Cotswold Outdoor Deploys 149 Screens, Sells Ad Space to Nike, HOKA
2026-10-15 · via Digital Signage Today
Cotswold Outdoor Group, a UK clothing and equipment retailer, has deployed 149 in-store screens across 23 stores, running on Broadsign's content management system and ad server, according to a PPC Land report.
The front-of-store displays tie into the retailer's online advertising operation through its retail media platform, meaning the same brands that buy ad space on Cotswold Outdoor's website can now extend campaigns into physical stores. The retailer is selling that in-store ad space to the brands it stocks, including Nike, HOKA and ASICS.
This is a retail media play rather than a straightforward signage rollout. Cotswold Outdoor is not just using screens to merchandise its own stock or promote in-house offers. It is treating the screens as inventory it can sell to vendors, which puts it in the same camp as grocery and big-box retailers that have spent the past few years building out retail media networks on top of existing store footprints.
According to a Broadsign release, a recent HOKA campaign that combined onsite (website) and in-store media placements produced a 13% lift in units sold per store. That is the only performance figure given in the release, and it is attributed to a single campaign rather than the network as a whole, so operators should treat it as a case study rather than a guaranteed outcome.
For digital signage operators, the deal is notable mainly for what it signals about Broadsign's positioning. The company has been pushing its platform as a bridge between in-store screens and online retail media buys, letting brands plan and measure campaigns across both channels from one system. A specialty retailer the size of Cotswold Outdoor adopting that model, rather than a national chain, suggests the retail media pitch is reaching further down the retailer size spectrum than just the largest grocery and department store networks.
The announcement does not say what hardware is running the 149 screens, how they are positioned within each store, what content runs outside of paid campaigns, or what commercial terms govern the ad sales arrangement with brands like Nike and ASICS. It also does not specify a rollout timeline or whether Cotswold Outdoor plans to expand beyond the current 23 stores.
For CMS and ad-serving vendors watching the retail media trend, the deal adds another named reference customer to Broadsign's roster in the specialty retail segment, alongside the grocery and big-box names that have dominated retail media headlines to date.
The announcement in full
Reproduced from Digital Signage Today for reference. Digital Signage Magazine did not write the text below.
Cotsworld Outdoor Group, a clothing and equipment retailer in the U.K., has deployed 149 in-store screens in 23 stores.
The front-of-store displays operate on Broadsign's content management system and ad server, according to a PPC Land report .
The displays connect to the retailer's online advertising via its retail media platform.
The retailer is now selling ad space to the brands that the retailer sells, including Nike, HOKA and ASICS.
"Most recently, a targeted HOKA campaign combining onsite and in-store media placements delivered a 13% lift in units sold per store," according to a Broadsign release.
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