Month: February 2023

Product News | October 11, 2021

In-store vs. online retail media: How each one impacts the consumer shopping experience

There’s been a lot of chatter about Amazon’s ad-heavy digital storefront in the past few months, some of it somewhat negative. While the e-commerce giant has historically been praised for being customer-centric, thanks in large part to its relevance and review-based product search rankings, things seem to be changing. If you try searching for a product on Amazon these days, the first page of search results will typically comprise nine sponsored listings, according to a study conducted by data firm Profitero – double the number of ads used by Walmart or Target. 

It appears that the company’s fanatical focus on advertising has come at the expense of the consumer’s online shopping experience; now, if you want to make a worthwhile purchase, you’ll have to invest extra time and energy to evaluate brands and avoid potential traps. But as online retail media is facing mounting backlash, many advertisers are realizing that in-store retail media offers similar data-backed benefits—in addition to unique advantages all its own—without negatively impacting the consumer shopping experience. 

The rise of retail media: How Amazon is reshaping the advertising industry

Following in the footsteps of search and social as digital advertising’s third big wave, retail media has already established itself as a force to be reckoned with. A recent report by GroupM found that retail media already represents 10.7% of global ad spend and forecasts that this figure will grow 60% by 2027. Built on a foundation of valuable first-party purchase data, contextually relevant ad experiences, and closed-loop reporting, retail media gives consumer brands powerful new ways to reach shoppers in the environments where their customers are buying. Amazon is at the forefront of this trend; since launching its retail media network in 2012, it’s become the US’s third-largest digital ad platform, trailing only Google and Facebook. Today, retailers like Walmart, Target, and Sephora are following Amazon’s lead by trying to build a marketing business on the back of their existing sales platform.

READ ALSO: Retail media networks 101: Definition, best practices, and tips for building out a rock-solid RMN

The rise of retail media has been particularly prominent  in the US, where eMarketer estimates advertisers are on track to spend more than $37 billion on retail media networks this year, an increase of about a fifth from 2021. The same report found that while social media currently attracts more ad dollars (forecasting an annual haul of $65 billion), retail media is set to grow more than five times faster in 2022. Part of this growth can be attributed to the fact that many brands are shifting ad dollars they’d previously been spending with Facebook and other online media platforms to retailers—likely due to the fact retail media advertising stands invulnerable against the demise of third-party cookies, as well as increased scepticism regarding the efficacy of digital ads. According to the Financial Times, advertisers added $9.5 billion to Amazon’s global revenue in the third quarter of 2022, while ad revenues at Meta fell 3.7% during the same period. 

The impact of putting advertisers ahead of users

While Amazon’s focus on ad tech has certainly been making its shareholders happy—in 2021, the company collected $31 billion from ad sales alone—some industry analysts contend that it has come at the expense of customer-focused recommendations, personalization, and discovery. Many of the sponsored posts showing up in search results are so subtle they look like organic search results. And even when the sponsored posts showing up in search results contain a tiny disclaimer label, these kinds of ads can be misleading because they fill up spaces people assume to contain trustworthy, independent information. Many other online marketplaces and retailer apps are following suit. The result is that retail media advertising is now, in many cases, more akin to dramatically altering shelf placement for specific people than a way to inform and delight consumers or prioritize their shopping experience.

It’s not just consumers who are starting to question online retail media’s resulting impact. Marketers are increasingly asking retailers to prove how much value is actually added by such advertising—especially since it’s not unusual for them to pay at least ten times more for slots on retail media networks than they would for programmatically-sold online ads. Although the returns can ultimately be higher, one limitation of online retail media compared to online ads on the open web is that it’s easy for consumers to shop around to different retailers; there’s little friction standing in the way of a person seeing an ad in one online store and immediately hopping elsewhere to make a purchase. This means that even though online retail media has the potential to generate in-depth performance metrics for advertisers, the ability to track which ads lead to purchases can, in practice, prove to be more difficult than initially thought. 

But the online space is only one of the arenas worthy of attention for retail media advertising; retailers are also finding ever more creative ways to turn their physical properties into space they can sell to marketers. Examples of digitized retail media placements inside brick-and-mortar stores include smart screens near the entrance, video displays on shopping carts, and digital retail end cap displays. By incorporating in-store digital media, retailers are able to give their partner brands access to customers close to the point of purchase, whether a customer is shopping on their website or inside one of their physical locations. 

The advantages of in-store retail media vs. online retail media

To clarify, advertising, particularly retail media, isn’t necessarily bad. Done the right way, retail media can inform customers about new products and help new businesses get a foot in the door. In particular, in-store retail media has managed to avoid many of the drawbacks outlined above while offering the data- and placement-based benefits that attracted advertisers to retail media in the first place—including access to first-party shopper data, improved campaign targeting, and real-time reporting. 

READ ALSO: Why in-store signage advertising belongs in every brand’s retail media strategy

Aside from avoiding the negatives, in-store digital retail media offers some distinct advantages over online retail media for advertisers looking for new and effective ways to connect with their customers. Unlike online, the consumer is seeing the ad in a specific physical environment, and often the advertised product is already right in front of them. This enables brands to reach people who are ready to buy now and are in an environment that inherently introduces more friction to the price comparison process. Online, a different site is just a click away. In the real world, at best, consumers face a long walk to get to another store that may offer a slightly better price on whatever they want to buy.

In-store retail media also allows advertisers to connect with a larger audience since there are simply more people who shop in physical stores than online. While consumers relied more on e-commerce since the start of the pandemic, The NPD Group reported that 2022 was the first year since COVID that consumers expected to make more of their holiday purchases in-store (46%) than online (45%). And the return to brick-and-mortar stores is a trend that extends beyond holiday shopping; according to McKinsey, 20% of consumers say they are now doing all of their shopping in-store, while only 5% shop exclusively online.

And while online retail media ultimately winds up making the consumer experience worse—with online ad placements going to the highest bidder instead of delivering search results based on relevance—in-store retail media is still based on improving the in-person shopping experience. Retail media advertising in physical stores is ultimately only as disruptive as a consumer wants; the inventory displayed on the shelf is the same regardless of whether someone saw an ad or interacted with its corresponding QR code. At the same time, digital in-store signage opens up new storytelling possibilities through the use of dynamic content, offering brands unique opportunities to engage with customers and leave a lasting impression. 

READ ALSO: How to enhance the in-store retail experience with digital signage

In short, in-store retail media offers the best of both worlds: it’s a way for retailers to generate additional revenue from brands and a method of delivering a more information-rich and relevant in-store experience. 

Are you missing the most valuable piece of your retail media network marketing strategy?

Check out our eBook to learn key aspects every retailer should look for when adding in-store digital marketing to their retail media network.

Product News | October 11, 2021

How to boost your back-to-school campaigns with OOH advertising

Back-to-school season isn’t just about new notebooks and sneakers—it’s one of the biggest retail moments of the year. In fact, next to Black Friday, it’s the second-busiest shopping event, with sales expected to reach $84.5 billion in 2025. It’s a key moment for brands to drive both in-store and online traffic.

According to the National Retail Federation, 67% of back-to-school shoppers had already started shopping by early July, up from 55% last year and the highest early start since the NRF began tracking it in 2018. The early start is partly driven by economic concerns: 51% of families say they’re shopping earlier this year to avoid potential price increases due to tariffs or inflation.

With shoppers active early but still open to influence, this season presents a key opportunity for advertisers to stay top of mind throughout the entire purchase journey. DOOH advertising helps brands do just that—reaching shoppers in real time with contextually relevant messages near retail locations, on transit routes, and in everyday environments where purchase decisions happen.

With families actively hunting for value and wrapping up their shopping lists, DOOH offers a smart, scalable way to connect with them. Here’s how to maximize your back-to-school campaigns this season.

Strategies for effective back-to-school OOH advertising

Targeted ad placements

Location matters—and when it comes to driving real-world action, proximity pays off. According to the OAAA, 30% of consumers have recently noticed OOH ads providing directions to a business. Of those, 51% visited the business, and 93% made a purchase, highlighting the power of timely, well-placed messaging to convert attention into action.

With 62% of back-to-school shoppers planning to visit two or more physical stores this season, strategic DOOH placements offer a direct way to influence purchase decisions in real time. By meeting consumers where they live, move, and shop—on commutes, in stores, and during everyday errands—advertisers can stay top of mind throughout the entire path to purchase.

  • Urban panels and transit stations reach students, teachers, and parents as they navigate city streets or commute to school and work—making them ideal for building awareness early in the shopping cycle.
  • In-mall screens and big-box retail placements reach consumers at the point of decision, when new clothes, school supplies, and electronics are already top of mind. These locations offer both high dwell time and strong purchase intent.
  • Grocery stores and pharmacies are high-frequency stops for families throughout the season. Placing DOOH ads in these environments helps reinforce messaging around snacks, lunch prep, personal care, and other everyday essentials.
  • Near college campuses, DOOH campaigns can engage students and educators gearing up for the semester, with messaging focused on dorm furnishings, laptops, and classroom supplies.
Tesco’s back-to-school campaign via Clear Channel UK.

Contextual, relevant messaging

Crafting timely and relevant messages for your OOH ads can significantly enhance their impact—especially as inflation continues to influence how households prioritize their spending. According to the National Retail Federation, nearly half of back-to-school shoppers are delaying purchases to wait for better deals, making context-aware messaging more valuable than ever.

DOOH ads tailored to contextual settings or time-specific discounts can help capture a shopper’s attention and inspire action—whether it’s a limited-time offer near a big-box store or a reminder to stock up on supplies during the afternoon commute. You can take that agility even further by incorporating dynamic creative, allowing your messaging to automatically adapt based on real-time conditions.

Thanks to continued advancements in programmatic digital out-of-home (pDOOH), triggering dynamic ads is easier than ever. Advertisers can activate creative based on factors like weather, traffic conditions, time of day, special offers, or even nearby events. In some cases, ads can even be triggered by inventory status, such as displaying promotional discounts when a store has an overstock of merchandise.

Timing is key—schedule ads during the moments your audience is most likely to engage, like morning and afternoon commute windows, weekend shopping rushes, or after-work errand hours, to ensure your message reaches consumers when it matters most.

H&M promotes the back-to-school season during commuting hours via JCDecaux.

Amplifying digital reach with OOH

OOH advertising is not just about physical presence; it can also drive digital engagement. According to data from The Harris Poll and OAAA, 74% of mobile device users reported taking action on their mobile devices following recent exposure to DOOH ads, with actions ranging from online searches about advertisers to direct visits to advertiser websites and social media platforms. 

Integrating QR codes or short URLs into OOH ads can encourage viewers to visit an online store or follow or engage with a brand on social media to access a promo code for B2S shopping. Social media contests or giveaways with a B2S theme promoted on OOH creative can further drive engagement and increase a brand’s following.

Interested in getting started with DOOH this back-to-school shopping season?

The back-to-school season is a prime time for brands to connect with consumers and boost sales. Incorporating OOH into your marketing strategy is a strategic way to reach parents, students, and teachers where they’re at, increasing brand awareness and prompting them to take action. 

Explore curated audiences in our Retail package here!

Product News | October 11, 2021

Want to scale in-store digital signage the smart way? These costly missteps could undermine long-term growth

As retailers race to meet brand demand and tap into new revenue streams, many are rapidly rolling out digital signage as part of their broader retail media networks (RMNs). But in the rush to scale, it’s easy to make early decisions that quietly erode long-term flexibility, visibility, and control.

The way you structure your network — from how screens are managed to how content is delivered and measured — directly impacts your ability to scale effectively. And when speed is prioritized over strategy, foundational cracks often surface just as brand expectations are rising.

Whether you’re installing your first in-store screens or integrating an existing network into a broader retail media strategy, your setup should serve your business, your partners, and your shoppers without compromise. That’s where Broadsign’s new eBook, Owning Your In-Store Activation: A Playbook for Scaling In-Store Digital Signage Networks, comes in: a guide to scaling smart, staying in control, and building for the long term.

The following insights — pulled directly from the playbook — spotlight three of retailers’ most common missteps when scaling in-store media. Avoiding them early can help you protect long-term flexibility, unlock greater value, and stay in control as your network grows.

Why in-store, why now?

Retail media is one of the fastest-growing channels in advertising — and the physical store is its most underleveraged asset. While ecommerce has historically commanded retail media budgets, over 80% of U.S. retail sales still happen in-store. That’s a massive opportunity to engage shoppers at the point of purchase.

That momentum is building fast:

To capture that value, more retailers are turning to digital signage. With screens, contextual triggers, and access to first-party customer data, they can now deliver targeted, measurable campaigns right where buying decisions are made. From dynamic digital displays to mobile integrations and real-time content delivery, in-store environments are becoming high-impact media assets.

But unlocking that value — and making it work to your advantage — takes more than tech. It takes a strategy that puts you in control.

Retailers that act now, building scalable infrastructure and aligning their networks with long-term goals, will be better positioned to drive revenue, strengthen brand partnerships, and elevate the in-store shopping experience.

What in-store retail media looks like today

Modern in-store retail media is fast, flexible, and measurable. Gone are the days of static signage and lengthy campaign rollouts. Today’s in-store environments are powered by:

  • Endcap and shelf-edge displays for real-time, context-driven promotions
  • Checkout and kiosk screens to deliver targeted, personalized offers
  • Mobile integrations (e.g., dynamic QR codes, NFC) that bridge physical and digital touchpoints

The real power lies in data. With insights from loyalty programs, real-time signals like inventory or weather, and behaviour-based triggers (e.g. motion sensors, dwell time), retailers can automatically serve relevant content when it matters most — increasing engagement and conversion.

Common missteps that undermine retailer control

Before you scale, avoid these all-too-common traps, which can limit your flexibility, erode shopper trust, and ultimately impact your bottom line.

1. Prioritizing speed over strategic control 

Turnkey solutions from third-party platforms can be appealing. They promise fast deployment, minimal lift, and a steady demand pipeline from brand advertisers. But this speed can come at the cost of flexibility. These models often involve rigid contracts, limited customization, and closed systems that don’t integrate easily with your existing operations. Those early decisions can box you in as your network scales, restricting how you deliver content, leverage data, or monetize your screens.

“The best long-term value comes from owning the data and being the front door for how retail media is bought,” says Troy Townsend, CEO of Zitcha. “This is about building enterprise value.”

2. Letting fragmentation create friction

Retailers often launch in-store media programs without standardized systems or shared goals across internal teams. The result? Fragmented networks that are hard to manage and even harder to measure. According to the Path to Purchase Institute, consumer goods companies now work with an average of six retail media networks, a number that’s expected to nearly double by 2026. That fragmentation creates a real challenge for retailers: proving performance and standing out to advertisers.

In-store adds even more complexity. Factors like screen location, shopper flow, and dwell time vary from store to store, making it hard to compare results without standardized reporting. To scale effectively, you need more than screens. You need a connected ecosystem, a unified measurement strategy, and a clear operational playbook.

3. Letting content chaos dilute the shopper experience

You’ve invested in digital screens — now what do you show on them? This is where many retailers hit a wall. Without a coordinated strategy across teams (media, marketing, merchandising, store ops), everyone competes for screen time, leading to:

  • Conflicting messages
  • Missed opportunities for targeted content
  • Visual overload that confuses shoppers and weakens campaigns

Media campaigns are often treated like old-school packages — booked by week or location, with no real audience targeting or dynamic scheduling. That approach might fill screens, but it fails to align with shopper context or brand expectations.

“That lack of screen- or audience-level targeting creates real operational challenges,”
says Jorge Bueno, CEO of Shoppermotion. “Without the right infrastructure, the only option is to run the same ads across all screens at once.”

The result? A disjointed experience that under-delivers for everyone.

Own your growth — before someone else defines it for you

These pitfalls aren’t just operational challenges — they’re symptoms of a deeper issue: giving up too much control over how your network runs, scales, and delivers value.

Taking back control doesn’t mean building everything yourself. It means:

  • Choosing partners who align with your goals
  • Building infrastructure that supports flexibility and interoperability
  • Retaining ownership of the data, processes, and strategy that shape your success

Retailers that define these boundaries early are better equipped to scale their networks purposefully and turn their in-store footprint into a long-term competitive advantage.

Ready to take back control?

Owning your in-store activation doesn’t mean doing it all alone. It means making smart, strategic decisions about your infrastructure, partners, and operations — and building a network that works for you, not the other way around.

Download the complete Owning Your In-Store Activation playbook to explore the key decisions that shape in-store success and learn how to structure your network for long-term, scalable growth.

Product News | October 11, 2021

Digital out-of-home for retail: Strategies to reach consumers along the path-to-purchase

As of early 2025, consumers were spending over $555 billion each month on retail, but only 18.9% of that happened online. Despite ongoing digital growth, 45% of shoppers still prefer brick-and-mortar stores as their primary channel, and 72% visit physical locations weekly, according to Capital One Shopping.

These habits reflect a fluid decision-making process. With 82% of purchases made in-store—and 62% driven by impulse—advertisers have a powerful opportunity to influence shoppers at the point of decision.
Digital out-of-home (DOOH) advertising is key to capturing that moment. It grabs attention, builds awareness, and connects online engagement to in-store action, creating a more seamless and impactful customer journey.

Turning retail challenges into opportunities with DOOH

Retail is evolving fast, with fragmented journeys, higher shopper expectations, and growing pressure to turn online engagement into store traffic. Traditional digital ads often miss the mark—skipped, blocked, or ignored at key moments.

Digital OOH offers a powerful alternative, reaching consumers during daily routines like commuting, shopping, or socializing. These unavoidable brand moments drive both awareness and action. According to OAAA and Morning Consult, 42% of consumers say OOH ads impact their in-person shopping decisions, and once inside a store, 75% still notice those ads. Meanwhile, a global study reveals 56% of shoppers purchased an item featured in a DOOH display, with most of those purchases (65%) being unplanned.

As brands adapt to shifting consumer habits, OOH bridges the gap between online and offline, delivering meaningful, measurable results right where buying decisions happen. Here’s how to make it work.

Drive foot traffic to purchase locations

As digital noise intensifies, brands are turning to OOH to drive real-world results. It’s a high-impact, last-mile tool that reaches consumers at key moments with location-relevant prompts. In fact, research from Talon Outdoor shows 59% of shoppers are likely to buy within 30 minutes of seeing an OOH ad, highlighting its power as a last-mile driver.

Smart OOH strategies leverage proximity, timing, and context to turn awareness into action. For instance, proximity-based targeting helps reduce friction along the path-to-purchase by delivering messages when and where shoppers are ready to act, whether that’s during a commute, while running errands, or browsing in a high-traffic retail zone.

To maximize impact, marketers can:

  • Appeal to price-sensitive consumers by highlighting promotions, limited-time deals, or exclusive in-store offers. With 41% of shoppers willing to switch stores or brands to save money, these cues can be powerful motivators.
  • Use high-visibility screens in key pedestrian zones (like digital billboards and urban panels) to build upper-funnel brand awareness and capture attention early in the customer journey.
  • Incorporate interactive or time-sensitive messaging in long-dwell environments, like transit hubs where people spend between 5-15 minutes on average, offices, and casual dining venues. These venues are ideal for more detailed storytelling or promotional offers.
  • Drive urgency with last-mile tactics by promoting local store locations, curbside pickup options, or real-time stock availability, prompting immediate visits.
  • Align messaging with seasonal moments, like back-to-school or the holidays, when audiences are already in a buying mindset.

Success story: Holt Renfrew’s strategic DOOH campaign

Holt Renfrew, Canada’s largest fashion and lifestyle retailer, offers a strong example of strategic digital OOH execution. When Nordstrom exited the Canadian market, Holt Renfrew moved quickly to capture market share among key demographics.

Leveraging geofencing to target areas surrounding closing Nordstrom locations, the campaign activated ads across high-traffic formats like billboards, bus shelters, and urban office buildings within close reach of its core audience. In total, 200 ads ran across seven Holt Renfrew markets, including residential neighbourhoods strategically selected through consumer mapping. Over ten weeks, the campaign drove more than 400,000 store visits, showcasing how smart placement, audience insights, and well-timed messaging can deliver real-world results.

Integrate online and offline journeys

Boosting online sales and engagement starts with smarter, more personalized OOH. By leveraging first-party data, like loyalty program activity or past purchase behaviour, brands can deliver targeted creative that speaks directly to individual shoppers. Interactive elements like QR codes, touchscreens, or social media prompts embedded in DOOH campaigns make those messages instantly actionable.

Viewers can scan a QR code with their phone, triggering an immediate redirect to a microsite, product page, or mobile wallet offer. Saved deals can then prompt timely reminders based on location or expiration, keeping the brand top of mind. Every interaction—from the scan itself to timing and location—is tracked and analyzed, turning passive impressions into valuable insights.

This closed-loop approach bridges physical and digital touchpoints while enabling continuous optimization. And with 76% of consumers taking mobile action after seeing a digital OOH ad, the opportunity for meaningful engagement—and measurable results—has never been greater. From website visits and app downloads to conversions and social shares, interactive DOOH empowers brands to connect, convert, and learn in real time.

Boehringer Ingelheim’s DOOH campaign for Frontpro featured dynamic QR codes that invited passersby to engage with the ad, driving awareness and contributing to a 254% lift in positive brand perception.

Target the right audience with smarter segmentation

Not every shopper engages with the same message or environment. Luxury buyers, for instance, respond to exclusivity and aspirational messaging. Target them in premium urban areas with sleek visuals, minimal copy, and high-end lifestyle cues. Digital billboards and urban panels near luxury retailers or in high-income neighbourhoods help reinforce brand prestige. Value-driven shoppers, on the other hand, are motivated by savings and practicality.

To maximize OOH impact, brands must tailor their creative and placement to their audience and context Some examples include:

  • Bargain Shoppers (ages 55–64) and Department Store Shoppers (primarily women in the same age group) are often found browsing malls and retail corridors in search of deals. Use OOH screens in malls, transit stations, and shopping areas to promote limited-time offers or loyalty incentives.
  • Daily Deal Consumers, who span all age groups and skew female, respond well to time-sensitive promotions. Highlight coupon codes, mobile savings, or QR-driven discounts using interactive formats in long-dwell venues like casual dining spots, grocery stores, or point-of-care locations.
  • Holiday Shoppers, who emerge seasonally and lean slightly female, are driven by urgency and convenience. In the lead-up to peak retail periods, focus OOH messaging on gift guides, holiday exclusives, and extended store hours.
  • Gen Z and Millennials are drawn to bold visuals, interactivity, and values-driven messaging. Use QR codes or social prompts to drive mobile engagement and connect them to exclusive content or offers. Prioritize placements in transit hubs, urban panels, and social venues, with messaging tied to causes like sustainability or inclusivity.

Measure success and optimize campaigns

With DOOH, retail marketers can go beyond basic awareness metrics to track high-value actions—like in-store visits, footfall traffic, online purchases, and app interactions—offering a clearer view of how OOH drives shopper behaviour from discovery to conversion. Attribution connects these insights to broader media performance, revealing how OOH works alongside digital, social, and in-store efforts to boost engagement and sales.

Modern OOH campaigns come equipped with robust measurement tools, including:

  • Mobile location data: Understand how shoppers engage with OOH ads and whether they visit a store or interact online afterward.
  • Footfall analysis: Measure physical store traffic tied directly to campaign exposure.
  • Sales lift studies: Track the revenue impact of targeted OOH campaigns across specific products or categories.
  • Brand lift studies: Assess how OOH influences brand recall, purchase intent, and favorability during key shopping moments.

The future of retail isn’t purely digital or physical—it’s a blend of both. Out-of-home advertising connects these worlds, guiding shoppers from screens to storefronts with relevance, impact, and intent. By combining smart targeting, engaging creative, and measurable outcomes, OOH turns moments of attention into moments of action—bridging the gap between awareness and conversion in a way few other channels can.

Ready to maximize your digital out-of-home investment? Explore curated audiences in our Retail package here!