Zitcha and Broadsign have teamed up to integrate the Broadsign out-of-home (OOH) advertising platform with Zitcha’s retail media platform. The collaboration empowers retailers to maximize and monetize in-store digital display networks. It also enables advertising partners to easily view and book available in-store inventory. Moreover, they can review campaign performance alongside the retailer’s other media channels.
With the combined technologies, a retail brand and its advertising partners can now develop more holistic on and off-site retail marketing strategies. Per a statement, they can also better leverage the retailer’s first-party data for more effective customer targeting and attribution reporting.
The integration arrives as 80% of shopping still happens in-store, according to the National Retail Federation. In addition, retail media is expected to reach $125.7 billion in 2023, according to GroupM, and provides a clearer view into return on advertising spend (ROAS).
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“The potential of in-store retail media is huge and yet still relatively underutilized by retailers and brand advertisers. We think the ability to run in-store screens and report on transactions, similar to other marketing channels, is going to be a game changer for brands looking at how they spend their OOH budgets,” Troy Townsend, CEO, Zitcha says. “By harnessing Zitcha’s unified retail media platform and our native Broadsign integration, retailers around the world wanting a comprehensive retail media solution can simplify and supercharge their in-store screens to drive additional incremental revenues and sales for advertising partners.”
Adam Green SVP of Strategy at Broadsign, adds, “Out-of-home and retail media are colliding, and we’re thrilled to be working with Zitcha to break down barriers to a more holistic retail media advertising experience.”
He then states, “Our joint efforts will help retailers and advertisers reap the benefits of omnichannel advertising across retail media network inventory, including in-store displays. The new integration will allow them to reach audiences on the path to and now also at the point of purchase, while simultaneously providing a simpler way for retailers to monetize their in-store display networks.”
Broadsign, the out-of-home advertising technology provider works with retail giants globally. These include Auchan, Ahold Delhaize, Coles and Woolworths among others. Here it works to scale, manage and sell digital and static out-of-home inventory through automated software, campaign tools, network operations and programmatic advertising.
