Cotswold Outdoor Expands In-Store Retail Media Network With Broadsign
2026-10-07 · via DailyDOOH
UK outdoor retailer Cotswold Outdoor Group is expanding the in-store retail media network it launched in June 2025, adding a scalable advertising infrastructure built by Broadsign and in-store media integrator IUF. For operators watching the retail media space, it's another example of a specialty retailer moving beyond a pilot into a managed, monetizable screen network.
According to the companies, the network now covers 149 screens across 23 stores, spanning till points, shelf edge, totems, large format displays, and front-of-store units. The deployment runs on the Broadsign Platform, specifically Broadsign CMS and Broadsign Ad Server, with IUF handling ongoing deployment and support.
The stated goal is a unified workflow for media planning, management, and measurement that spans in-store, onsite, and offsite channels. Broadsign says its integration with Zitcha, Cotswold's retail media platform, lets brand partners and agencies extend omnichannel campaigns into physical stores, something Frank Vallenga, Broadsign's VP of Platform Sales for EMEA and SEA, described as a challenge many retailers haven't solved.
Scale and monetization
Broadsign says the platform is also meant to handle the operational side that keeps a retail media network running at scale: ad scheduling, automated yield management, and campaign rule balancing, all aimed at helping Cotswold capture revenue from the network rather than just running it as a cost center. For an operator, that's the more interesting part of the announcement. A lot of retail media launches stall at the pilot stage because nobody has sorted out programmatic trading or yield automation. Cotswold and Broadsign say that's being built in from this stage, with Mary Antieul, Cotswold's Head of Commercial, pointing to future programmatic opportunities as part of the roadmap.
Results so far
The release cites brand partners including HOKA, ASICS, and Nike as participants in the network. It points to one HOKA campaign that combined onsite and in-store placements and delivered what the companies describe as a 13 percent lift in units sold per store. As with most vendor-supplied campaign results, the methodology behind that figure isn't detailed in the announcement, and there's no information on campaign duration, sample size, or how the lift was measured against a baseline.
What's notably absent from the announcement is any detail on screen hardware, software update cadence, or pricing for brand partners looking to buy into the network. There's also no mention of how programmatic trading would work once it rolls out, or which demand-side platforms might eventually connect to the inventory. For retailers considering a similar build-out, this reads as an early-stage case study rather than a blueprint, with the real test being whether the yield automation and omnichannel measurement claims hold up as the network scales beyond 23 stores.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
Cotswold Outdoor Group Expands #RMN w/ @Broadsign
Broadsign and in-store media integrator IUF have announced a collaboration with the UK retailer, Cotswold Outdoor Group, to expand their retail media network, launched in June 2025 , with a scalable in-store advertising infrastructure.
“At Cotswold Outdoor Group, we’re passionate about helping people get closer to the outdoors — and that starts with creating inspiring moments. Our brand partners are a big part of that journey, and this collaboration with Broadsign and IUF offers a powerful new way to connect with our customers in-store, alongside our onsite and offsite media channels,” explained Mary Antieul , Head of Commercial, Cotswold Outdoor Group. “It means we can bring the right messages to shoppers at the right moment, with less friction for brands and a more connected experience for customers. The early results have been really encouraging, and we’re excited to build on that momentum as we expand the network and explore future programmatic opportunities.”
The upgrade provides a unified workflow that streamlines media planning, management, and measurement in-store and across onsite and offsite channels. It enables Cotswold’s brand partners to seamlessly execute omnichannel ad campaigns that engage shoppers at the point of purchase and beyond.
Broadsign, Cotswold Outdoor Group, and IUF designed the network with long-term growth in mind. It presently includes 149 till, shelf, totem, large format, and front-of-store displays across 23 stores, which are powered by the Broadsign Platform (specifically the Broadsign CMS and Ad Server) and support a range of media.
Frank Vallenga , Vice President, Platform Sales, EMEA and SEA, Broadsign told us “Retail media is evolving fast, and partnering with IUF, we’ve delivered an in-store media infrastructure for Cotswold that can scale rapidly. Together, we’ve designed a network that makes it easy for its team to add, manage, control, and monetize new screens and integrate programmatic trading capabilities down the line,. By leveraging our integration with Zitcha, Cotswold has been able to connect audiences across their various retail media channels, which is a challenge many retailers have yet to solve.”
The Broadsign Platform is helping to streamline operations and centralize content management and network health monitoring. The technology is also advancing screen monetization opportunities by scheduling ads, automating yield, and balancing complex campaign rules to help Cotswold Outdoor Group capture optimal revenue. With IUF’s ongoing deployment and support, the infrastructure allows the retailer to manage and scale in-store media operations efficiently while maintaining a reliable shopper and advertiser experience.
Through Broadsign’s omnichannel integration with Zitcha, Cotswold Outdoor Group’s retail media platform, brand partners, and agencies can easily extend omnichannel strategies into the physical store environment. The network is already delivering measurable results for participating brands, like HOKA, ASICS, and Nike. Most recently, a targeted HOKA campaign combining onsite and in-store media placements delivered a 13 percent lift in units sold per store, demonstrating the value of reaching shoppers at multiple touchpoints on the path to purchase.
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