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 maximise and monetise in-store digital display networks and enables advertising partners to view and book in-store inventory and 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 and better leverage the retailer’s first-party data for more effective customer targeting and attribution reporting.

Zitcha CEO, Troy Townsend said, “The potential of in-store retail media is huge and yet still relatively underutilised 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.

“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.” 

Broadsign senior vice president of strategy, Adam Green added, “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.

“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.”

A leader in out-of-home advertising technology, Broadsign works with retail giants 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.