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

First-party data in digital OOH: What it is and how to leverage it

Digital out-of-home is growing fast, with global spend expected to surpass $20 billion by the end of the year, according to the World Out of Home Organization. As the medium scales, it’s also evolving from broad-reach awareness to more data-driven, audience-first strategies. This shift is making first-party data more important than ever, especially as third-party cookies dwindle and privacy regulations tighten. 

Put simply, today’s advertisers are looking for more than just reach—they want precision, personalization, and contextual relevance, even in a traditionally one-to-many channel like OOH. First-party data delivers on that need, offering a privacy-safe and cost-effective way to engage real customers based on actual behaviour and intent. And with modern DOOH platforms making it easier than ever to activate data, brands can now drive better targeting, stronger performance, and a more connected omnichannel experience.

To understand how to make first-party data work in digital out-of-home and outdoor advertising, it’s important to start with the basics, unpack the common barriers, and explore the tools and tactics that make activation possible today.

What is first-party data, and why is it so valuable?

First-party data is information a brand collects directly through its channels, based on real customer interactions or touchpoints. Examples can include actions like pages viewed, time spent on a website, items added to cart, app usage patterns, purchase history, loyalty programs, and more. Because it’s based on actual behaviour within your own ecosystem, and not inferred or purchased, first-party data gives brands a reliable, privacy-safe foundation for targeted, high-impact campaigns.

Tailoring messaging to real audiences and high-value prospects leads to more relevant and effective campaigns. This kind of personalization drives stronger performance, from increased engagement to higher conversion rates. It’s also more cost-efficient, since the data is already owned by the brand and doesn’t require additional spend to access—just the opportunity to activate it more strategically.

Barriers to smarter DOOH campaigns

Despite the growing potential of first-party data, many advertisers still face structural and technical challenges when it comes to putting it into action, especially in outdoor advertising and DOOH environments. Here are a few of the most common barriers: 

  • Data silos between CRM and media teams: In many organizations, the teams responsible for customer data, like CRM, loyalty, or analytics, operate separately from the teams planning and executing media. Without shared systems or workflows, valuable first-party data often stays locked away in internal platforms, disconnected from the tools used to build and target DOOH campaigns.
  • Technical limitations have made first-party data harder to activate: Bringing first-party data into DOOH hasn’t always been straightforward. Many demand-side platforms (DSPs) lacked the flexibility to support custom data uploads, limiting brands to pre-packaged third-party segments. When activation was possible, it often required custom integrations, manual workarounds, or higher campaign spend—barriers that slowed adoption and limited the ability to fully tap into valuable audience insights.
  • Perceptions around cost and complexity still linger: Brands may assume data onboarding is expensive, time-consuming, or reserved for large-scale campaigns. But many platforms now offer flexible, self-serve tools or managed support to help teams onboard everything from simple geo lists to advanced CRM segments.

Key considerations and best practices for activating first-party data in DOOH

With the right foundation, audience data can be a powerful driver of performance in DOOH. From preparing your data to choosing the right platforms, here are key considerations and best practices to help you activate it effectively.

Start with a DSP built for data-driven campaigns

Activating your own audience data in DOOH campaigns used to be a heavy lift, requiring custom integrations, technical support, or large-scale media budgets. Today’s DSPs, however, are built to be more flexible and data-friendly. Modern DSP platforms like OutMoove, for example, make it easier to activate customer data with minimal friction, giving advertisers full control over how data is used, where it comes from, and how it impacts campaigns. 

Advertisers can use data they already have, like postal codes tied to customer addresses, loyalty program lists, or CRM segments based on purchase history. Many also incorporate behavioural signals like recent website activity to build high-intent audience segments—all without needing to reinvent their targeting strategy.

The benefits? Smarter targeting, stronger performance, and more efficient spending. By using audience insights to go beyond broad awareness, advertisers can connect with people who are more likely to take action. This reduces waste, helping teams focus their budget on audiences that have already shown interest or intent.

Expand reach with multi-layered targeting 

Platforms like OutMoove support layered targeting, allowing you to start with your own audience, like loyalty members or recent store visitors, and expand reach by adding third-party segments based on foot traffic patterns, purchase intent, or lifestyle traits. For example, a brand could target its existing in-store shoppers and layer on third-party data to find others who frequently visit similar retail environments. This kind of multi-layered approach unlocks more precise, personalized campaigns without relying solely on broad demographic filters.

Deliver ads at the right time with real-world triggers

Moment targeting allows brands to activate ads based on real-world conditions like weather changes, traffic flow, sports scores, or time of day. These dynamic triggers help ensure your message appears when it’s most relevant, making your media spend more efficient and impactful.

Beyond standard conditions, many platforms now support custom triggers powered by business-specific data. Whether tied to a regional promotion, local event, or time-sensitive inventory, these inputs can be used to control when and where ads appear. This flexibility allows campaigns to align with meaningful moments that drive both relevance and results.

Align with data standards and industry guidelines

While fragmentation across buying methods and data standards has historically made it harder to apply audience data in DOOH as seamlessly as in digital, the industry is making important strides toward alignment, especially around measurement, data integrity, and audience definitions.

Initiatives like the IAB’s Digital Out-of-Home Measurement Guide are helping set a foundation for scalable, data-led campaigns. Introducing standardized metrics gives advertisers more confidence in campaign performance and supports better data collection, impression validation, and privacy compliance under frameworks like GDPR and CCPA. This growing alignment strengthens trust, improves transparency, and simplifies automated buying, making it easier for brands to activate audience data and run more effective, measurable DOOH campaigns.

As digital out-of-home advances, audience data is becoming a key driver of smarter, more impactful campaigns. With the right strategy and tools in place, advertisers can move beyond broad awareness to reach the right people at the right time. 

Ready to see how your data can drive smarter DOOH campaigns? OutMoove gives you the tools to plan, activate, and optimize with ease. Learn more here.

Product News | October 11, 2021

From prime locations to real-time content: How MIB powers effective DOOH campaigns in Indonesia

In Indonesia’s dynamic advertising landscape, PT Media Indra Buana (MIB) has established itself as a trailblazer and one of the country’s most influential players in the out-of-home (OOH) and digital OOH (DOOH) advertising industries. As a region pioneer, MIB continues to redefine urban media spaces with innovation, strategic placement, and a commitment to sustainability.

Driving growth and innovation in OOH advertising

MIB’s mission is deeply rooted in driving the growth, innovation, and effectiveness of Indonesia’s OOH advertising sector. Its focus goes beyond traditional display solutions—the company is committed to developing advertising strategies that maximize engagement and visibility, while actively shaping the industry’s future through ongoing innovation.

From being a pioneer in digital formats that captivate audiences to securing prime high-traffic locations like the façade of Grand Indonesia (GI), Plaza Sentral, and IDX, MIB ensures its clients’ messages reach the right eyes at the right time. The company also leads the charge in sustainability by using eco-friendly materials and adopting energy-efficient digital display technology.

In addition to cutting-edge practices, MIB prides itself on forging strong industry partnerships and maintaining a customer-first service philosophy that has solidified its reputation as a trusted partner for brands.

Harnessing the power of digital OOH

MIB’s digital screens are more than just advertising platforms; they’re content hubs designed to capture attention and inform. Viewers encounter a variety of programming, including advertisements, public service announcements, live event streams, weather updates, interactive campaigns, and programmatic content, all curated to fit the rhythm of Indonesia’s bustling public spaces.

For MIB, the most exciting aspect of DOOH advertising lies in its adaptability. Real-time content updates, interactivity, and advanced analytics empower brands to fine-tune their campaigns on the fly. Integration with digital campaigns ensures advertisers can deliver cohesive and responsive marketing messages that resonate across channels.

Strengthening strategies with Broadsign

The company’s pursuit of digital excellence led to its partnership with Broadsign, a global leader in OOH software solutions. Commenting on this collaboration, Ruri Liasari, Head of Marketing at PT Media Indra Buana, shared:

“We chose to collaborate with Broadsign due to its outstanding reputation in the DOOH ecosystem. Broadsign’s robust software enables seamless content management and real-time delivery across our digital signage platforms. This partnership perfectly aligns with MIB’s goal of optimizing advertising strategies and enhancing operational efficiency.”

Broadsign is helping revolutionize MIB’s advertising operations through state-of-the-art content and network management service solutions that dramatically simplify digital signage management at scale. With effortless content scheduling powered by automated workflows, the Broadsign Platform enables MIB to manage and automate its entire DOOH media operations across its network. 

The platform’s intelligent media management capabilities allow MIB to simply set the rules for when and where content should play, while providing full visibility into network performance through comprehensive, in-depth reporting capabilities. This advanced content and campaign management solution not only streamlines operations but also empowers MIB to effectively monetize its screens by seamlessly integrating advertising content, transforming its network into a highly efficient, revenue-generating advertising ecosystem.

A bold vision for the future

Looking ahead, MIB plans to strengthen its position as an innovator in the space by continuously exploring new creative formats, securing more high-traffic locations, and expanding its renowned after-sales service. With iconic landmark locations already part of its portfolio, the company’s growth strategy is firmly rooted in offering visibility and value.

As Indonesia’s urban environment evolves, MIB remains committed to pushing the boundaries of DOOH advertising, delivering campaigns that are not only impactful but also sustainable and future-ready.

Want to grow your out-of-home network? Schedule a demo to see how we can help make that happen!

Product News | October 11, 2021

Leading DOOH innovation in the Dominican Republic with Signmaster

Signmaster is one of the leading digital out-of-home (DOOH) operators in the Dominican Republic, with a rapidly growing presence across major cities and tourist hubs. Its mission is to strategically and creatively connect brands with audiences through innovative, sustainable, and tech-forward outdoor advertising.

Through its partnership with Broadsign, the company has streamlined operations and adopted scalable programmatic solutions, advancements that have been central to its continued growth and transformation.

A DOOH network built for impact 

Since its founding in 2010, Signmaster has steadily expanded its footprint across the Dominican Republic. A 2021 merger with another major player accelerated that momentum and further cemented its position as a leader in the DOOH space.

Today, the company operates a network of more than 250 digital screens in high-traffic, high-visibility locations nationwide, including:

  • Santo Domingo, the capital and commercial hub
  • Santiago, a key residential and business center
  • Bávaro and Punta Cana, two of the Caribbean’s most visited destinations
  • Punta Cana International Airport, offering access to both local and global audiences

Screens are strategically positioned along busy avenues, retail corridors, residential areas, and key transit points, ensuring brands can reach diverse audiences throughout the day. With over 102 million monthly impressions, Signmaster delivers one of the region’s most scalable and impactful DOOH networks, featuring ad campaigns, public service messages, and real-time updates like weather and traffic. It also supports programmatic campaigns, interactive content, and even traditional print-style campaigns, giving brands the flexibility to tailor their messaging for maximum impact.

Expanding creative possibilities with 3D screens and programmatic innovation

Signmaster continues to push the boundaries of DOOH through investments in creative formats and smarter advertising solutions. By the end of the year, the company plans to launch 10 new 3D digital screens, starting with a marquee installation at the Aloft and Marriott Hotels in Santo Domingo. Modelled after the iconic 3D billboard in Los Angeles, this debut is part of a broader push to deliver immersive brand experiences in premium, high-traffic environments, helping advertisers stand out with high-impact storytelling designed to captivate audiences in real time.

Looking ahead, Signmaster is also exploring building mapping as a next-generation format, turning physical structures into interactive canvases and extending DOOH beyond the screen. All new formats, including 3D and mapped displays, will run on the Broadsign platform, enabling centralized control, flexible scheduling, and seamless integration.

To meet advertisers’ evolving needs, Signmaster is advancing its data and programmatic capabilities. Through a trusted third-party provider, it offers transparent audience insights that help brands better understand reach and performance, crucial in a region where programmatic DOOH is still emerging. As one of the few providers enabling programmatic buying in the Dominican Republic, Signmaster is leading the shift toward automated, data-driven media by educating the market and simplifying the buying process.

Advertisers also benefit from end-to-end support, including technical guidance, creative recommendations, performance reporting, and placement evidence, all designed to ensure a smooth, scalable, and accountable buying experience.

Powering performance and scale with Broadsign

As Signmaster’s network has expanded, so has the need for a reliable, flexible platform to manage operations and enable smarter, more efficient buying. Since partnering with Broadsign in 2023, the company has streamlined how it schedules, manages, and monetizes its inventory.

Today, 100% of its inventory runs on the Broadsign Platform. The system delivers the scalability and automation needed to keep pace with rapid growth, allowing the team to schedule campaigns efficiently, centralize screen management, and enable secure, flexible programmatic transactions. It also supports emerging creative formats like immersive 3D experiences and data-integrated campaigns.

Broadsign powers more than content delivery; it supports Signmaster’s broader tech ecosystem by enabling audience analytics, real-time content like traffic and weather, and seamless programmatic integration. This has allowed the company to streamline operations while unlocking new opportunities for creative execution, measurable performance, and automated sales, laying the foundation for continued growth and leadership in the Dominican DOOH market.

“We chose Broadsign for its robustness, automation, and scalability. It allows us to schedule campaigns efficiently, centralize control of the entire network, and enable programmatic sales in a secure and flexible manner,” says Yesica Abreu. “It has also helped improve incident management and operational efficiency, thanks to responsive support and consistent communication.”

Want to grow your out-of-home network? Get in touch to see how we can help make that happen!