Zitcha teams up with Broadsign to drive better integration in retail media and OOH

Retail media platform Zitcha has leveraged Broadsign’s out-of-home (OOH) technology in a new integration that will allow retailers to maximise and monetise in-store display networks.

The partnership will support retailers and their advertising partners to develop more holistic offsite marketing strategies, enabling advertisers to easily view and book in-store inventory, review campaign performance alongside other media channel and utilise 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 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.”

It’s the second major partnership to launch for Broadsign in as many weeks, with Coles retail arm Coles 360 announcing the integration of the Broadsign Platform across its in-store screens.


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