Broadsign, an out-of-home (OOH) marketing platform developer, announced a joint effort with multiple digital signage companies to provide an end-to-end in-store digital marketing platform for multi-brand retailers.
Broadsign partnered with visual solutions company Gable; managed network services, cybersecurity, and digital signage solutions provider SageNet; and digital signage hardware developer Seneca, an Arrow Electronics company.
Tailored to each retailer’s specific needs, the custom solution, at its core, comprises:
- The complete Broadsign OOH marketing platform—including its control content management system (CMS), direct sales tool, and reach supply-side-platform (SSP);
- Design, fabrication, and project management provided by Gable Services;
- SageNet’s SageView for design, deployment, connectivity, content management, 24/7 monitoring, maintenance, and support; and
- Seneca displays and media players with built-in Verizon 4G connectivity, Intel processors, and 4K graphics capabilities.
Retailers can harness the solution’s toolset to automate the delivery of tailored messaging across in-store displays, extend omnichannel messages into the store, and use customer loyalty and other data to inform contextual storytelling that influences consumer purchases.
“Retailers often have untapped in-store space prime for digital displays and access to customer data that can be used to make the shopping experience more dynamic. At the same time, in-store marketing networks have become increasingly attractive to brands looking to extend omnichannel messaging to the point of purchase,” said Karim Kanji, Broadsign’s sales director leading the initiative.
Localized content and stock-level triggering are supported, as well as personalization on a per-screen basis to serve ads at the point of sale. Integrated programmatic advertising technology opens new monetization opportunities by making in-store display inventory easily accessible to brands and consumer packaged goods (CPG) companies via a broad range of supported global demand-side platforms (DSPs).
“Brands want and need to focus on their business objectives, and this ecosystem provides them with a deployment-ready arrow in their quiver, to create immediate value for the end customer,” said IV Dickson, vice-president of the digital experience for SageNet.