A conversation with JB Hi-Fi: Why the future of in-store retail media is hyperphysical. September 28, 2026Julia Di Paola Ben Allman, Broadsign; Scott Browning, JB Hi-Fi; Sarah Ledbury, Retail Media Works; and Guillaume Dupont, Criteo Australia, on stage at Mumbrella REmade 2026. In-store retail media is moving beyond screens. At Mumbrella's REmade event in Australia this month, Broadsign joined JB Hi-Fi, a leading Australian consumer electronics retailer, Retail Media Works, a retail media consultancy, and Criteo, a global commerce media company, on stage to unpack what it takes to build a retail media network that connects the physical store with the wider shopper journey. With more than 200 stores forming its retail media network, JB Hi-Fi is taking a distinctly "hyperphysical" approach, exploring how its stores can create value for shoppers, suppliers and advertisers while staying true to the experience that makes the retailer unique. The conversation offered a look at where in-store retail media is heading, and more importantly, what retailers need to consider as they build and grow their networks. Start with the shopper. For JB Hi-Fi, retail media starts with the store itself. Scott Browning, General Manager, Strategy & Insights at JB Hi-Fi, spoke about the role the physical store has always played in the brand and the importance of keeping the customer experience at the centre of its retail media strategy. "The store has always been the face of the brand. The website is actually the hidden face of the brand because you actually don't see it in the real world until you arrive." That perspective is central to how JB Hi-Fi approaches retail media. The opportunity isn't simply to add advertising to an existing retail environment. It is to understand how media can work within that environment in a way that feels natural to the shopper and stays true to the brand. As Scott put it: "The way in which we position our brand, the way in which JB Hi-Fi is famous for what it does, we have to make sure that authenticity still comes through." That means thinking about the store as more than a collection of screens. It is a physical environment with its own customer journey, context and moments where media can add value. For JB Hi-Fi, retail media needs to build on that experience, not compete with it. The screen is only the starting point. One of the key themes from the discussion was that creating an in-store media network requires more than installing digital screens. As Ben Allman, VP Platform Sales at Broadsign, explained, the physical screen itself doesn't necessarily need to change. What changes is what happens behind it. For a retailer operating hundreds of stores, that means having the infrastructure to manage inventory, campaigns, priorities and reporting across the network, while also being able to tailor content and campaigns to different locations and audiences. All while supporting the day-to-day needs of the retail business. For JB Hi-Fi, the Broadsign Platform provides the technology to manage its in-store media environment across more than 200 stores. This allows the retailer to build on its existing digital footprint and bring those screens into a broader retail media network, rather than treating retail media as a completely separate business. Measurement is key to making in-store a media channel. Another major theme of the conversation was measurement. As in-store media continues to grow, retailers need to give advertisers greater visibility into what they're buying and how their campaigns deliver. That means bringing more accountability and measurability that advertisers expect from other media channels into the physical store. The panel discussed the opportunity to make the store increasingly behave like a digital environment from a measurement perspective, while recognizing that measuring physical environments comes with its own considerations. For JB Hi-Fi, this is part of building a network that can offer meaningful value to suppliers and advertisers while creating a better understanding of how media performs within the shopping environment. Retail media goes beyond digital screens. The conversation also expanded beyond digital signage. Static placements, physical store assets, sponsored search, online channels and off-site media can all play a role in the broader retail media ecosystem. That creates an important opportunity for retailers: rather than defining their media network around a particular format, they can think about how different touchpoints work together across the shopper journey. For JB Hi-Fi, its physical footprint is a significant part of that opportunity. The store can work alongside digital channels to create a more connected experience for shoppers and more opportunities for brands to engage them. Build, test and learn. Perhaps one of the most practical takeaways from the discussion was that retail media networks don't need to be built perfectly from day one. The panel spoke about the importance of testing, learning what works in the physical environment and evolving the offering based on shopper and advertiser needs. That mindset is particularly important as retailers continue to establish what in-store retail media looks like within their own businesses. Every store environment is different, and the most effective approach needs to reflect the retailer, its shoppers and its commercial model. JB Hi-Fi's approach is a strong example of this in action: taking an established physical network and building the media capabilities around it, while continuing to learn and evolve. Looking ahead to the next phase of in-store retail media. The conversation at REmade made one thing clear: the future of retail media isn't about choosing between physical and digital. It's about connecting the two. JB Hi-Fi is showing what that can look like in practice by bringing its physical stores into a broader retail media strategy, while keeping the shopper experience at the centre. For Broadsign, Broadsign is proud to support that journey by providing the technology infrastructure behind JB Hi-Fi's in-store network and helping bring its vision for retail media to life across its stores.

Context Networks selects Broadsign to scale contextual advertising across display networks. September 24, 2026 Broadsign Platform to unlock programmatic demand and scalable OOH operations across Context Networks inventory, with gaming environments a launch focus ahead of G2E LAS VEGAS, Nevada - September 24, 2026 - Context Networks, a contextual advertising and monetization platform for gaming and network digital display environments, today announced a collaboration with Broadsign, the leading global platform for managing and monetizing out-of-home (OOH) media, to support the next phase of growth of Context Networks' Contextual Promotions Media Network(TM)(CPMN(TM). As a result, Context Networks now has a unified foundation for managing, delivering and monetizing screen-based media as the company expands across gaming and other controlled display environments. Through the collaboration, Context Networks is connecting eligible CPMN(TM) inventory to the Broadsign Platform, the company's complete, reliable Ad Server and Content Management System (CMS). This will enable Context Networks to manage business-critical content and advertising across its network of displays as well as the Place Exchange supply-side platform (SSP), Broadsign's programmatic digital out-of-home (DOOH) SSP. Context Networks brings contextual intelligence, a monetization model designed for controlled screen environments, specialized integrations, and operator and reseller relationships that can help extend Broadsign technology into non-traditional screen environments as the network grows. It introduces a differentiated source of digital inventory and vertical expertise for Broadsign in environments where customer attention, dwell time and operator-controlled screens create a distinctive media opportunity. Broadsign delivers enterprise network management, campaign automation, reporting and established programmatic demand connectivity. While gaming is Context Networks' immediate launch focus ahead of Global Gaming Expo (G2E), taking place September 28 through October 1 at The Venetian Expo in Las Vegas, the collaboration is designed to support its broader display network strategy. Context Networks' business model extends beyond casino floors to operator-controlled environments that include distributed gaming, ATMs, kiosks, gift-card kiosk networks, digital faucets, hotel concierge apps and other connected screens. The company's current footprint spans 14 states and 23 designated market areas, with advertising and operator-owned content already running in distributed gaming environments. Broadsign provides Context Networks with a more scalable way to onboard additional screen networks and reseller partners while maintaining consistent campaign logic, delivery and reporting. "Broadsign gives us a proven infrastructure to scale our model without losing what makes it valuable: contextual relevance, operator control and measurable monetization," said Matthew Olden, Founder, COO & Executive Chair of Context Networks. "Gaming is an important launch market for this work, but the underlying opportunity is broader. Across network digital display environments, operators already control valuable screens and audience relationships. Our job is to help turn those assets into new commercial value while giving advertisers a better way to reach qualified audiences in the moments and environments that matter." For operators and media owners, the combined model creates a path to turn existing digital displays into measurable new revenue without requiring them to build a separate advertising technology business. Operators retain governance over eligible inventory, campaign rules, house content and the customer experience, while CPMN(TM) creates a new commercial layer around screens and systems they already own or manage. Brands and agencies can now access differentiated inventory in high-attention environments that traditional media plans might miss. Contextual signals can help align advertising with place, activity, timing and audience value, while the Broadsign Platform makes eligible inventory easier to access through familiar OOH and programmatic workflows. As a result, advertisers get a stronger contextual fit, more relevant delivery and clearer performance feedback. "Context Networks is opening a compelling category of inventory that fits naturally with the continued evolution of out-of-home," said Robert Loftus, VP of Platform Sales at Broadsign. "By connecting Context Networks' operator relationships and specialized integrations with the Broadsign Platform and Place Exchange SSP, we can help make these screens easier for buyers to access while giving operators the control, transparency and flexibility they need to participate with confidence." Operator control is particularly important in gaming environments, where security, regulatory oversight, and operational continuity are central considerations. Rather than asking operators to introduce an isolated advertising stack, the Context Networks model uses established digital signage and programmatic infrastructure while preserving operator control over what appears on each participating screen. Existing promotions and operational content can continue to run alongside paid advertising based on rules set by the operator. During G2E, Context Networks will demonstrate how the combined technology stack can connect gaming and other operator-controlled digital screens to the broader advertising ecosystem, while meeting with operators, integrators, resellers, advertisers and agencies about opportunities to activate new screen inventory. About Broadsign. Broadsign develops the leading global platform for managing and monetizing out-of-home (OOH) media. The company, which also operates Place Exchange by Broadsign, the largest independent SSP for Digital OOH, empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 3 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign. For more information, visit https://broadsign.com. About Context Networks. Context Networks is a contextual advertising and monetization platform for gaming and network digital display environments, helping brands deliver more relevant, personalized messages in high-attention moments enabling operators to turn existing screens into measurable new revenue. By combining contextual intelligence, secure marketplace infrastructure, real-time buying, and operator-controlled delivery, Context makes emerging screen inventory easier to access, buy, measure, monetize, and scale. The result is a marketplace that helps advertisers improve campaign relevance and performance while helping operators create new commercial value without compromising the player or customer experience. For more information, visit https://www.contextnetworks.net.

How VAST Billboards is redefining out-of-home in New Zealand. September 9, 2026Kayla Caticchio In a market long shaped by a handful of dominant players, VAST Billboards has carved out a distinct identity as New Zealand's independent, Kiwi-owned out-of-home (OOH) network. Headquartered in Christchurch, VAST has built its growth story not by trying to out-scale the biggest networks, but by complementing the broader OOH landscape with a strong presence across regional cities, suburban corridors, and strategically important locations. Broadsign International sat down with Gary Rosewarne, Head of Growth Strategy at VAST, to talk about the company's rapid growth, its programmatic ambitions, and why Broadsign has become a core part of how VAST runs its media operations. A network built on purposeful growth. VAST's strategy is built on a simple but deliberate idea: the network doesn't need to be the whole plan - it needs to be the right complement to it. "We don't believe VAST needs to be the whole plan," Rosewarne explains. "In Auckland, for example, we can provide a complementary layer around established networks; in Christchurch, we have significant strength across suburban and arterial environments; and regionally, we give brands access to audiences across a growing number of markets." That positioning shapes where VAST builds inventory and how it prices and packages it, with a focus on keeping the network competitively priced and easy to buy. Its predominantly digital, large-format footprint extends beyond New Zealand's largest cities into regional markets including Tauranga, Hamilton, Napier, Hastings, Taupo, Nelson, Blenheim, Timaru, and Invercargill, across both landscape and portrait formats. "The objective isn't simply to accumulate screens, but to add locations that create useful geographic spread, strengthen coverage and give advertisers access to audiences they may not be reaching elsewhere," says Rosewarne. "That combination of metro, suburban and regional inventory is really what defines the VAST network." Serving national brands and local businesses alike. The company's advertiser base spans national agency clients, major brands, and local direct advertisers. In 2025, its network saw strong growth across these segments, becoming an increasingly important part of national campaign plans while maintaining its strong connection to businesses looking to reach audiences in their local communities. VAST has also used its own network to experiment with new ways of engaging audiences and demonstrating the potential of OOH. One example is Bill Is Bored, a campaign that used curiosity-driven billboard creative to capture attention and encourage people to continue the experience online. More recently, the Win A Grand - Your Region, Your Voice campaign invited New Zealanders to share what matters most in their local communities. The responses helped inform Beyond the Big Three, a research study examining the scale, value, and audience opportunity of regional New Zealand beyond the country's three largest cities. Together, these campaigns have given VAST a way to test ideas, gather audience insights, and demonstrate what OOH can achieve beyond simply delivering impressions. "These projects let us test ideas on our own network, learn from the response and build evidence that can ultimately help advertisers use OOH more creatively and effectively," Rosewarne says. That combination of clarity of purpose and consistent execution earned VAST recognition as Beacon's 2026 Sales Team of the Year - one of New Zealand media's leading industry awards, and a notable achievement for a relatively small team competing against some of the most established names in OOH. "In 2025, VAST grew revenue at 5x the pace of the broader market, but the story was bigger than the numbers," Rosewarne says. "We stopped thinking about ourselves as simply selling billboards and became much more focused on solving planning problems." Central to that shift was the "complete, not compete" philosophy, helping agencies see where regional and suburban audiences could add incremental value. Being a smaller, independent player also gave VAST room to move quickly. "Being small probably helped as well: we could be nimble, authentic, try things, have some fun and respond quickly when an opportunity emerged." Why VAST chose Broadsign. As both the network and ambitions have grown, so has the need for technology that can scale alongside them. That search led VAST to the Broadsign Platform. "For us, Broadsign came down to trust, reliability and fit," Rosewarne says. "We wanted an established platform with deep expertise in OOH, rather than something we would potentially outgrow. As we scale, the technology sitting underneath the network has to be dependable, but it also has to give us the flexibility to keep evolving how we package, manage and monetise inventory." Broadsign's position within the programmatic DOOH ecosystem and its established relationships with major trading platforms and partners were other deciding factors, particularly as programmatic became a larger part of VAST's business. "Broadsign brings experience, expertise and an established ecosystem that we can grow alongside." Programmatic as a new route to market. Programmatic buying has shifted how the media owner thinks about its inventory, moving the conversation beyond locations and weeks toward a more dynamic view of audiences, availability, and demand. "It creates another route into the VAST network and makes it easier for advertisers who may already be buying other digital media programmatically to include OOH within that ecosystem," Rosewarne explains. "For a challenger network like ours, reducing that friction is particularly valuable." That shift has also prompted VAST to rethink how it values and packages inventory for programmatic buyers, treating it as a distinct buying pathway with its own use cases rather than a variation of direct bookings. Just as importantly, programmatic expertise has been embedded across the sales team, helping ensure the right buying approach is recommended for each campaign. Looking ahead. VAST's long-term vision centers on purposeful growth, not expansion for its own sake. Rosewarne describes the goal as building "a highly useful independent OOH network that has a clear role within the New Zealand market", one that continues to strengthen its regional footprint, protect its position in Christchurch, and selectively add metropolitan inventory that creates genuine new audience opportunity. Looking at the broader industry, Rosewarne sees OOH becoming increasingly measurable, connected, and flexible, with programmatic adoption and audience measurement both continuing to mature. "Our job is to combine those capabilities with the things that still make OOH powerful: great locations, simple creative, local relevance and real-world visibility," he says. "If we can keep doing that while remaining independent, nimble and easy to work with, we think there is a very exciting future for VAST." Ready to scale your network without scaling your workload? Learn more about the Broadsign Platform here. Kayla Caticchio. Kayla has been a part of Broadsign's marketing team since 2021, where she specializes in creating content on all things OOH, DOOH, and pDOOH.