ZetaDisplay to Build SPAR's First Retail Media Network
2026-09-09 · via DailyDOOH
ZetaDisplay is deploying the first retail media network for grocery chain SPAR, extending a partnership between the two companies that has run for more than a decade. For an operator watching the retail media trend, this is another grocery player moving from plain digital signage into monetized in-store advertising infrastructure.
According to the announcement, the project follows ZetaDisplay's recent acquisition of retailmediatools, a retail media infrastructure-as-a-service platform. ZetaDisplay says combining that platform with its existing digital signage business creates a "fully integrated retailer-owned media ecosystem," though the release does not detail pricing, revenue-share terms, or how the acquisition's technology differs from what ZetaDisplay ran before.
The rollout has started with a pilot programme in Austria and is expected to continue through the end of the year, per the release. ZetaDisplay's Austria team, which has worked with SPAR for over ten years on digital menu boards, deli counter screens, kiosk ordering and employee information screens, will lead the project. The company says the buildout will add hundreds of new displays and reposition some existing screens based on its research into shopper behaviour and customer journeys. The announcement does not specify how many stores are involved or what hardware will be used.
Platform and control
The network will run on ZetaDisplay's Engage Suite, which the company describes as handling content creation, scheduling, management, analytics and measurement. Engage Suite is also being implemented across SPAR Slovenia's stores, though the release does not say whether that deployment includes retail media capability or is limited to standard signage.
ZetaDisplay says SPAR will retain full control over the network, including approval rights over which brands can advertise, while also using the same screens to run its own campaigns. That retailer-controlled model is consistent with how other grocery and convenience retail media networks have positioned themselves against ad-network-run alternatives, giving the retailer final say over what appears on its own screens.
Bernhard Schuch, key account manager at ZetaDisplay, is quoted saying retail media is turning stores from transaction points into media channels by combining first-party data, audience insights and digital touchpoints.
What's missing
The announcement does not disclose deal value, the number of screens per store, hardware suppliers, or what measurement standards will be used to report results to brand partners. It also does not say whether the retail media capability will extend beyond Austria and Slovenia to SPAR's other national operators, which run largely independently under franchise-style structures. For operators elsewhere in the SPAR network, or for competing signage vendors watching where retail media deals are landing, those are the open questions.
The announcement in full
Reproduced from DailyDOOH for reference. Digital Signage Magazine did not write the text below.
ZetaDisplay Will Deliver SPAR’s First #RMN
ZetaDisplay has extended its long-standing partnership with SPAR to deliver the retailer’s first retail media network, marking a significant step in SPAR’s digital transformation journey and creating new opportunities for brand partners.
This follows Zetadisplay’s recent acquisition of retailmediatools , a retail media infrastructure-as-a-service platform. The acquisition created the first fully integrated retailer-owned media ecosystem, bridging physical in-store influence with digital advertising and precision giving retailers complete control of their retail media operations.
Bernhard Schuch , Key account manager at ZetaDisplay told us “The acquisition of retailmediatools marked an exciting milestone for ZetaDisplay as we expanded 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.”
The rollout for SPAR has begun with a pilot programme and will continue through to the end of the year. The initiative introduces a scalable retail media infrastructure designed to enhance in-store engagement, optimise the customer journey and unlock new value for both SPAR and its brand partners.
ZetaDisplay’s Austria team, which has collaborated with SPAR for more than a decade, will lead the project. Over the years, the partnership has delivered a series of innovative in-store digital solutions, including the evolution of dining experiences through dynamic digital menu boards, deli counter screens, kiosk ordering systems, mosaic walls as well as employee information screens.
The rollout will see the installation of hundreds of new displays, establishing a robust digital signage network that supports both retail media and broader in-store communications. The project also includes the strategic repositioning of current displays to better align with evolving shopper behaviours, leveraging ZetaDisplay’s ongoing research into customer journeys and in-store engagement.
The entire network will be powered by ZetaDisplay’s proprietary Engage Suite, which will also be implemented across SPAR Slovenia’s stores. Engage Suite enables seamless content creation, scheduling and management, while providing advanced analytics and measurement tools to deliver the right message to the right audience at the right time.
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.
The introduction of retail media capabilities represents a significant step forward in SPAR’s omnichannel strategy, strengthening how it connects digital media with the in-store experience. The new infrastructure will enable SPAR greater control and flexibility across its media network, enabling more precise targeting based on time of day, location and customer behaviour. It also allows the ability to deliver more consistent, relevant messaging throughout the store, creating a seamless customer journey while opening up new opportunities for its brand partners.
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