Cotswold Outdoor Rolls Out 149 Screens Across 23 Stores for Retail Media Push
2026-10-06 · via invidis
Cotswold Outdoor Group has installed 149 digital displays across 23 UK stores, moving its retail media business from online channels into the physical shop floor. For operators building out in-store networks, the deployment is another data point on how quickly retailers now expect these projects to go live and start generating ad revenue.
The network spans till, shelf, totem, large-format and front-of-store screens. Broadsign supplied the CMS and Ad Server to manage content, monitor the estate and schedule advertising, while in-store media integrator IUF handled installation and ongoing support. According to the companies, the project went from tender to a revenue-generating network in 12 weeks, a timeline worth noting for any retailer weighing build time against the pressure to launch ad sales quickly.
The more significant piece for the retail media sector is the connection between the new in-store screens and Cotswold Outdoor's existing retail media channels through Broadsign's integration with Zitcha, a retail media platform. That link lets advertisers plan and buy across onsite, offsite and in-store inventory together, rather than treating the physical store as a separate booking process. This is the direction most retail media platforms are pushing: fewer silos, one planning layer across channels.
Cotswold Outdoor is already running campaigns with Hoka, Asics and Nike. In one cited example, Hoka ran a combined onsite and in-store campaign that the retailer says produced a 13% lift in units sold per store. Cotswold Outdoor did not share the campaign period, whether a control group was used, or how the lift was measured, so the figure should be read as a vendor-reported result rather than an independently verified one.
The partners say the infrastructure was built to support additional screens and stores as the program grows, and that it could support programmatic trading at a later stage. Mary Antieul, head of commercial at Cotswold Outdoor Group, said the retailer intends to build on the early results as it expands the network and looks at programmatic options. The announcement does not specify a timeline for that expansion or which stores might be added next.
Frank Vallenga of Broadsign framed the deployment as addressing a common retailer problem: connecting audiences across retail media channels as digital advertising moves into physical stores. IUF CEO Josh Bunce said in-store media is becoming a differentiator for advertisers allocating budget, citing early results from the activations.
For signage integrators and CMS vendors, the case is a reminder that speed to revenue and cross-channel ad integration, not just screen count, are becoming the selling points in retail media pitches to retailers of this size.
The announcement in full
Reproduced from invidis for reference. Digital Signage Magazine did not write the text below.
Cotswold Outdoor Group has rolled out 149 digital displays across 23 UK stores, installed by integrator IUF, as it expands its retail media business into the physical store. An early omnichannel Hoka campaign produced a 13% lift in units sold per store.
Cotswold Outdoor Group has expanded its retail media network into its stores, deploying 149 digital displays across 23 locations with Broadsign and in-store media integrator IUF.
The network includes till, shelf, totem, large-format and front-of-store displays. Broadsign’s CMS and Ad Server are being used to manage the content, monitor the network, as well as schedule advertising, while IUF is handling deployment and ongoing support.
The companies say the infrastructure went from tender to a revenue-generating network in 12 weeks.
The deployment connects Cotswold Outdoor Group’s physical displays with its existing retail media channels through Broadsign’s integration with retail media platform Zitcha.
The setup allows advertisers to coordinate campaigns across onsite, offsite and in-store inventory rather than managing the physical store as a separate media channel.
Cotswold Outdoor Group is already running campaigns for brands including Hoka, Asics and Nike.
In one recent campaign, Hoka combined onsite advertising with placements on the in-store network. Cotswold Outdoor Group says the campaign generated a 13% lift in units sold per store.
The retailer did not provide further details about the campaign period, control group or measurement methodology.
Cotswold Outdoor, Broadsign and IUF designed the network to support additional screens and stores as the retailer expands its in-store media offering. The infrastructure could also support programmatic trading in the future.
Mary Antieul, head of commercial at Cotswold Outdoor Group, said the retailer plans to build on the initial results as it expands the network and explores programmatic opportunities.
Broadsign said connecting Cotswold Outdoor’s audiences across its different retail media channels addresses one of the challenges retailers face as they extend digital retail media into physical stores.
“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,” explained Frank Vallenga, Vice President, Platform Sales, EMEA and SEA, Broadsign.
“The in-store channel is proving to be a competitive differentiator when advertisers start mapping out budgets with brands already seeing impressive results from the in-store activations,” IUF CEO Josh Bunce added.