Zitcha and Broadsign partner to boost share of booming retail media market
Troy Townsend: "The potential of in-store retail media is huge and yet still relatively underutilised by retailers and brand advertisers"
Broadsign out-of-home (OOH) has partnered with retail media platform Zitcha to enable advertising partners to view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels.
The integration arrives as 80% of shopping still happens in-store and retail media is expected to reach $125.7 billion in 2023, and provides a clearer view into return on advertising spend (ROAS).
With the combined technologies of the OOH advertising platform and the retail media platform, a retail brand and its advertising partners can now develop more holistic on and off-site retail marketing strategies and better leverage the retailer's first-party data for more effective customer targeting and attribution reporting.
Troy Townsend
Troy Townsend, CEO of Zitcha, said in-store retail media is relatively underutilised by retailers and brand advertisers and called the ability to run in-store screens and report on transactions "a game changer for brands looking at how they spend their OOH budgets."
"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, Broadsign, said the joint efforts between Zitcha and Broadsign break down barriers to a holistic retail media advertising experience.
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"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 monetise their in-store display networks."
Broadsign works with retail giants globally – including Auchan, Ahold Delhaize, Coles, and Woolworths – to scale, manage and sell digital and static out-of-home inventory through automated software, intelligent campaign tools, network operations, and programmatic advertising.
