Product News | October 11, 2021

How 8Infini is Innovating Outdoor Advertising in Indonesia with DOOH

While out-of-home media is a popular advertising format across Indonesia, dynamic digital out-of-home is still only rising in popularity. That’s expected to change as more of the country’s OOH companies begin to harness the power of DOOH.

One of the factors driving this shift is likely the creative freedom the format affords, its potential to reach broad audiences and the numerous data and analytics capabilities that are becoming more widely available thanks to technological advancements. 8Infini is a media owner on the mission to shape the future of outdoor advertising in Indonesia with a network of prominently-located digital screens in some of the country’s biggest and most bustling cities.

Bringing bright, digital screens to Indonesia’s cities

Named for the seemingly infinite possibilities that digital screens can offer advertisers, 8Infini was founded in 2019 by a team of out-of-home experts. Though the company is a newcomer to Indonesia’s OOH space, they’ve already made quite an impression among advertisers in its three years of existence.

The company’s network comprises static and dynamic large-format LED “videotron” screens. These are found in prime spots throughout Jakarta, one of Southeast Asia’s most populous cities. With six digital and two static screens in Jakarta and five digital screens in Bandung, these screens are predominantly located along roadways and at the heart of busy intersections, catering to pedestrians and motorists alike. Besides these screens, a portion of their business model is also focused on traditional transit media, where their business started. The OOH media operator will soon be deploying an additional four digital screens in Bogor, another two in Bandung, as well as one digital and three static screens in Jakarta.

8Infini’s preferred technology partner, Broadsign, are enabling the OOH media provider to further enhance flexibility, advancement in their operations, improved performance and increased screen capabilities. Expansion plans are imminent and underway: the business hopes to significantly increase its network in the coming months, adding another ten screens to its roster by the end of 2022. These additions to the network are expected to be installed in Jakarta, and, eventually, the team hopes to bring their screens to other large cities such as Bogor.

With its inventory’s strong presence in prime locations, it’s only fitting that 8Infini’s network attracts a wide range of advertisers from various industries. Their screens have previously run ad campaigns spanning virtually every category, such as entertainment and cinema, fashion, brands, start-ups, logistics, insurance and banks.

Besides its network in highly-visible locations, offering interactive and dynamic capabilities makes 8Infini’s inventory popular among all types of media buyers and brands. Slowly but surely, they’re noticing that increasingly brands are moving towards the more interactive features available with their offering, partly due to the in-depth analytics and insights thanks to their Admobilize integration.

One of the more popular trends in OOH advertising is 3D creatives. As more advertisers are looking to experiment with interactive and dynamic content on screens to build compelling and exciting campaigns, 8Infini is able to make that happen and hope to continue making interactive content more widely available in the country.

8Infini’s team takes great pride in and is passionate about the medium and its network. They emphasize the importance of maintenance and upkeep, with a team ready to resolve any issues in case of network outages.

The first robotic LED in Southeast Asia

Their latest project is one of the first of its kind in Jakarta—an impressive LED screen located on the outside facade of the Mandarin Oriental Hotel, luxury hotel located in the city’s financial district. The luxurious hotel is a popular destination for tourists visiting the region, welcoming guests from all over, with the large-format screen positioned on the hotel’s exterior.

Because of its location in the city’s financial district, the hotel tends to cater to an upscale clientele, making this a prime location for the massive screen, which spans 614 square meters and is made up of 512 robotic panels, each one capable of moving independently.

This is the first robotic Videotron screen of its kind in Indonesia, the largest screen in Southeast Asia, and one of just three in the world.

Since its unveiling, the screen has already played some fairly attention-grabbing and internationally acclaimed campaigns, running ads from Samsung, Spotify, Permata Bank, Disney Studio, and Disney+. Ultimately, its strategic location in Jakarta’s bustling commercial district makes it an ideal choice for businesses looking to increase brand visibility.

Broadsign and 8Infini, a platform built for scalability

Given that there are a number of out-of-home players in Indonesia, the team behind 8Infini knew that to stay competitive, it needed to onboard the support of an industry-leading digital signage software.

Initial plans to develop its own CMS were abandoned, and instead, the team implemented the only platform suited for its specific needs: Broadsign Control. Partnering with Broadsign means that 8Infini can compete with some of the major OOH media operators in the region and keep up with the latest trends in out-of-home. Moreover, Broadsign is built for scalability — which aligns perfectly with 8Infini’s strategies.

While the team doesn’t necessarily envision 8Infini becoming the largest outdoor billboard player in Indonesia, by operating the Broadsign suite, they can offer their customers a complete offering for OOH advertising investments.

Big plans, infinite possibilities

Infini OOH wants to add ten new screens to its inventory in the coming months. Building up the network was always in its goal, but like so many businesses worldwide, the pandemic slowed its growth strategy. These days, 8Infini’s team feels more confident than ever about where they’re headed next. Behind the scenes, they’re busy masterminding other exciting projects as exciting and innovative as the Mandarin Oriental Hotel LED Videotron screen.

Until then, 8Infini is showcasing all that’s possible with DOOH over traditional OOH, by tapping into the power of digital screens to bring brighter and bolder experiences to the Indonesian market.

Want to power your own OOH network with the world’s leading solution?

See what Broadsign can do for you

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.

Key takeaways for retailers:

Takeaway #1: In-store is the next growth frontier

While onsite and offsite channels still dominate retail media spend, in-store is fast emerging as the next growth driver. Globally, retail media is projected to reach $169.6 billion this year, surpassing TV ad revenue for the first time. Yet despite its relatively small share today, in-store retail media is on track to hit $1 billion by 2028 as retailers scale their digital capabilities and advertisers embrace the channel’s unique advantages.

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.

Takeaway #2: Screens and tech are redefining the store

At the heart of in-store retail media are digital screens — from large-format video walls to shelf-edge screens and point-of-purchase (POP) displays — delivering dynamic, data-driven campaigns right at the point of decision. These screens can adapt content based on time of day, weather, or even local shopping behaviours, helping brands capture attention and influence basket size in real time.

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.

Takeaway #3: Omnichannel integration is key

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.

Real-world examples show how this works in practice. Tesco has piloted dynamic shelf-edge screens that adjust pricing and promotions in real time based on stock levels, time of day, or shopper profile. And Sephora has reimagined the beauty aisle with digital touchpoints that bring product reviews and tutorials into the store, most notably through its “Store of the Future” pilots in Asia, which blend interactive displays with personalized consultations to create a seamless digital-physical shopping experience.

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.

Want to dive deeper? Explore the full Retail Media In-Store Report 2025 or check out Broadsign’s resources on building a scalable in-store retail media network that can support long-term growth.