In this session, Mónica Fernández Bové, Managing Director of nsign, will explore how retail media is changing the role of digital signage inside physical stores. Screens are no longer just communication assets used for brand messages, promotions or customer information. They are increasingly becoming media inventory — capable of generating revenue close to the point of purchase.

But this opportunity also creates a new operational challenge.

If in-store retail media is treated simply as “advertising on screens”, it risks adding noise to the shopping experience and complexity to store operations. A paid campaign, a store promotion, a wayfinding message, a product availability alert and an operational communication may all compete for the same screen at the same time. Without clear orchestration, the result can be fragmented, inconsistent and difficult to scale.

This session will explore how retailers, brands, integrators and technology partners can build in-store retail media networks that are commercially valuable, operationally realistic and respectful of the customer experience.

The presentation will focus on the practical building blocks required to make in-store retail media work beyond pilot projects or flagship stores: campaign governance, content prioritisation, proof-of-play, audience and contextual data, integration with operational systems, AI-assisted optimisation, local store conditions, and the balance between monetisation and usefulness.

Rather than focusing on spectacular one-off installations, the session will look at the less visible but critical layer behind successful in-store media: the ability to decide what message should appear, where, when, for how long, and under which conditions.

Key questions addressed will include:

How can retailers monetise their screen networks without damaging the customer experience?

How should retailers balance paid media, brand communication, promotions and operational messaging?

What role can AI play in prioritising content, interpreting context and reducing manual work?

Which data signals are useful for in-store media, and how can they be used responsibly?

Why is orchestration more important than simply adding more screens, formats or dashboards?

What capabilities will retailers need to scale in-store retail media across hundreds or thousands of locations?

Attendees will leave with a practical framework for thinking about in-store retail media as an operational ecosystem, not just a new advertising channel. The session will be especially relevant for retailers, digital signage operators, AV integrators, software platforms, agencies and brands looking to understand how digital signage, retail media, data and AI are converging inside physical stores.

The core message is simple: the future of in-store retail media will not be won by the retailers with the most screens. It will be won by those able to orchestrate communication intelligently, protect the customer experience and make complex media operations simple enough to scale.