ZetaDisplay builds SPAR's first retail media network in pilot rollout
2026-08-26 · via AV Magazine
ZetaDisplay has extended its partnership with SPAR to build the retailer's first retail media network, starting with a pilot programme across SPAR stores in central Europe that runs through the end of the year.
According to the announcement, the rollout involves installing hundreds of new displays and repositioning some of SPAR's existing screens to better match how shoppers move through stores. The scale of the installation and the store count involved are not detailed beyond that.
The network will run on ZetaDisplay's Engage Suite, which the company says handles content creation, scheduling and management alongside analytics and measurement tools. That puts ZetaDisplay in the same bracket as other CMS vendors chasing retail media rather than pure signage deployments, where the value proposition now rests as much on audience measurement and ad sales tooling as on screen management.
SPAR is described as retaining full control over its retail media ecosystem, including approval rights over which brands can advertise on the network. The retailer will also use the same platform to run its own promotional campaigns alongside third-party advertising. For brand partners, the pitch is the ability to target content by time of day and by location within the store, a feature set that has become standard among retail media networks looking to justify premium ad rates over static in-store advertising.
Follows a platform acquisition
The SPAR project follows ZetaDisplay's recent acquisition of retailmediatools, described as a retail media infrastructure-as-a-service platform. Bernhard Schuch, key account manager at ZetaDisplay, said the acquisition was a milestone in expanding the company's retail media offering, combining its signage expertise with retailmediatools' platform to help retailers make more of their physical space. He said retail media is turning stores from transaction points into media channels, and that combining first-party data, audience insights and digital touchpoints lets retailers such as SPAR build more relevant customer experiences while opening up new revenue streams.
For operators watching the retail media space, this is another example of a CMS vendor moving up the stack toward ad sales infrastructure rather than just screen deployment and content scheduling. What the announcement does not say is how many stores are involved in the pilot, what hardware is being installed, or what happens after the pilot period ends and whether the network expands beyond central Europe. It also does not disclose commercial terms of the retailmediatools acquisition or how SPAR plans to price advertising slots on the new network. Those details will matter to other retailers weighing whether to build similar in-house media networks versus buying the capability in.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in Digital Signage and DOOH , Europe , Retail August 25, 2026 0
The installation of digital signage across the retailer’s Slovenian stores will establish a network designed to improve in-store engagement and unlock new opportunities for advertisers.
ZetaDisplay has extended its partnership with SPAR to provide the retailer’s first retail media network.
The initiative has begun with a pilot programme across SPAR stores in central Europe, which will continue to the end of the year.
The rollout will see the installation of hundreds of new displays, establishing a digital signage network designed to enhance in-store engagement, optimise the customer journey and unlock new value for SPAR and its brand partners.
The project also encompasses the repositioning of current displays to better align with evolving shopper behaviours.
The entire network will be powered by ZetaDisplay’s Engage Suite, which facilitates content creation, scheduling and management, while providing advanced analytics and measurement tools.
SPAR will retain full control over its retail media ecosystem, including the ability to approve which brands can advertise across its network, while also leveraging the platform to promote its own campaigns.
New opportunities for advertisers The introduction of retail media capabilities will enable SPAR to unlock new opportunities for its advertising partners, including the ability to tailor content by time of day and in-store location.
The initiative follows Zetadisplay’s recent acquisition of retailmediatools , a retail media infrastructure-as-a-service platform.
Bernhard Schuch, key account manager at ZetaDisplay, said: “The acquisition of retailmediatools marks an exciting milestone for ZetaDisplay, as we expand our retail media offering.
“By bringing together our expertise in digital signage with retailmediatools’ retail media platform, we’re helping retailers unlock the full potential of their physical stores.
“Retail media is transforming stores from places where transactions happen into powerful media channels.
“By combining first-party data, audience insights and strategically placed digital touchpoints, retailers such as SPAR can deliver more-relevant customer experiences while creating scalable new revenue opportunities.”