Montreal-based out-of-home (OOH) technology company Broadsign is expanding its retail media footprint into Australia through a new partnership with electronics retailer JB Hi-Fi, which is using the platform to build and scale an in-store retail media network across more than 200 stores.

The deployment will see JB Hi-Fi use the Broadsign platform to manage planning, execution, optimization, and measurement of in-store digital advertising from a central system. The retailer says the goal is to streamline operations while expanding the use of its existing in-store screens for advertising and brand campaigns.

Broadsign’s system provides real-time ad availability, automated ad serving, and campaign reporting. JB Hi-Fi will also use an open API to connect the platform with other retail and advertising systems, while retaining control over its network.

From Broadsign’s perspective, the rollout reflects continued demand for retail media networks built on programmatic infrastructure. “As Australia’s leading consumer electronics retailer, JB Hi-Fi is home to some of the world’s biggest brands. By partnering with best-in-class solutions such as Broadsign, JB Hi-Fi are not only maximizing the potential of their retail media network, they’re setting the strongest possible foundation for themselves in an increasingly competitive space,” said Ben Allman, regional vice president of platform sales at Broadsign. 

Broadsign positions the platform as part of a wider OOH advertising ecosystem that connects retailers, media owners, and advertisers across physical and digital screens, including integrations with programmatic buying tools and retail systems.