Q&A: Broadsign

What differentiates you from your competitors in the marketplace? Broadsign has more than 20 years of experience in the out-of-home industry and offers a proven platform that supports digital, static and programmatic advertising. The Broadsign platform is equipped with an enterprise-grade CMS that automates content delivery and supports dynamic content, real-time availability, brand safety and seamless playback. Our platform also provides advanced targeting capabilities, precise audience segmentation and content mapping, and flexible campaign management that accepts diverse campaign types and integrates with various data sources. 

Broadsign is built on a highly secure infrastructure to safeguard data and offers comprehensive tools for inventory management, campaign planning, ad serving, local messaging and network management. Additional features include programmatic capabilities with advanced SSP, DSP and Header Bidder capabilities, network management tools and global reach.

What is one recent company win you can share with us? Petbarn, one of Australia’s most trusted pet retailers, has launched PetAds, a retail media platform giving brand partners exclusive access to its 2.9 million customers. As part of this initiative, Petbarn is rolling out an in-store screen network across its national chain of stores. Broadsign is thrilled to be working with our retail media partners to power PetAds with our platform enabling dynamic, targeted content delivery to enhance customer engagement and drive sales.

Where do you see the greatest opportunity right now for growth (for you or your clients)? With over 80% of purchase decisions made in-store, the greatest opportunity for growth lies in enhancing the in-store experience through digital transformation. Retailers can unlock new revenue streams by integrating a comprehensive omnichannel strategy that seamlessly connects online, offsite and in-store touchpoints. Data-driven content strategies and strategic screen placements enable more relevant, high-impact advertising, driving both shopper engagement and brand investment. Additionally, leveraging partnerships for cutting-edge tools and expertise accelerates execution, reducing the complexities of building a retail media network from scratch.

Any new marketing tactic you used (or recommended to clients) in the past year that you plan to keep in your toolbox for the future? A key tactic we’ve recommended — and will continue to advocate for — is leveraging in-store retail media not just for monetization but as a strategic tool for retailer brand marketing and CPG brand awareness. Retailers should position their in-store networks as a powerful extension of their brand, creating engaging experiences that drive shopper connection. Additionally, programmatic advertising presents a significant opportunity. We’ve seen clients surpass their platform fees through programmatic revenue while maintaining full control over their content — making it a smart, scalable approach to retail media.

What is one challenge you (or your clients) are facing right now? One of the biggest challenges retailers face today is knowing where to start when investing in in-store retail media. Should they focus on hardware, software or content first? The perceived high costs of launching an in-store screen network can also be a barrier, especially when the ROI isn’t immediately clear. Many retailers struggle to see the direct benefits of their in-store environments and may not realize the value of an advanced in-store platform.

Another common hurdle is existing digital signage solutions. Retailers who have already invested in basic systems may be reluctant to switch, even if their current setup lacks the flexibility and functionality needed for a scalable retail media strategy. Justifying the investment in a more advanced platform requires a clear demonstration of ROI.

Finally, programmatic advertising presents both an opportunity and a challenge. While it can drive incremental revenue and efficiency, some retailers hesitate due to concerns around content control, brand safety and the impact of promoting external brands alongside their own. Helping retailers navigate these concerns and understand the benefits of programmatic in a controlled, brand-safe way is key to unlocking its full potential.

Any solution you are trying or recommend to others facing the same challenge? One key recommendation for retailers hesitant to invest in in-store retail media is to rethink the assumption that high performance requires high costs. With Broadsign’s compatibility across a wide range of hardware — including budget-friendly options — retailers can start with a lower-cost setup and scale as their network grows. Flexibility is key, allowing them to upgrade strategically rather than committing to a major upfront investment.

Additionally, choosing a future-proof platform is essential. Broadsign offers far more than a basic CMS, providing scalability, granular audience targeting, automated content scheduling, advanced analytics and robust programmatic capabilities. Unlike static CMS solutions with limited development, we are continuously evolving, ensuring retailers stay ahead of market trends. For those transitioning from an existing system, we offer a seamless migration path and integration support to minimize disruption, making the switch both practical and rewarding.

Looking to the future, what are you most excited about in terms of the evolution of our industry in the coming year? Looking ahead, we are most excited about the continued unification of networks and the consolidation of the retail media tech stack. As the industry evolves, we’re seeing a shift toward more integrated, seamless solutions that connect in-store, online and off-site touchpoints. This consolidation will help retailers streamline operations, reduce complexity and create a more cohesive retail media strategy.

Another exciting development is the rise of truly measurable omnichannel campaigns. With better data integration and advanced analytics, retailers and brands will gain deeper insights into how in-store media influences shopper behavior and drives conversions across the entire customer journey. This level of measurement and accountability will take retail media to the next level, making it an even more valuable part of the marketing mix.

Which P2PI member benefit(s) do you value the most and why? The greatest benefit is the opportunity to network with and learn from industry leaders shaping the future of retail media. Being part of a network of forward-thinking professionals allows us to exchange ideas, challenge the status quo, and collectively push the industry forward. Through shared insights and collaboration, we’re not just keeping up with change — we’re driving it, finding new ways to innovate, measure impact and unlock the full potential of retail media.