Australian retail media platform, Zitcha, has forged a strategic partnership with global out-of-home (OOH) advertising platform, Broadsign, aimed at maximising and monetising in-store digital display networks.

This collaboration is set to allow advertising partners to view, book available in-store inventory, and review campaign performance alongside the retailer’s other media channels. The pair said advertising brands and retail brand partners can better leverage the retailer's first-party data for customer targeting and attribution reporting.

The two companies noted 80 percent of shopping still occurs in-store and retail media is projected to reach a $125.7 billion by 2023.

Zitcha's CEO, Troy Townsend, is optimistic about the potential of in-store retail media. "The potential of in-store retail media is huge and yet still relatively underutilised by retailers and brand advertisers. We think the ability to run in-store screens and report on transactions, similar to other marketing channels, is going to be a game changer for brands looking at how they spend their OOH budgets," he said.

Echoing Townsend's sentiments, Adam Green, SVP of Strategy at Broadsign, expressed his excitement about the collaboration. "Out-of-home and retail media are colliding, and we’re thrilled to be working with Zitcha to break down barriers to a more holistic retail media advertising experience," he added.

Broadsign has a proven track record of working with retail giants globally, including Auchan, Ahold Delhaize, Coles, and Woolworths. It provides services to scale, manage and sell digital and static out-of-home inventory through automated software, intelligent campaign tools, network operations, and programmatic advertising.

This partnership follows Zitcha's recent announcement to integrate the Managed Partner Ads API into its unified retail media platform, in collaboration with Meta.