Broadsign has integrated Zitcha’s retail media product into its out-of-home (OOH) advertising platform.
The collaboration enables retailers to maximise and monetise in-store digital display networks.
Advertisers can view and book available in-store inventory and review campaign performance alongside the retailer’s other media channels.
Troy Townsend, CEO of Zitcha, 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,” he said.
“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, said out-of-home and retail media are colliding and Broadsign is 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," he said.
"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.”
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