Aussie supermarkets migrate in-store screens to Broadsign

An Australian supermarket chain has teamed up with out-of-home ad tech provider Broadsign to enhance the offering on its in-store digital screens.

The partnership will enable Coles 360 to schedule, manage and deliver content and adverts across its network of media displays.

The retailer first deployed front-of-store screens in 2021 and plans to migrate about 600 panels on to the Broadsign platform over the coming months. 

Coles 360’s general manager, Paul Brooks, said: “The Broadsign platform provides the ideal solution to power our future network. It currently services more than 300,000 screens worldwide and has been a leader in this space for two decades, making it an obvious partner. 

“Over the past two years, we have learned a lot about their potential, what suppliers and their agencies want to see on them, and strategies to leverage their prime positioning for maximum impact.

“We now have a solid understanding of what it will take to deliver on the next phase of screens – and a key component of that is driven by the technology that powers them.”

Ben Allman, Broadsign’s head of sales for ANZ, said: “With over 75% of supermarket shoppers buying in store, retailers are increasingly focused on the digitisation of their physical worlds. Adopting best-in-class solutions, such as the Broadsign platform, has allowed Coles 360 to build a comprehensive and highly compelling retail media offering in a relatively short time span.”