dancing with the Stars Australia invited passers-by to push a button on the digital billboard and follow the interactive video tutorial that appeared on the screen. It’s a fun and engaging campaign, and a great example of the potential offered by interactivity.

A brief history of interactive digital signage

The origin of today’s interactive displays can be traced back to the first commercial appearance of touchscreen technology in the early 1980s. Interactive kiosks in the form of the automated teller machine (ATM) were also coming into widespread use at that time, and the ability for customers to interact in that way laid the foundations for the interactive digital signage technologies still emerging today.

While early advancements in digital signage were focused on improving the hardware—with big leaps in the industry being driven by the advent of thinner, brighter displays, improved graphics, and better overall reliability—the significance of those developments in display technology eventually impacted the content and software side. As responsive and dynamic display technology became more affordable and easily available, the market was flooded with digital signage solutions all competing for consumers’ attention. In response, marketers and network owners have started turning to contextualized, dynamic, and perhaps most importantly, interactive content in order to cut through all the noise and preserve the effectiveness of commercial messaging in the DOOH space.

Watch: An interactive DOOH campaign pulling content from social media

Why make digital signage interactive?

The average city-dweller today probably passes by a good number of digital displays on any given day, and most aren’t interactive. With interactive capability generally requiring additional technology and setup, it tends to come at an additional cost. This is both for the media owners who need to outfit the signage and the buyers looking to purchase more intricate campaigns. Is the added expense of investing in interactive signage justified?

The answer largely comes down to memorability in a crowded advertising landscape. According to a report from MAGNA, interactive video ads get 47% more viewing time than non-interactive ones and are more memorable to consumers, regardless of whether or not they choose to interact. People are also more willing to share personal information in exchange for personalization and value; by displaying content that’s relevant and engaging, your audience is more likely to feel comfortable with sharing their data and your buyers can gain insight into customer behaviors which can help inform their future strategies.

Perhaps most crucially for network owners is the fact that potential ad buyers are convinced of interactivity’s effectiveness: 81% of marketers agree that interactive content grabs attention more effectively than static content and 79% believe that it enhances retention of brand messaging when combined with traditional marketing tactics. With high-end buyers seeking ways to make their campaigns stand out, only those DOOH networks that are capable of the interactivity they desire will be in contention to run their campaigns.

Watch: An interactive AR campaign from JCDecaux and BBC Earth

What you need for interactive digital signage

Good interactive content takes a bit of work to bring to life. Network owners will need to secure hardware capable of powering the interactive content, and also drive that hardware with software that can connect all the right pieces together for the content to run flawlessly.

Extensible software offering an open API will generally be the best choice for interactive signage projects, though it is important too to ensure the solution is secure and reliable. Interactive displays within arm’s reach could become targets for tampering by troublemakers, so it’s particularly important that they are secured.

Finally, the signage needs content to be interacted with. This content takes various forms, dependent on the nature of the display. Interactive billboards, for instance, are likely going to display interactive content provided by a media buyer looking to place a particular promotional campaign. For an indoor display, such as a wayfinding terminal in a mall, the interactive content is likely a concern to be handled by the network owners themselves. This isn’t to say that the content must be created in-house. A number of digital signage content providers specialize in providing interactive content that can be tailored to the specific needs of a given network.

Interactive activation for digital signage

“Interactive digital signage” is a broad category, uniting many very different kinds of projects. Here is an overview of some of the most common types of interactivity that are used.

Touch

One of the most common ways digital signage is made interactive is by deploying a touchscreen. The ubiquity of touchscreens today makes this a safe bet for interaction, as there are unlikely to be many barriers to most individuals simply walking up and engaging with the installation. Touch is commonly employed to let audiences browse information on a screen or manipulate on-screen elements.

Common uses: Wayfinding, self-serve kiosks, special ad campaigns

Example: The LinkNYC network of touch-enabled kiosks gives people in New York City access to phone calls, WiFi, directions, and more, all paid for by advertising on the kiosk.

Check out how Intersection bettered the lives of New Yorkers using dynamic DOOH.

Gesture/motion tracking

Gesture control is a lot like touch with a lot more style and a bit less precision. People can walk up and move their hands in the air in front of the sign, with cameras connected to the installation registering the types and speed of the movements being made and triggering corresponding reactions on-screen. This isn’t a particularly common form of interactivity in the digital signage space, though advances in gesture control and greater awareness of hygiene concerns post-pandemic are seeing it become more common.

Common uses: In-store virtual browsing or shopping, interactive advertising

Example: This campaign by Swarovski uses motion and gesture tracking to turn onlookers into participants in an interactive game.

Social media

Social media has been a mainstay of interactive digital signage campaigns for years now, thanks largely to social being such a great tool both for driving engagement and generating onscreen content. The specific implementation of social interactivity varies depending on the campaign. A typical example involves users posting to their own social accounts using a specific hashtag and having their post appear onscreen, sometimes after a moderation process is completed.

Common uses: Advertising

Example: The #SendingLove campaign, facilitated by the World Out of Home Organization, promoted user-submitted messages of love in cities around the world during the fight against the COVID-19.

Mobile

Increasingly, campaigns are making use of the capabilities of mobile phones to deliver some really interesting interactive content. Special applications or mobile websites are created to grant audiences the ability to manipulate onscreen elements or objects, with audiences prompted to visit or download by visiting a site displayed on the billboard. This can be a fun way to put games up on the screen and encourage mass participation in a campaign delivered to a nearby digital billboard.

Common uses: Ad-supported games, interactive advertising, augmented reality

RFID/NFC

RFID (radio frequency identification) and NFC (near field communication) are often spoken about interchangeably, as they achieve similar things with only minor differences. They involve the use of passive chips that interact with a frequency emitted by a powered device, like a smartphone, to deliver information or trigger a reaction. The technology is becoming more common thanks to contactless payment apps promoted by major cellphone companies but might be a bit of a risky choice for an interactive advertising campaign. Many phones today still do not support these technologies.

Augmented reality & visual recognition

Some of the best interactive DOOH campaigns are also some of the simplest. Installing cameras near a digital display and hooking them up to a suitable PC can allow for some really neat augmented reality campaigns. This can be a fun way to bring onlookers and the world around them right into a fun new experience. Other uses include using cameras to do basic visual identification and have campaigns deliver messaging tailored to whoever they see standing by. Different content, for instance, could be delivered depending on whether the onlooker is an adult or a child.

Common uses: AR, dynamic campaigns

Example: JCDecaux and Telia Estonia promoted the launch of a new TV channel, called ‘Inspira’, with Estonia’s first outdoor AR campaign. With 10% of the Estonian population tuning in to the new channel during the first month, we think it’s safe to say this campaign had a positive impact.

QR Codes

QR codes are a fairly passive form of interactivity, offering passers-by the ability to use their phone to receive information or navigate to a website by scanning a code with a capable app. It is generally used to accomplish similar things to NFC campaigns, but is more accessible. Where phones need to include specific hardware to access NFC content, they just need a QR reader application on their smartphone to access codes.

Common uses: Directions, information and website sharing

Example: This campaign by Google Play and oOh! Media offered users the choice of both NFC and QR codes to access media promoted by the campaign.

Key software capabilities for interactive digital signage

Good interactive content takes a bit of work to bring to life. In addition to securing hardware capable of powering the interactive content, network owners will need to select the best digital signage software to connect all the right pieces together and ensure the content runs flawlessly.

Here’s a look at some of the specific features we think you should keep in mind when shopping for digital signage software.

Extensibility

Many interactive DOOH campaigns require real-time integration with external data feeds, audience analytics tools, and other capabilities that generally aren’t included in digital signage software by default.

Extensible software offering an open API will generally be the best choice for interactive signage projects, though it is important too to ensure the solution is secure and reliable. You don’t want to go to the trouble of integrating a service into your network only to have your players fail to play your interactive content.

Dynamic content playback

Since interactive digital signage is a subset of dynamic DOOH, your digital signage software needs to have the ability to change on-screen content in response to external data or triggers. But even though the number of brands demanding dynamic ad capabilities is growing, not all software is capable of displaying this type of content.

To make sure your network doesn’t miss out on great opportunities, check that your digital signage software supports dynamic playback more generally, and is capable of supporting the specific aspects (touchscreen, gesture control, etc.) of your interactive campaigns.

Mobile device integration or coordination

Thanks to advancements in mobile and DOOH advertising technology, it’s easier than ever for brands to create seamless omnichannel campaigns across platforms. Geofencing and scannable QR codes let users engage with digital kiosks and other touchscreen displays without making physical contact, and can help bring interactivity to projected content, displays behind windows, and large video wall displays.

Less direct methods of interactivity have been gaining traction in the wake of COVID-19, so we recommend choosing a digital signage software that supports this type of approach via mobile device integrations.

As interactive technology gets cheaper and more widespread, it’s likely that interactivity will increasingly be seen as a must-have for many networks operating in the digital space. Investing in the right tech today will put network owners and their businesses on the most productive path in the years to come.

Do you want to build an interactive digital signage network?
Request your demo of Broadsign to see how our software can help!

Product News | October 11, 2021

Best practices for high-impact out-of-home creative

The out-of-home (OOH) ads that stop people in their tracks, spark awareness, and drive action all share a common thread: they’re built on proven creative principles shaped by real-world testing and what works in today’s evolving OOH landscape.

Effective OOH creative relies on bold design, minimal text, and clear branding. But what works on a static highway billboard may not have the same impact on a digital out-of-home (DOOH) screen or a crowded subway platform at rush hour.

That’s what makes OOH unique. It reaches audiences as they move through real-world environments like airports, malls, roadways, and city centres across both static formats and dynamic, data-driven digital displays, offering far more creative flexibility than the medium often gets credit for.

This guide explores the OOH and DOOH creative strategies that consistently deliver results before you plan your next campaign.

OOH creative fundamentals

When developing the creative for an OOH ad, there are core principles to keep in mind.

Define your goals: What does the ad wish to accomplish? Is the aim to drive in-store traffic? Stand out from competitors? Remind existing customers of an ongoing promotion? A firm strategy narrows the focus and clarifies the message.
Be bold: Most out-of-home ads have only seconds to reach audiences. When producing OOH or DOOH creative, employ boldness to stand out.
Keep it simple: A less-is-more approach is typically most effective. Messaging should be clear, direct, and to the point.
Let brand personality shine: Use humour, surprise, intrigue, even edginess to amplify your message.
Context is key: think about how your creative fits into its surroundings. Incorporating messaging that speaks to current events or relates to live data can boost performance and turn your ad from informative to innovative.

Think Design

Great OOH design is built for how people experience it. In fast-moving environments, you have seconds to make an impression, so clarity and visibility matter more than complexity.

At its core, effective design comes down to a few essentials:

High-contrast colours that cut through busy surroundings
Simple, focused layouts that are easy to process at a glance
Bold, recognizable imagery paired with clean, legible type

KFC’s bold, recognizable imagery makes this billboard instantly identifiable

Context matters just as much as design. What works on a roadside billboard viewed at speed won’t translate the same way to a street-level or place-based screen where dwell time is longer. Simpler creative performs better at a distance, while closer environments allow for more detail, as long as clarity isn’t compromised.

And while best practices exist for a reason, they are not rules. Intentionally breaking them can be just as effective when done with purpose.

Get the Specs Right

Even the strongest creative can fall flat if it is not built for the screen. OOH and DOOH formats vary widely across billboards, transit shelters, retail environments, and place-based networks, each with different dimensions, orientations, and file requirements.

A few fundamentals to keep in mind:

Design for both vertical and horizontal formats so layouts translate cleanly across environments
Stick to supported file types like JPG or PNG for static, and MP4 or HTML for digital placements
Keep file sizes within recommended limits to ensure smooth delivery and playback
Always build with the final screen size and placement in mind to avoid cropping or distortion

Below are some of the most common specs for digital and video displays in the US.

Most Common Display Sizes:

1920 x 1080
1080 x 1920
1400 x 400
840 x 400

Most Common Video Sizes (15-Second):

1920 x 1080
1080 x 1920
1400 x 400
1280 x 960

For more guidelines on proper format sizes, read our Best Practices Guide: How to create DOOH campaigns that get results.

Let’s talk about text

It’s not just about what you’re saying, but how you’re saying it: typeface and formatting contribute to how the ad, and its messaging, are received.

Large, bold typeface is easier for people to read, especially from a distance
Avoid thin or serif typefaces, which can be harder to read
Proper spacing between letters, words, and lines will help improve readability and visibility
Keep the copy short and sweet, and limit messaging to five to seven words
Stick to one simple, direct message and call-to-action

Viewing Distance	Minimum Readable Text Height
5’ – 50’	1” – 2” (72px – 144px @ 72dpi)
50’ – 100’	2” – 4” (144px – 288px @ 72dpi)
100’ – 200’	4” – 8” (288px – 576px @ 72dpi)

Virgin Active’s OOH display delivers big impact with minimal text

Video creatives

A recent study found that full-motion video OOH ads drive a 65% increase in “intent to learn more” compared to static creative, along with a 41% lift in perceived relevance, clear indicators of stronger audience consideration.

That’s why incorporating motion into your digital content is such a powerful way to capture attention. In most environments, videos should run no longer than 10-15 seconds; however, longer videos can be impactful for audiences in specific venue types with longer dwell times, like gyms, doctors’ offices, or bars.

Note: Place Exchange by Broadsign can seamlessly adapt social media and in-app vertical video creatives for portrait-mode screens, so you can get maximum value from a single video.

Creating personalized and dynamic content

When vying for a consumer’s attention, optimizing a digital out-of-home campaign with Dynamic Creative Optimization (DCO) can be the x-factor in reaching target audiences.

DCO means adjusting and optimizing DOOH ads for real-world contexts and environments, pulling data to deliver ads in response to current events or trends, such as the weather, sports scores, financial markets, audience profiles, or other nearby events or relevant information.

With DCO, ads can deliver more personalized experiences and stronger audience relevance. In fact, according to the OAAA and The Harris Poll, 81% of respondents exposed to weather-triggered ads featuring relevant product offers found them valuable. Thinking about where your ad will live along the consumer’s journey, and in what context, is an opportunity to create a high-impact ad that resonates with your target audience.

To create a high-impact ad, thread in creative that responds to live signals like time of day, weather, audience demographics or current events for a more targeted activation that reaches audiences at key moments.

Some ideas include:

Modify messaging based on relevant data inputs (e.g., weather, sports scores, etc.): Entice customers on rainy days to pop by for a warm cup of coffee, or advertise air conditioning units on extremely hot days, display sports scores during high-ticket events.
Schedule time-sensitive or product-specific promotions
Incorporate daily countdowns for popular movies or big events with universal appeal

McDonald’s weather-triggered OOH campaign in Qatar

Tracking and measurement

Knowing how your current campaign performs is crucial for planning the next. Use ID markers like QR codes, SMS messages, short-link URLs, hashtags, emails, or phone numbers to track and measure your ad’s performance. Adding a Call to Action (CTA) to your creatives can enable you to directly track “click-through” response to your OOH creative.

The winning formula for an out-of-home ad that gets noticed and delivers on ROI is to combine brand-safe creativity, outside-the-box thinking, and contextual relevance. With these OOH creative best practices in your toolkit, you can successfully create an ad that stands out.

Ready to launch a high-impact, creative out-of-home campaign that delivers results? Browse our inventory catalog to see the complete network of high-impact digital screens available.

Product News | October 11, 2021

De’Longhi drives 121% lift in brand preference with programmatic DOOH

To strengthen its position as a leader in premium home coffee experiences, De’Longhi partnered with Broadsign to launch a programmatic digital out-of-home (pDOOH) campaign across Poland during the competitive holiday shopping season.

Objective

The campaign aimed to move audiences from brand awareness to purchase intent, positioning the Eletta Explore as the preferred choice for holiday gifting in a competitive retail landscape.

Strategy

In collaboration with agency partner Salestube PL, the campaign used the OutMoove DSP to activate premium pDOOH inventory across major Polish markets, focusing placements exclusively within high-traffic shopping mall environments.

Indoor screens in major shopping malls reached consumers in high-intent environments close to the point of purchase. By concentrating on mall inventory, including spectaculars, concourse screens, and food court displays, the campaign captured the attention of gift-seekers while they were actively browsing and shopping.

Dayparting aligned ad playouts with peak shopping hours, ensuring strong visibility during periods of elevated foot traffic throughout the holiday retail season.

Creative

The campaign featured cinematic video creative starring global brand ambassador Brad Pitt, accompanied by the localized copy: “To nie tylko idealny prezent. To Perfetto” (“It’s not just the perfect gift. It’s Perfetto.”).

By combining a recognizable ambassador with motion-driven creative across high-traffic placements, De’Longhi established a memorable presence during the year’s busiest retail window.

Results

121% Lift in Brand Preference: The campaign achieved a significant increase in brand preference, successfully strengthening De’Longhi’s positioning against key competitors in the premium coffee category.

190% Lift in Intent: The campaign effectively influenced consumer behaviour, delivering nearly a 3X lift in consumer intent to interact with the brand or visit the De’Longhi website.

Want the campaign highlights? Check out the infographic below.

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.