Cotswold Outdoor Expands In-Store Retail Media Network
Cotswold Outdoor Group has deployed 149 digital displays across 23 stores with Broadsign and IUF, going from tender to revenue-generating network in 12 weeks.
Cotswold Outdoor Group has expanded its retail media network into its stores, deploying 149 digital displays across 23 locations with Broadsign and in-store media integrator IUF, according to invidis.com.
The network spans till, shelf, totem, large-format and front-of-store displays. Broadsign's CMS and Ad Server manage content, monitor the network and schedule advertising, while IUF handles deployment and ongoing support. The companies say the infrastructure went from tender to a revenue-generating network in 12 weeks.
The deployment connects Cotswold Outdoor Group's physical displays with its existing retail media channels through Broadsign's integration with retail media platform Zitcha. The setup allows advertisers to coordinate campaigns across onsite, offsite and in-store inventory rather than managing the physical store as a separate media channel.
Cotswold Outdoor Group is already running campaigns for brands including Hoka, Asics and Nike. In one recent campaign, Hoka combined onsite advertising with placements on the in-store network. The retailer says the campaign generated a 13% lift in units sold per store, though it did not provide further details about the campaign period, control group or measurement methodology.
Cotswold Outdoor, Broadsign and IUF designed the network to support additional screens and stores as the retailer expands its in-store media offering. The infrastructure could also support programmatic trading in the future.
Mary Antieul, head of commercial at Cotswold Outdoor Group, said the retailer plans to build on the initial results as it expands the network and explores programmatic opportunities.
"Retail media is evolving fast, and partnering with IUF, we've delivered an in-store media infrastructure for Cotswold that can scale rapidly. Together, we've designed a network that makes it easy for its team to add, manage, control, and monetize new screens and integrate programmatic trading capabilities down the line," explained Frank Vallenga, Vice President, Platform Sales, EMEA and SEA, Broadsign.
"The in-store channel is proving to be a competitive differentiator when advertisers start mapping out budgets with brands already seeing impressive results from the in-store activations," IUF CEO Josh Bunce added.