Product News | October 11, 2021

Our 25 Favourite OOH and Billboard Ads of 2024

As we look back on 2024, it’s impossible not to marvel at the creativity and innovation that lit up the world of out-of-home (OOH) advertising. This year brought us clever strategies, striking visuals, and campaigns that turned everyday spaces into engaging experiences. 

From innovative 3D billboards to campaigns that sparked conversations and captured attention, OOH reminded us why it’s one of the most impactful and creative advertising channels out there. Let’s take a look at some of the standout OOH and billboard campaigns that defined the year.

Decathlon turned outages into adventures

When the world was hit by a major IT outage in July, sporting goods retailer Decathlon turned a tech fail into a win with a witty DOOH campaign. Mimicking Microsoft’s error screen message (infamously dubbed the ‘blue screen of death’), the brand switched its OOH buys within 24 hours of the crisis. The result? Ads that playfully urged: “Outage? Get outside.”

The campaign doubled as a promotion, offering 50% off outdoor gear and directing viewers to shop online via a QR code, reaching millions of Canadians in the process. Developed by Rethink and executed with the help of Cossette Media, the initiative turned a widespread disruption into a creative opportunity, proving that when screens go dark, the outdoors is always open.

NYC Landmarks60 Alliance and OUTFRONT Media tested NYC knowledge, one question at a time

New Yorkers put their Big Apple knowledge to the test with a citywide trivia campaign launched by the NYC Landmarks60 Alliance and OUTFRONT Media. Celebrating the 60th anniversary of the NYC Landmarks Law, which introduced more widespread historic preservation, the seven-month long Trivia Moments competition displayed daily questions related to the city’s iconic sites and rich history. 

The DOOH displays were activated on digital screens across the NYC’s five boroughs, inside subway stations, and at MTA transit entrances. Trivia fanatics could scan dynamic QR codes to answer questions and learn more about historical moments. Plus, those who registered for an account could rack up points throughout the week, with top players featured on leaderboards displayed on digital screens around the city, including in Times Square. Weekly winners received a seven-day subway or bus pass valued at $34. It was a great way to educate New Yorkers and beyond on the city’s heritage in a fun and engaging way – proving that in the city that never sleeps, knowledge never takes a break.

E.l.f Beauty called out inequality in corporate America

E.l.f. Beauty made waves in U.S. corporate boardrooms with its bold OOH campaign, So Many Dicks. Positioned at key transportation hubs near Wall Street, the campaign highlighted an eye-opening reality: more men named Richard, Rick, or Dick sat on the boards of U.S.-based companies listed on the NYSE and NASDAQ than women from minority groups—across nearly 37,000 board members. The headline, “It’s ok to be a Dick. But America’s boardrooms need more of everyone else,” grabbed the attention of the many analysts, brokers, and execs passing by. Developed with purpose-driven agency Oberland, the campaign is part of e.l.f.’s broader “Change The Board Game” initiative, pushing for greater corporate diversity.

Beyond the provocative message, e.l.f. also highlighted its own commitment to diversity, showcasing a board made up of two-thirds women and one-third diverse representation—one of only four publicly traded U.S. companies to achieve this milestone. The payoff has been impressive, with e.l.f. becoming one of the fastest-growing companies on the NYSE, its stock soaring over 1500% in just five years. At a time when many companies were retreating from DEI commitments, e.l.f. showed corporate America not only where it was falling short but also the significant rewards that come with embracing diversity and change.

LiveOnNY proved that sometimes, what’s missing speaks volumes

LiveOnNY, a nonprofit dedicated to advancing organ and tissue donation, asked New Yorkers to help the city “live on” by becoming organ donors. Running for three months across the New York City area transit services, including Metro-North Railroad, LIRR, and the subway system, the public service OOH campaign gave the iconic “I Love NY” logo a twist by removing the heart altogether. Instead, the message simply read: “New York needs organ donors.”

It was a bold, straightforward approach that captured attention and delivered a powerful call to action. Created with DeVito/Verdi advertising agency, the campaign showed that sometimes less really is more. We heart this message.

Nike’s NYC Marathon campaign was miles ahead

Nike may not have officially sponsored the NYC Marathon, but they sure owned it with their savvy OOH campaign. While other brands focused on promotion, Nike understood what really matters: emotional connection. They kept it simple, featuring Nike’s signature swoosh alongside the word “Run,” creating moments that resonated with runners from the Staten Island Ferry to Central Park. The best partnerships aren’t about slapping a logo on a banner—they’re about enhancing the experience, and Nike did just that.

Despite New Balance being the official sponsor (awkward!), Nike went all in, securing prime OOH placements along the marathon route. Their clever taglines—like “Running is awful. I love it,” “People will talk about today’s commute for years,” and “You’ve come hundreds of miles to get here. Only 26.2 to go”—captured the spirit of the race and spoke directly to the runners’ journey. We appreciate how Nike didn’t try to appeal to everyone; instead, it focused on a specific audience at the perfect moment, making an authentic, memorable connection that amplified the marathon experience.

Specsavers’ airport ads were a sight to behold

Specsavers took airport humour to new heights with its latest digital OOH campaign, catching travellers off guard with witty misdirection. At Sydney Airport, a “Welcome to Melbourne” billboard had arrivals doing double takes while drivers leaving Melbourne Airport faced an equally amusing “Welcome to Sydney” message. The subtle punchline? The brand’s classic slogan, “Should’ve gone to Specsavers,” was cleverly placed in smaller font to tie it all together.

This playful stunt is part of its broader Should’ve campaign, showcasing the relatable mishaps that can arise from poor vision. More than just a good laugh, it served as a timely nudge for Australians to prioritize eye health ahead of the busy holiday travel season. Specsavers has once again delivered an ad campaign with sharp wit and a clear message—proof that a little humour goes a long way in making a serious point.

Coca-Cola crushed it with its bold call to action

Coca-Cola turned heads with its OOH campaign, Recycle Me, turning its iconic logo into a call to action for sustainability. To inspire consumers to recycle, the soft drinks brand reimagined its famous logo by mimicking the look of real crushed Coke cans, with each OOH display featuring a unique “crushed” design. It’s a bold, creative way to make recycling part of the Coca-Cola experience while showcasing the brand’s commitment to its ‘World Without Waste’ strategy.

Developed by WPP Open X and led by Ogilvy New York, the campaign made waves across OOH and DOOH platforms in Latin America, as well as in print and social media. Tying the message to the brand’s global goal of 100% recyclable packaging by 2025, Coca-Cola proved that creativity can play a crucial role in driving environmental change. It was a smart way to combine product recognition with purpose, reminding us to crush, recycle, and repeat.

Babybel’s peelable 3D billboard was anything but cheesy

Babybel took “peel and reveal” to a whole new level this year with a giant 3D billboard activation in Manchester and London. As part of its Let the Goodness Begin campaign, the French cheese brand’s well-known red wax casing was transformed into a playful out-of-home experience that was hard to miss. 

Partnering with BETC and Spark Foundry, the OOH ad featured an actor on a ladder dramatically peeling back the billboard to reveal the familiar Babybel cheese beneath. In our opinion, outdoor advertising works best when it’s true to the brand’s spirit, and we think this one perfectly captured Babybel’s fun nature. Not cheesy in the slightest! 

KFC’s Tower Burger ads were a towering success 

Fast-food giant KFC thought big—literally—with its Tower Burger campaign, proving that when it comes to showcasing size, rules are meant to be broken. Launched in collaboration with Mother London agency, the campaign used special-build OOH formats to highlight the burger’s impressive stature. Vertical ads were placed in horizontal spaces to create an intentional mismatch that emphasized just how colossal the Tower Burger was. 

This larger-than-life campaign was part of an omnichannel approach that spanned TV, where ads featured the disclaimer, “The following commercial is too tall for TV,” as well as social media and more. The creative approach was as bold as the burger itself, featuring a close-up of the KFC chicken fillet stacked with a hash brown and cheese. We love how the ads turned the unexpected into a standout feature, using clever media placements to grab attention and deliver the message with impact. Big media and big burgers? Consider us fans. Well done, KFC.

London’s Piccadilly Lights was triumphant with a multi-brand Gladiator activation

On November 8, Piccadilly Lights took a dramatic step back in time—211 AD, to be precise—as Paramount Pictures and a lineup of iconic brands transformed London’s famous screen into an eye-catching stone mosaic for the movie release of Gladiator II. The film production company worked with Samsung, Trainline, TK Maxx, and LEGO to turn their ads into striking stone artwork, reimagining modern branding through the lens of the Roman Empire.

The colossal OOH collaboration was packed with creative touches. Samsung showcased its Neo QLED TV with a gladiator mesmerized by a rhino leaping from the screen. Trainline replaced a modern train with a Roman chariot under the tagline “Your carriage awaits.” TK Maxx introduced itself as “Maxximus,” promoting premium brands at heroic prices. LEGO invited audiences to “build Rome in a day” with its LEGO Icons sets, while Paramount displayed carved visuals of the Gladiator II cast. Out-of-home advertising is one of the oldest forms of marketing, which makes this activation’s blend of ancient art and modern creativity all the more impressive. A true champion in our books. 

Apple’s Made on iPad campaign stretched creativity

Apple may not have been an official Olympics sponsor, but its Made on iPad campaign definitely stuck the landing when it came to showcasing the product’s creative potential. Timed to coincide with the Paris 2024 Games, this OOH activation showcased 23 quirky illustrations by French artist Simon Landrein across billboards in Paris and Marseille.

The vibrant ads featured bendy, stretchy “athletes” engaging in everyday activities with an athletic twist—think grocery weightlifting or tennis. While the campaign avoided directly mentioning the Olympics, the sporty themes cleverly nodded to the event, proving you don’t need to name-drop to make an impact. With a mix of humour, striking visuals, and contextual timing, Apple claimed gold in the OOH game without needing an official sponsor spot.

ZipRecruiter’s election-themed ads got our vote

Our list of this year’s best OOH and billboard ads wouldn’t be complete without mentioning the U.S. election (don’t worry, we’re steering clear of political commentary). What we will highlight is how ZipRecruiter took the phrase “right person for the job” to new heights with its election-themed OOH campaign, proving that even hiring ads can stand out during a busy political season.  While many brands steer clear of election-related content, the hiring platform cleverly used the moment to highlight the importance of finding the right candidate—whether for public office or the workplace.

We loved how the brand stayed timely and relevant without aligning with any political party. The campaign struck just the right balance, using smart, contextual messaging to engage audiences during a time when candidates were top of mind. Navigating election season in advertising is no easy task, but ZipRecruiter delivered a bold and brand-safe strategy. This campaign gets our vote for making the most of the moment.

The Ordinary’s skincare billboards were anything but ordinary

Skincare and beauty brand The Ordinary challenged traditional beauty advertising this year with its outdoor advertising campaign. Instead of using celebrities or picture-perfect models like most skincare brands, The Ordinary went for bold, minimalist OOH ads that let the science behind their products take the spotlight. Partnering with creative agency Uncommon, they created text-based billboards that combined transparency with humour.

One billboard read, “People find it odd that we don’t name our products. We tried it once. But scientists are terrible copywriters. So we stuck with Hyaluronic Acid.” Another declared, “Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in Biochemistry.” We love how the brand skipped flashy visuals and focused on clear, honest messaging, reinforcing its commitment to transparency and science. Simple can definitely be extraordinary.

Keep Britain Tidy lit up the fight against litter

Keep Britain Tidy sparked conversation and action with its interactive DOOH campaign, Box Your Butts, designed to curb cigarette litter. In partnership with VCCP London and digital experience agency Bernadette, the UK-based environmental charity tackled a common issue—discarded cigarette butts—by addressing the main reason smokers litter: a lack of nearby bins. 

The campaign introduced “Butt Boxes”—portable ashtrays that offer smokers a convenient and responsible way to dispose of their cigarettes. Equipped with a smoke detector, the DOOH display triggered a special animation of Drake the Duck, the Keep Britain Tidy mascot, tapping at the screen when smokers approached. As they got closer, the ad invited passersby to press a button to receive a free Butt Box, accompanied by the line, “Cigarette butts are rubbish.” Strategically placed in a high-traffic area in Birmingham, the bold visuals and interactive design made the message impossible to ignore, encouraging smokers to rethink their habits with a practical solution.

Branded Cities celebrated Mother’s Day with the Mother of all billboards

We all know that moms are superheroes, but this year, OOH specialist Branded Cities went above and beyond to remind us of this with supersized billboards celebrating North America’s Mother’s Day. With stunning 3D displays lighting up Toronto’s Eaton Centre and New York’s Nasdaq building, these digital activations delivered heartwarming visuals that struck a perfect balance between creativity and sentiment.

In addition to celebrating mothers and mother figures, these billboards remind us how OOH can do more than grab attention—it brings people together and spreads a little joy.

ESPN and NFL’s 3D billboard scored big

The NFL’s 2024 divisional team reveal was anything but ordinary, thanks to a jaw-dropping 3D billboard activation created in collaboration with BCN Visuals. Taking over the massive LED screen on the facade of Los Angeles’ Moxy and AC Hotel Downtown—the largest continuous display on the West Coast—the campaign turned sports advertising into an unforgettable visual experience.

Flying footballs and helmets wove through a futuristic, Tron-like maze, showcasing team logos and building up game-day hype. ESPN and the NFL proved that digital OOH and sports advertising the ultimate pair, blending creativity, energy, and technology to bring the game to life.

Vegemite spread the love for Taylor Swift

Vegemite rolled out the welcome mat for Taylor Swift in the most Australian way possible—with a clever billboard along Melbourne’s Tullamarine Freeway. As the global superstar arrived for the Australian leg of her Eras Tour, the ad greeted her with the message: “From one icon to another, welcome to Australia!” A friendship bracelet even wrapped around the beloved jar of Vegemite—a nod to the Eras Tour fan culture and the enduring tradition of Swifties exchanging bracelets.

The billboard, strategically placed on the route from Melbourne Airport to the central business district, went live at 10 p.m. on Wednesday, February 14, to coincide with Swift’s understated arrival. Showcasing the big business power of the Eras Tour, the DOOH ad highlighted Vegemite’s knack for merging national pride with pop culture. It’s not every day a breakfast spread shares the stage with a global superstar, but Vegemite delivered.

Sky Sports aced it with its tennis channel ads

Sky Sports served up something special to promote the launch of its new tennis channel, proving that static OOH doesn’t need to be boring. Working with Fallon agency, the broadcaster unleashed giant 3D tennis balls across London in a campaign that was as playful as it was unmissable.

One installation featured a massive tennis ball “stuck” in a fence, perfectly capturing the relatable moment of a shot gone wrong. Another ad recreated a towering tube of tennis balls you’d typically find at the store, only on a much grander scale. The playful designs brought tennis to life in unexpected ways, aligning perfectly with the energy and excitement of the sport. Big OOH is a hit in our books. 

Hellmann’s served up the real deal

Hellmann’s made a bold move this year by putting its competitors front and center in The Imitation Jar campaign, reminding everyone that while the mayo aisle might be crowded, there’s only one true classic. With 20 lookalike jars displayed on the OOH ads, the campaign highlighted the blue-and-yellow sea of similar labels—but made it clear that imitation stops at the taste.

We love how Hellmann’s leaned into its iconic status without even showing its own label, letting its reputation and flavour speak for itself. The clever use of competitors’ branding created a visual statement that was impossible to ignore, especially for anyone who tried to find “their mayo” on the shelves. Created by Ogilvy Canada and launched in July 2024, this campaign proved that even in a sea of lookalikes, Hellmann’s still reigns supreme. 

Paramount’s Mean Girls transit ad was so fetch

Paramount tapped into Mean Girls nostalgia with a clever OOH campaign to promote Tina Fey’s musical film remake, released in January. Buses across California were branded with the sassy slogan “Look Both Ways, Regina,” scrawled in bright pink lipstick—a nod to character Regina George’s infamous bus collision scene in the original 2004 cult classic. 

While bus ads were contextual to the movie, they also served a strategic purpose. In a commuter-heavy city like LA, these transit ads delivered high visibility, reaching pedestrians, drivers stuck in traffic, and, of course, social media, where the OOH campaign quickly became a viral sensation. The use of lipstick—a signature Mean Girls element—added to the campaign’s playful authenticity, while the vibrant design proved that short copy can pack a big punch. While the original movie will always hold a special place in pop culture, this ad definitely gave it a run for its money.

Boots made a bold statement with its biggest beauty campaign yet

British health and beauty retailer Boots turned heads—and noses—with its latest out-of-home activation. As part of its Make More Room for Beauty campaign, the brand rolled out a special build at Westfield London featuring a 2D and 3D beauty products, including a supersized Kayali perfume bottle with a real spray mechanism that treated passersby to a sweet-smelling stroll.

Boots didn’t just stop at Westfield. From eye-popping 3D billboards at London Waterloo to a full underground platform takeover at Oxford Circus, the campaign brought beauty to life across Central London. Teaming up with EssenceMediacom, Global, WPP, and VML, the campaign marks Boots UK’s “biggest ever beauty campaign.” We love how it showcased its expansive beauty range in a way that was bold, playful, and impossible to ignore.

H&M and Charli XCX dazzled with their surprise Times Square takeover

In November, H&M pulled off an unforgettable Times Square takeover with a surprise collaboration featuring global popstar Charli XCX. The event celebrated the re-opening of H&M’s flagship Times Square store and the launch of its Holiday collection, blending music, fashion, and bold OOH to create a can’t-miss spectacle.

The campaign leveraged Times Square’s iconic digital billboards, where visuals by Maximo Recio and Weirdcore dominated the screens to count down to the open-air performance on the TSX stage. With just 30 minutes notice shared via social media and in select H&M stores, thousands of fans rushed to the heart of New York City to catch the show.

After the performance, the Times Square screens continued to dazzle with visuals honouring H&M’s Holiday Collection, New York City, and the many global collaborators who made the event possible. What we loved most was how this campaign showcased the power of OOH advertising to create real-world excitement. The larger-than-life screens weren’t just backdrops—they were part of the story, amplifying the energy of the performance and turning Times Square into an immersive experience.

EasyJet took OOH to new heights to inspire future pilots

EasyJet’s latest OOH campaign flew high this year. Teaming up with agency Taylor Herring, the airline launched an interactive billboard featuring real-life Captain Sarah Acklerley suspended from the ad itself. The goal? To inspire young women to consider a career in aviation and challenge misconceptions about becoming a pilot.

The OOH display invited audiences to scan a QR code, taking them to a flight simulator experience and a new online test designed to spark interest in the role. Adding a human touch, Captain Acklerley answered live questions from curious onlookers, proving you don’t need a university degree—or wings—to start your aviation journey. We thought it was a creative, thoughtful approach to tackling underrepresentation in the cockpit. 

WeRoad unwrapped holiday humour (and some truths) 

Listen, we love the holiday season, but we’ll be the first ones to admit that it’s also a lot. Enter U.K.-based tour operator WeRoad, who gave Christmas stress a spin with a series of billboards designed to resonate with overwhelmed hosts, overstuffed guests, and anyone ready to book a post-festive getaway.

The outdoor ads nailed some relatable holiday truths, featuring a “Christmas Checklist” packed with a never-ending to-do list leading up to the big day, and “Typical Christmas Day,” which captured the chaos of family dinner dynamics we all know too well. By turning holiday stress into a reason to escape, WeRoad cleverly invited us to swap post-Christmas chaos for a well-earned adventure (which we think is the best gift of all). 

Dove called out harmful beauty standards being imposed on children

Personal care brand Dove’s 10 vs 10 campaign delivered a powerful message about the pressures social media places on young girls. Created by creative agency Ogilvy, it featured images of 10-year-olds enjoying carefree childhood moments—like singing karaoke and riding carousels—alongside unsettling visuals of the same girls mimicking adult skincare routines, including the use of anti-ageing products like retinol.

The OOH campaign, part of Dove’s #TheFaceof10 initiative, highlighted how social media drives harmful beauty trends, exposing children to unrealistic and age-inappropriate standards. It emphasized the lasting physical and mental harm these pressures can cause while urging parents and guardians to pay attention, serving as an important reminder that childhood should never be filtered. 

That’s our roundup for this year! Want to learn more about OOH? Contact our team to get started.

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!

Product News | October 11, 2021

What’s new in the Broadsign Platform: Sophisticated targeting, creative management and UI improvements

Spring has finally sprung, which means fresh air, greenery, and, most importantly, fresh updates to the Broadsign Platform. This season, we are bringing you sophisticated targeting tools, streamlined creative management, and major UI improvements to make the campaign planning and management process for directly-sold campaigns as seamless as possible for campaign planners. 

Why does this matter? While the activation process for digital out-of-home (DOOH) may only require a couple of minutes, the campaign planning and management process often requires much more time. Discovering available and relevant inventory, collecting data to prove the medium’s effectiveness in meeting campaign goals, and managing campaign creatives are all time-consuming tasks.

The new spring updates introduce a new level of automation that not only reduces the time and complexities of getting DOOH campaigns out the door but also helps make out-of-home (OOH) a competitive and attractive medium for buyers. Let’s dive in!

Sophisticated targeting tools that find the best inventory 

Granular targeting shouldn’t be exclusive to programmatic. That’s why last year, we introduced targeting tools for directly sold campaigns executed through the Broadsign Platform, giving campaign planners the same flexibility and comprehensive targeting capabilities as online and programmatic media buyers. 

The targeting tools included the ability to filter your inventory by location and key points of interest (POIs), enabling campaign planners to find the most relevant inventory for each campaign at the click of a button. An intuitive map view was also introduced, allowing you to better visualize your inventory with quick filtering options by area, support for bulk location uploads, and setting radius parameters. 

This year, we’re introducing two powerful targeting upgrades for directly sold campaigns: demographics and criteria targeting. With demographics targeting, you can filter inventory by attributes like age, gender, or occupation to find the screens that will maximize campaign impact. We’ve also enhanced criteria targeting, giving you more granular control over inclusion and exclusion rules. For example, when building a proposal for an alcohol brand, you can now quickly exclude screens that don’t allow alcohol ads from your inventory search in just a few clicks. 

These new additions to the Broadsign Platform not only reduce the manual work required for inventory discovery but also give your team the opportunity to be a more strategic partner to buyers. We’re also excited to share that these enhanced targeting capabilities are now available to Broadsign customers worldwide! 

Simplified creative management and centralized campaign planning

Media owners juggle multiple campaigns and creatives at the same time, and without the right tools, the creative management process can become complex and stressful for your teams. Last year, we released our in-platform creative management tools, which allowed you to create, edit, manage, and assign campaign creatives with ease. On top of that, we also made it possible for you to push your campaigns live through the Broadsign Platform, eliminating the need to go through Broadsign’s desktop tools. 

In this latest update to the Broadsign Platform, we’re introducing creative scheduling. You’ll now be able to apply multiple scheduling options to your creatives, making it easier than ever to deliver the right message at the right time. You can also target your content by time of day or event, making it easier than ever to adapt your messaging to dayparts or changing campaign goals. Finally, you can update your creatives in real-time, allowing you to plan and deliver up to 55% of your campaigns in one unified workflow directly in-platform. 

Additional management tools for an improved user experience

Along with comprehensive creative management and targeting tools for directly-sold campaigns, additional tools and UI enhancements have been added to improve the usability and user experience of the Broadsign Platform:

Inventory package accessibility

Access inventory packages effortlessly through the platform’s updated navigation bar, enhancing efficiency and ease of use.

Centralized settings management

Administrators can now adjust and manage all necessary settings for digital and static inventory, user management, and more directly within the platform’s web-based UI through a centralized hub for control and configuration.

Campaign monitoring enhancements

With the newly implemented progress indicator, real-time monitoring of campaign pacing is now possible, giving immediate insight into campaign performance. This allows for quick adjustments to be made, as needed, to meet campaign goals effectively.

Search functionality and filters

An improved search mechanism, complemented by additional filters like campaign, client or contract names, enables quicker and more accurate campaign retrieval, saving time and improving workflow.

Line item list

You can now access a list of all line items directly through the navigation bar. Operations teams now have a more precise and comprehensive view of all bookings made on your network.

Dashboard customization

Tailor the platform’s dashboard to meet individual needs, ensuring that the most relevant and important information is always front and center.

Interested in testing out these new features? Book a demo today