Broadsign this week announced that JB Hi-Fi, Australia's largest consumer electronics retailer, is deploying the Broadsign Platform to build and scale an in-store retail media network spanning more than 200 locations across the country. The announcement, dated April 22, 2026, marks a significant expansion of Broadsign's footprint in the Asia-Pacific market and adds a high-profile consumer electronics brand to a platform that already powers more than 35 in-store retail media networks globally.

The collaboration allows JB Hi-Fi to plan, execute, optimise, and measure in-store media and advertising campaigns from a single centralised hub, replacing what had been a fragmented approach to screen management and brand partnerships across a large physical store estate.

What the Broadsign Platform provides

According to the press release issued by Broadsign, the platform delivers real-time availability, intuitive ad serving, and campaign reporting out-of-the-box. These are not incremental features - they represent the operational infrastructure that media owners at scale require to manage inventory without expanding headcount significantly. Automated rules and targeting allow content to be served at scale. Data-driven triggers enable content delivery that responds to specific conditions at the store level. Easy-to-use templates serve store-level merchandising needs, while campaign content can be optimised and managed nationally, regionally, or down to individual locations.

An open API is central to how JB Hi-Fi intends to structure its network. Rather than locking the retailer into a closed technology stack, the Broadsign Platform allows JB Hi-Fi to maintain complete ownership and control over its network while integrating with preferred retail systems, platforms, and processes. According to the announcement, JB Hi-Fi has already used this flexibility to select Retail Media Works and Criteo as partners within its emerging omnichannel retail media network.

Gary Siewert, Director of Marketing and e-commerce at JB Hi-Fi, explained the commercial rationale directly. "We're seeing strong interest in retail media from advertisers and brands who want to reach local audiences where purchase intent is high. We already had the screens to deliver in-store, and now with Broadsign, we have access to the same advertising toolset that major media owners use, and the ability to scale," Siewert said. He added: "Broadsign's open API has also proved more valuable, allowing us to select the partners we want to work with as we build our omnichannel RMN, such as Retail Media Works and Criteo."

The mention of Criteo is notable. Criteo added JB Hi-Fi to its retail media footprint during 2025, according to PPC Land's coverage of Criteo's full-year 2025 financial results. The pairing of Broadsign's in-store digital out-of-homeinfrastructure with Criteo's commerce media platform suggests that JB Hi-Fi is constructing a layered omnichannel strategy rather than relying on a single vendor for all retail media functions.

JB Hi-Fi's position in the Australian market

JB Hi-Fi operates more than 200 stores across Australia, making it the country's dominant consumer electronics retailer. The scale is relevant from an advertising perspective: a network of that size creates meaningful reach for brands seeking to activate campaigns at the point of purchase. Consumer electronics is a category where brand salience at the shelf - or its in-store digital equivalent - has measurable effects on purchase decisions. The screens that JB Hi-Fi already had deployed provided the raw infrastructure. What Broadsign adds is the software layer that turns those screens into a structured, measurable media network.

Ben Allman, Regional VP of Platform Sales at Broadsign, framed the significance in a statement included in the press release. "As Australia's leading consumer electronics retailer, JB Hi-Fi is home to some of the world's biggest brands. By partnering with best-in-class solutions such as Broadsign, JB Hi-Fi are not only maximising the potential of their retail media network, they're setting the strongest possible foundation for themselves in an increasingly competitive space," Allman said.

Broadsign's infrastructure and scale

Broadsign describes itself as the leading out-of-home (OOH) advertising technology platform. According to the company, more than 2.8 million static and digital signs along roadways, in shopping malls, grocery and convenience stores, airports, transit systems, and other OOH venues run on Broadsign. That number expanded substantially following Broadsign's acquisition of Place Exchange in November 2025, which extended the company's programmatically transactable inventory network to 1.8 million screens globally and brought the combined workforce to 370 people. The acquisition also added Place Exchange's PerView measurement solution and integrations with more than 50 omnichannel and OOH demand-side platforms.

Through Place Exchange and those DSP integrations, Broadsign offers advertisers what it describes as the largest footprint of global OOH inventory, enabling execution of both guaranteed and non-guaranteed campaigns across a variety of OOH formats. Interoperability with retail POS systems, loyalty programs, and omnichannel media platforms is part of the technical architecture, allowing retailers to create measurable in-store experiences that connect to broader on-site and off-site campaign strategies.

For JB Hi-Fi, this matters because campaign reporting and attribution within a physical retail environment have historically been difficult to standardise. The Broadsign Platform's out-of-the-box reporting capabilities are designed to address exactly that gap, providing measurable results across the network without requiring retailers to build custom measurement systems.

The open ecosystem argument

One of the more technically consequential aspects of this deployment is the emphasis on an open ecosystem. Broadsign's platform is built to allow retailers to integrate with preferred partners and technologies rather than enforcing a single-vendor stack. JB Hi-Fi's choice to work simultaneously with Retail Media Works and Criteo within the same network illustrates how this architecture functions in practice.

Criteo's position within the JB Hi-Fi network is part of a broader story in retail media technology. Criteo operates retail media programs for approximately 225 retailers globally and has been expanding its geographic diversification across European and Asia-Pacific markets. Its commerce media platform brings demand-side capabilities and brand relationships that complement the supply-side infrastructure that Broadsign provides. The combination means JB Hi-Fi can connect brand demand from Criteo's network of thousands of advertisers to in-store inventory managed through Broadsign's platform.

Retail Media Works is an Australia-focused retail media specialist. Its inclusion in JB Hi-Fi's partner ecosystem reflects the retailer's intent to work with local expertise while drawing on global platform infrastructure.

Why in-store digital signage is now a strategic priority

The timing of this deployment reflects a broader shift in how retailers think about their physical store estates. In-store retail media has become a must-have channel as retail media networks expand beyond their original online-only configurations. Purchase decisions are made in physical stores, and brands increasingly want to reach shoppers at precisely those moments.

Broadsign's own published data points to the structural challenge that this deployment is designed to solve. Many retailers deploy screens quickly but then struggle with control, content quality, governance, and data visibility. Having the hardware is a necessary starting point. Managing it at scale - across hundreds of locations, with varying campaign requirements, multiple brand partners, and different audience conditions at different times of day - requires platform-level software rather than manual processes.

The Broadsign Platform's automated rules and targeting capabilities are designed to reduce the operational burden associated with running a large screen network. Content can be managed centrally with granular control at the regional or store level. This structural feature matters for a retailer like JB Hi-Fi, where stores operate across different states with different promotional calendars, pricing environments, and product mixes.

Retail media at scale: what the numbers say

The retail media sector's trajectory provides context for why this partnership is commercially significant. According to PPC Land's coverage of the IAB Europe retail and commerce media landscape, retail media advertising spend has reached $29 billion globally excluding Amazon's contribution, and the sector is projected to capture 20% of global advertising revenue by 2030. That projection, cited consistently across multiple industry bodies, represents approximately $300 billion in spending at current global advertising market scale.

In-store formats represent a distinct and growing subset of this broader retail media opportunity. Unlike onsite retail media - sponsored product placements on e-commerce platforms - in-store digital signage operates at the physical intersection of brand content and purchase behaviour. The audience is already in the store. The purchase intent, by definition, is elevated. For consumer electronics, where shoppers often make considered decisions that involve comparing products in person, the in-store media environment has particularly strong strategic value.

Broadsign's programmatic SSP, now enhanced by the Place Exchange acquisition, means that JB Hi-Fi's in-store inventory could in principle become accessible to programmatic buyers through Broadsign's DSP partner network. The open API architecture and the existing Criteo integration suggest that JB Hi-Fi is building toward that kind of transactability, even if the initial deployment focuses on centralising campaign management and improving operational control.

What this means for the marketing and advertising community

For brands and agencies that already work with JB Hi-Fi as an advertising partner, the Broadsign deployment means more structured access to in-store inventory. Campaign reporting becomes more standardised. Availability becomes real-time rather than negotiated manually. The same advertising toolset that major media owners use - as Gary Siewert put it - is now available within JB Hi-Fi's network.

For the broader industry, the partnership illustrates how retailers outside the traditional grocery and mass-market segments are building retail media networks. Consumer electronics is a high-consideration category with a mix of premium brands, own-label products, and third-party goods. The advertiser universe that would seek access to a JB Hi-Fi retail media network is substantial: consumer electronics manufacturers, telecommunications providers, financial services companies offering buy-now-pay-later products, and brands targeting the technology-oriented consumers who shop at JB Hi-Fi.

The Broadsign platform's interoperability with retail POS systems and loyalty programs adds a data layer to this equation. Campaign targeting and measurement can be informed by actual transaction data rather than relying solely on modelled audience estimates, which has been one of the persistent challenges facing in-store advertising relative to its digital counterparts.

Broadsign has been active in building its in-store retail media capabilities. In November 2025, Broadsign enabled advance DOOH booking through a StackAdapt partnership, introducing programmatic guaranteed transactions to North American markets. The JB Hi-Fi partnership extends the company's retail media strategy into Asia-Pacific, adding geographic reach and a high-profile retail brand to a network that already includes names such as Woolworths, Coles, Sainsbury's, and Douglas.

Timeline

Summary

Who: Broadsign, a leading out-of-home advertising technology platform, and JB Hi-Fi, Australia's largest consumer electronics retailer, with Criteo and Retail Media Works named as integration partners within the network.

What: JB Hi-Fi is deploying the Broadsign Platform to build and scale an in-store retail media network across more than 200 Australian stores. The platform provides real-time ad serving, campaign reporting, automated targeting, and an open API that allows integration with preferred technology partners. Criteo and Retail Media Works are the first named integration partners.

When: The partnership was announced on April 22, 2026. JB Hi-Fi had already been part of Criteo's retail media footprint during 2025, according to Criteo's full-year 2025 financial disclosures.

Where: The deployment covers JB Hi-Fi's store network across Australia. Broadsign is headquartered in Montreal, Canada, and powers more than 2.8 million static and digital signs globally. The announcement was issued from Sydney, Australia.

Why: JB Hi-Fi had in-store screens but lacked the centralised software infrastructure to manage campaigns at scale, attract brand partners, and generate structured advertising revenue from its physical network. The Broadsign Platform provides the operational layer - ad serving, reporting, targeting, and partner integrations - that transforms an existing screen estate into a structured, monetisable media network. The deployment responds to sustained advertiser demand for in-store retail media access in high-purchase-intent environments.

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