Cotswold Outdoor Rolls Out 149-Screen Retail Media Network with Broadsign
2026-10-07 · via AV Magazine
Cotswold Outdoor Group has gone live with a retail media network spanning 149 screens across 23 UK stores, built by retail media platform provider Broadsign and in-store media integrator IUF. For operators watching the retail media space, the deployment is another sign that outdoor and specialty retailers, not just grocery and big-box chains, are building out monetised in-store screen networks.
The network covers till, shelf, totem, large format and front-of-store displays, all run on the Broadsign Platform, specifically Broadsign CMS and Ad Server. According to the companies, the system centralises content management and network health monitoring while automating ad scheduling and yield management, which Broadsign says is intended to help Cotswold capture more revenue from the screens rather than just running them as passive signage.
The more notable piece for the industry is the integration with Zitcha, Cotswold's own retail media platform. Broadsign says this connection lets brand partners and agencies plan and execute campaigns that span in-store screens alongside the retailer's online and offsite channels from one workflow. That kind of onsite-to-offsite linkage is something many retailers have struggled to pull off, according to Broadsign's Frank Vallenga, and it is the piece that turns a screen network into something closer to a full retail media business rather than a bolted-on ad product.
IUF, which handled deployment and ongoing support, says the project moved from tender to a live, revenue-generating network in twelve weeks. The announcement does not give further detail on the hardware specs, display sizes, or total project cost, so operators looking to benchmark timelines or budgets against their own rollouts will not get much to go on there.
On results, the companies point to early campaigns from HOKA, ASICS and Nike as proof points. They cite a HOKA campaign combining onsite and in-store placements that delivered a 13% lift in units sold per store, according to the release. As with most vendor-supplied campaign results, that figure comes from Broadsign and Cotswold themselves rather than independent measurement, and the announcement does not say over what period or store sample the lift was measured.
The companies frame the 149-screen footprint as a starting point rather than the end state, with both Broadsign and Cotswold referencing plans to expand the network and explore programmatic trading. For other specialty and outdoor retailers evaluating whether in-store media networks are worth the operational overhead, this deployment adds to a growing list of mid-sized retail media builds using off-the-shelf CMS and ad serving infrastructure rather than custom-built systems.
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 October 6, 2026 0
Retail media platform provider Broadsign and in-store media integrator IUF deployed displays across 23 UK stores, linking in-store advertising with online and wider media channels.
Retail media technology provider Broadsign and in-store media integrator IUF announced a collaboration with the UK retailer, Cotswold Outdoor Group, to expand its retail media network (RMN) with a scalable in-store advertising infrastructure.
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.
The Broadsign Platform is helping to streamline operations and centralise content management and network health monitoring. The technology is also advancing screen monetisation 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% lift in units sold per store, demonstrating the value of reaching shoppers at multiple touchpoints on the path to purchase.
“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,” said Mary Antieul, head of commercial at 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.”
“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 monetise new screens and integrate programmatic trading capabilities down the line,” explained Frank Vallenga, vice president of platform sales, EMEA and SEA, at Broadsign. “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.”
“This project went from tender to a live network generating revenue within twelve weeks which demonstrates the expertise of all of the technical partners involved,” said Josh Bunce, CEO of IUF. “Together we were able to deliver a cohesive customer journey so that Cotswold Outdoor Group can maximise its in-store retail proposition today but also ensure that it can scale easily into the future. 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.”