Cotswold Outdoor Group upgrades in-store media with Broadsign and IUF

The project represents a shift toward a fully omnichannel advertising environment, where brand partners can synchronize messaging across physical stores, onsite platforms, and offsite channels. By utilizing Broadsign’s CMS and Ad Server, the retailer has centralized its network health monitoring and ad scheduling. This digital expansion aims to capture optimal revenue by automating yield management and enforcing complex campaign rules at the point of purchase.

Integration with Zitcha serves as the technical backbone, connecting disparate retail media channels into a single workflow. According to Mary Antieul, Head of Commercial at Cotswold Outdoor Group, the infrastructure is designed to reduce friction for brands while delivering a more cohesive customer experience. The technical deployment was notably rapid, moving from initial tender to a fully operational, revenue-generating network within 12 weeks. With the foundation now established, the retailer is looking toward future programmatic trading opportunities to further monetize its physical footprint.