Product News | October 11, 2021

Four tips for handling changing energy restrictions with Broadsign

Surging energy prices are hitting global markets hard—and it’s not just households that are feeling the pain. As the present international energy supply crisis intensifies, many European countries are implementing usage restrictions alongside temporary regulatory measures to help mitigate the impact. These new regulations have caused great uncertainty in the digital signage and DOOH spaces, as network owners struggle to adapt to changing rules and limitations on non-essential digital signage operation.

To help ensure that your DOOH network continues to run smoothly, we’ve put together a list of Broadsign features and automation tools that can help you easily adapt to new energy-saving measures, and are also useful if you simply want to reduce your energy usage in general.

Read on to learn how Broadsign can help!

Europe’s energy crisis hits DOOH industry

The origins of the current global energy crisis can be traced back to the economic slowdown that took place during the COVID-19 pandemic; power plants that had been shut down could not ramp up in time to meet the renewed and rebounding demand. Russia’s invasion of Ukraine in February of last year significantly worsened the situation, with Russian retaliation to European sanctions crimping supplies of Russian natural gas. In an effort to reduce both the risks and costs for Europe in case of further disruption, EU member states have agreed to voluntarily reduce their natural gas demand by 15% this winter, and several EU member countries have already effected a series of energy-saving measures designed to help them meet this reduction target.

While necessary, the energy restrictions that have been put in place in Germany and some other EU countries have caused great uncertainty in the digital signage and DOOH industry. In addition to limiting the use of indoor heating in public buildings, these new measures also prohibit the operation of digital signage for non-essential purposes during certain hours. Spanish shops and government offices must turn off digital signage displays and lighting after 10 p.m. And Germany’s Energy Saving Ordinance is even more restrictive; it prohibits the operation of any DOOH and digital signage screens between 10 p.m. and 6 a.m. This means that displays, LED screens, and projections used as advertising systems can only be operated for six hours a day. Digital signage consultancy Invidis predicts that similar measures are likely to be adopted more widely across Europe.

Broadsign’s energy-saving features and tools

Although the current circumstances may present some uncertainty for our clients in EU countries, we at Broadsign want to ensure that running your network remains as painless as possible. With that in mind, we’ve put together a list highlighting a few of the automation tools we offer that might help relieve some of the pressure.

1. Dayparting

Define a site’s/display unit’s “opening hours” to adjust bookable airtime and control when content plays on your screens. This means you can easily set up a schedule that respects new regulations—and change it at a moment’s notice.

Automatically halts content playback during mandated “off” hours
Adjusts available airtime for campaign bookings
Note: Doesn’t actually turn off/de-power screens

Broadsign’s Day Parts feature lets you assign a defined set of playback characteristics to your digital signage display(s) during set hours. In addition to controlling things like frame layout, day parts can be also used to define a display’s “opening hours”—i.e., the available airtime when scheduled content will play. Essentially, the start and end times of a day part make up the maximum bookable airtime for any displays it has been assigned to.

You can assign multiple day parts to a single display unit to have different frame layouts at various times of the day or to associate different criteria values with each day part. However, while it’s possible to define a site’s opening hours by using multiple day parts with different start and end times, we’ve come up with an even easier way to set opening hours that adhere to your area’s new energy saving regulations: a dedicated Opening Hours tab in the Day Parts editor.

Defining a site’s opening hours by creating a single all-day day part in the Opening Hours tab is simpler, and it ensures that a site will be automatically excluded (or included, as the case may be) if its opening hours change over the course of a campaign. So you can easily set up a schedule that adheres to your area’s new energy saving regulations, and effortlessly make changes if you need to.

For more details, and to learn how to set up Opening Hours in Broadsign Control, check out our Day Parts technical documentation.

2. Remote device management

Suspend/resume screen(s) according to a display unit’s predefined opening hours. That way, your players will automatically send your screens into standby mode in addition to halting content playback.

Further reduces energy use by sending screens into standby mode
Automatically suspends screen activity according to opening hours

Dayparting is a great way to ensure your digital screens aren’t running (or booking/selling) content during mandated off hours. However, the Opening Hours feature won’t actually turn off the display(s) it’s been assigned to. To go the extra kilowatt when it comes to reducing your energy consumption, you should suspend screen activity in addition to halting content playback. Don’t worry, Broadsign has a built-in solution for that, too!

In combination with Opening Hours, it’s also possible to suspend and resume screen activity remotely. This feature can be activated from within the Day Parts editor by selecting Suspend/Resume screen(s) according to opening hours. When outside of opening hours, your player(s) will automatically send a “no signal” message that will put your screens in standby mode. Conversely, the players can also send “wake-up” messages, turning your screens back on at the start of your site’s designated opening hours.

Powering down your screens in accordance with your opening hours will help you further reduce your DOOH-related energy use—and it will also save you time and effort by automating the entire process!

For more details, scroll down to the “Opening Hours” section of our Day Parts technical documentation for Broadsign Control.

3. RS-232 screen controls

Remotely control RS-232-attached screens at a granular level with settings that allow you to do things like lowering the brightness of your screens to consume less energy.

Makes granular adjustments to your device settings to help save energy
Remotely executes any device operation that’s defined in Broadsign Control Administrator

Device control operations in Broadsign give you finer-grained control over a screen’s device settings; they’re commands sent to a display by the Broadsign Control Player to verify its status or perform an action. Crucially, they can be used to do things like lowering screen brightness to consume less energy and powering the display completely off (or back on). If your screens have a RS-232 connection to the player, you can use the RS-232 action (via the Broadsign Control Player API) to remotely execute any device operation that you have defined within Broadsign Control Administrator. This means you can make granular adjustments to screen settings that have an impact on energy consumption, from anywhere.

RS-232 commands can also be sent automatically based on the display unit’s pre-defined opening hours. For example, you could schedule an operation to set the screen brightness back to 10% every five minutes in case someone happens to adjust it. You can do this by configuring the RS-232 commands on a player’s assigned configuration profile and setting up the rules on the configuration’s Device Control tab to execute on opening and closing hours. This way, the commands will continue to be sent at the correct time even if you adjust the opening hours on your networks as the situation evolves.

For more details, and to learn how to set up device control operations in Broadsign Control, check out our Device Control technical documentation.

4. System-on-chip player

Power down your network’s smart display screens remotely with our System-on-Chip player.

Makes it easy to power down ALL of your network’s display screens by bringing smart screens into the Broadsign fold.

Additionally, if you’re operating smart displays, you can also turn screens on and off remotely with Broadsign for System-on-Chip, our digital signage player made specifically for smart screens.

Our system-on-chip solution lets you centrally manage all of the screens in your network and saves you time by streamlining your DOOH management tasks. In particular, it can be used to turn your smart display screens on and off remotely—making it easy for you to power down all of your network’s digital displays in accordance with new energy-saving regulations.

For more details, and to learn how to set up our System-on-Chip player, check out our Broadsign Control for System-on-Chip technical documentation.

To learn more about these features, reach out to us at services@broadsign.com

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.

Product News | October 11, 2021

Meet Manuel Ameneiros, Broadsign’s Head of Media Sales and Service, LATAM

Out-of-home advertising across Latin America is gaining strong momentum, driven by expanding digital infrastructure, ongoing innovation, and growing demand from brands seeking high-impact audience reach. As the market evolves, there is a clear opportunity to bring greater efficiency, scale, and flexibility to how OOH is planned and transacted across the region.

To support this next phase of growth, Broadsign has appointed Manuel Ameneiros as Head of Media Sales & Service for LATAM. Based in Mexico City, he will focus on driving sustainable growth across the region while building a strong, scalable commercial foundation. This includes managing strategic relationships with agencies, advertisers, and media owners, and advancing market education as programmatic DOOH adoption continues to evolve.

Manuel brings over a decade of experience across the advertising ecosystem, spanning brand, agency, and adtech roles throughout LATAM. Most recently, he served as Chief Commercial Officer at OLA Media, where he focused on scaling revenue and driving market expansion. Earlier, he held roles across brands, agencies, and adtech companies, including Retargetly and Boletia, building expertise in data-driven marketing, programmatic adoption, and go-to-market strategy.

We caught up with Manuel to learn more about his background, what drew him to Broadsign, and his perspective on the opportunities ahead in LATAM.

Welcome to Broadsign. What drew you to the team, and what excites you most about your new role leading Media Sales & Service for LATAM?

I’ve always been drawn to the intersection of media, technology and data, and that’s exactly what makes this opportunity so compelling for me. Broadsign has built a strong reputation as one of the companies helping modernize OOH by giving media owners and advertisers the tools to plan, transact and scale more intelligently. What excited me most about joining the team is the chance to help accelerate that momentum across Latin America, a region where markets are evolving quickly and where there is real appreciation for innovation.

How would you describe the current state of the OOH market in Latin America, and where do you see the biggest growth opportunities?

The OOH market in Latin America is in a dynamic phase. It continues to benefit from strong reach and visibility, particularly in urban areas, but it’s also evolving quickly as digital infrastructure expands and advertisers demand more accountability and flexibility around their campaigns.

Having worked both in adtech and more recently in the OOH space, I’ve seen firsthand how the conversation is shifting from static inventory and broad reach to more data-driven planning, audience segmentation, and integration with digital channels.

The biggest opportunity lies in accelerating that transition. There is still a gap between DOOH’s potential and how it’s currently bought and sold in many markets. Bridging that gap through better data use, automation, and programmatic transactions is where much of the next wave of growth will come from.

Programmatic DOOH is gaining momentum globally. How is this evolving in Latin America, and what’s needed to accelerate adoption across the region?

Programmatic DOOH in Latin America is moving from early adoption into a growth stage. Buyers are looking for more flexibility, more precise activation, and easier connections between OOH and broader omnichannel campaigns. Media owners, in turn, are recognizing that programmatic can help open inventory to new demand sources, improve fill rate, and make digital assets easier to transact.

To accelerate adoption further, the region needs continued progress in a few areas: more digital inventory, stronger education across buyers and sellers, and better tools for targeting and measurement.

What role do you see Broadsign playing in the future of OOH across LATAM, and what are you most excited to build or accomplish in the region over the next few years?

I see Broadsign as a key enabler of the next phase of growth for OOH in Latin America. The company is uniquely positioned because it operates across the entire ecosystem: a CMS, SSP and DSP, which allows it to support both media owners and buyers in a very holistic way.

For media owners, Broadsign can help modernize operations, increase efficiency, and open up new revenue streams. For advertisers and agencies, it simplifies access to OOH and makes it easier to integrate into omnichannel strategies.

What excites me most is the opportunity to help build a more connected, scalable, and performance-driven OOH ecosystem across LATAM. In practical terms, that means expanding programmatic adoption, strengthening relationships with key agencies and advertisers, and helping media owners unlock more value from their inventory. It’s also about making DOOH a more consistent part of media strategies rather than a complementary channel.

From a market perspective, Brazil and Mexico are critical due to their scale and level of sophistication, but I also see strong potential in Colombia, Chile and Argentina, as well as in emerging segments like mobility and retail media, which I’ve been closely involved with in recent years.

Product News | October 11, 2021

Broadsign partners with JB Hi-Fi to accelerate Retail Media Network

Retailer launches scalable in-store digital signage network to enhance customer experience and increase brand amplification opportunities

SYDNEY, April 22, 2026 –Broadsign announced that leading Australian consumer electronics retailer JB Hi-Fi is deploying the Broadsign Platform to build and scale its in-store retail media network (RMN), which spans over 200 stores across Australia. The technology will streamline operations, enabling JB Hi-Fi to seamlessly plan, execute, optimise, and measure in-store media and ad campaigns across locations from one central hub.

With the Broadsign Platform providing real-time availability, intuitive ad serving, and robust campaign reporting out-of-the-box, JB Hi-Fi will be able to unlock impactful in-store opportunities and deliver measurable results across its network. An open API also allows JB Hi-Fi to integrate with its preferred retail systems, platforms, and processes, while still maintaining complete ownership and control over its network.

“We’re seeing strong interest in retail media from advertisers and brands who want to reach local audiences where purchase intent is high. We already had the screens to deliver in-store, and now with Broadsign, we have access to the same advertising toolset that major media owners use, and the ability to scale,” explained Gary Siewert, Director of Marketing and e-commerce, JB Hi-Fi. “Broadsign’s open API has also proved more valuable, allowing us to select the partners we want to work with as we build our omnichannel RMN, such as Retail Media Works and Criteo.”

“As Australia’s leading consumer electronics retailer, JB Hi-Fi is home to some of the world’s biggest brands. By partnering with best-in-class solutions such as Broadsign, JB Hi-Fi are not only maximising the potential of their retail media network, they’re setting the strongest possible foundation for themselves in an increasingly competitive space,” said Ben Allman, Regional VP of Platform Sales at Broadsign.

For more information about Broadsign’s in-store media network offering, visit: https://broadsign.com/retail-digital-signage/

About Broadsign

Broadsign is the leading out-of-home (OOH) advertising technology platform, transforming how retailers, OOH media owners, and ad buyers reach and connect with audiences. More than 2.8 million static and digital signs along roadways and in shopping malls, grocery and convenience stores, airports, transit systems, and other OOH venues run on Broadsign. The Broadsign platform helps customers seamlessly plan, deliver, and optimize dynamic, data-driven in-store and OOH campaigns.

Through Broadsign’s programmatic SSP, Place Exchange, and integrations with 50+ omnichannel and OOH DSPs, the company offers advertisers and media buying agencies the largest footprint of global OOH inventory, enabling them to intuitively execute guaranteed and non-guaranteed OOH campaigns across a variety of OOH formats. Interoperability with retail POS systems, loyalty programs, and omnichannel media platforms allows retailers to create engaging, measurable in-store experiences that tie into on- and off-site campaign strategies. https://broadsign.com/retail-digital-signage/

Product News | October 11, 2021

Why in-store retail media can’t scale without automation

Retail media is maturing quickly, with retailers building more sophisticated networks across onsite and offsite channels. In-store, one of the most valuable environments at the point of purchase, is now gaining momentum as the next area of focus.

While investment is increasing and screen networks continue to scale, in-store is still evolving from infrastructure into a fully realized media channel and hasn’t yet reached the same level of automation, measurement, and integration as other digital channels.

That gap is where automation comes in.

Automation has already reshaped how retail media campaigns are planned, bought, and optimized across digital environments. Bringing those same capabilities into in-store is the next step toward making it a seamless part of the media mix.

With the right foundations, automation can connect in-store with the broader ecosystem, enabling more efficient activation, stronger alignment in how in-store performance is measured, and a more unified retail media strategy.

The barriers to scaling in-store media

Retailers often believe they’re operating with automation, but in practice, it remains fragmented across channels and teams. While certain workflows like scheduling or couponing may be automated, they rarely connect to a unified system. At the same time, trade, shopper, and media teams continue to operate independently, each with its own objectives, budgets, and processes.

This fragmentation shows up in how campaigns are executed. Many in-store activations still rely on manual planning and static placements, with limited visibility into inventory and performance. In many cases, looped, time-based content remains the standard, restricting the ability to deliver more dynamic, contextually relevant messaging.

At the same time, expectations have shifted. Media buyers now expect real-time access to inventory, faster activation, and unified reporting across channels. As trade and media budgets begin to converge, so does the need for greater accountability and measurable outcomes. Without automation, in-store media can’t keep pace. Campaigns can’t be planned or optimized against outcomes like sales, reach, or incrementality, and the channel remains disconnected from broader retail media strategies.

The realities are becoming clear: manual operations can’t scale in a data-driven, outcome-based environment, breaking down silos requires connected systems rather than added processes, and meeting modern expectations for speed, flexibility, and measurement depends on automation.

What automation really means for in-store media

At its core, automation operates across three connected layers that shift in-store media from a manual channel to one that scales and delivers against defined outcomes.

Operational automation: Removes manual workflows from planning, booking, and scheduling. Instead of relying on time-intensive coordination and service layers, campaigns can be activated more efficiently and run at scale across networks.
Data and decisioning automation: By bringing in first-party signals like loyalty, transaction, and foot traffic data, campaigns can be informed by real performance inputs rather than assumptions. This also enables more dynamic delivery, where messaging can adapt based on factors like time of day, store inventory or shopper behaviour.
Commercial automation: Aligns in-store with broader media expectations. This includes centralized planning, unified reporting, and more consistent buying experiences across channels, making in-store easier to integrate into omnichannel strategies.

Today, many in-store networks remain entirely static, while others rely on manual playlist management and fixed placements, limiting both flexibility and performance. Automation changes that by enabling campaigns to be planned and optimized against outcomes like sales uplift, audience reach, or product-level goals.

Instead of deciding what plays on a screen and when, retailers can define what they want to achieve and allow automated systems to dynamically allocate inventory and optimize delivery based on real-time data.

Building a more connected retail media strategy

For retailers, the shift to automation doesn’t happen all at once. It starts with connecting existing capabilities to enable more streamlined execution and outcome-driven planning. Many already have strong foundations across in-store screens, data, and media operations, but these systems often operate independently. Prioritizing integration through APIs and shared workflows helps bring in-store into the broader retail media ecosystem without requiring a full rebuild.

From there, focus on making in-store inventory accessible within existing media-buying workflows, so campaigns can be planned alongside on- and off-site channels rather than treated separately. Additionally, data should be applied more intentionally. Using first-party signals like loyalty, transaction, and store traffic data enables more accurate targeting, optimization, and measurement, moving beyond proxy metrics.

Execution also needs to evolve. Shifting from manual placements to goal-based delivery allows campaigns to be optimized against outcomes like sales, reach, or product-level performance, rather than fixed schedules. Technology partners can support this shift by enabling automation, measurement, and optimization, while providing the visibility needed for performance tracking and attribution.

Finally, internal alignment is key. As trade and media budgets converge, aligning teams around shared outcomes ensures in-store media is planned and executed as part of a cohesive strategy.

In-store is no longer a future opportunity; it’s an immediate one. As retail media continues to evolve, automation will be key to turning in-store into a scalable, measurable, and fully integrated channel. Retailers that invest in connecting systems, data, and teams now will be best positioned to unlock their full value.

Ready to unlock the full value of your in-store media? Discover how Broadsign helps retailers automate execution, connect data, and drive measurable performance.