Building owned digital signage networks as retail media platforms
On-site media networks are in-store or on-premise digital signage systems that retailers and venues contro and often monetize. By curating a network of screens across a mall, stadium, or chain of stores, operators
can sell ad inventory and deliver targeted content to visitors in real time. These networks can include everything from video walls and wayfinding kiosks to shelf-edge displays and digital menu boards. They form part of the broader “retail media” movement, where physical locations act as platforms for brands.
SeenLabs positions ourselves as turnkey integrators: we supply the hardware (screens, players), cloud CMS, and even help shape these networks into profitable assets. In this article, we explain how on-site media networks operate, why they matter (customer engagement and new revenue streams), and how to strategize their deployment in retail and public venues.
Retailers and venues increasingly see signage as an owned media channel. For example, store chains and malls launch retail media networks where they sell ad space on their own screens to brands that want to influence shoppers at the point of purchase. Industry authorities define retail media as content controlled by the retailer that reaches customers in-store 71 . These networks are growing rapidly: many retailers report double-digit revenue gains by monetizing displays. COVID and supply chain issues have accelerated this shift as brands look for high-return channels. Additionally, consumer expectations have evolved – shoppers at Target or Walmart now expect the in-store app to sync with digital ads around them. As a result, savvy retailers integrate their signage CMS with e-commerce and mobile data to serve cohesive campaigns across channels. Public venues (airports, theaters) also run on-site networks: wayfinding video walls that display dynamic content, or programmatic screens in concourses. Our research notes that deploying such a network requires planning for scale – signage networks can span hundreds of screens across dozens of locations, all updated centrally. The benefits go beyond ads: managers cite improved store communications, wayfinding, and employee training materials delivered via the same screens.
On-site media networks use content management systems designed for scale and flexibility. Technical considerations include:
SeenLabs recommends a modular hardware approach: uniform media players that attach to any screen (our players support all screen brands), and a central CMS. We also stress security in networks: VLANs to isolate players and SSL encryption for content updates. Operationally, updates are key – brand or price changes in digital catalogs should propagate to screens within minutes.
Converting to a media network mindset changes signage strategy. Now, screens are both communications tools and potential revenue generators. Content must be managed like digital campaigns, often through programmatic or scheduled buys. Technology-wise, companies often adopt ad-server architectures or integrate with DOOH platforms (as Navori notes for retail media networks). People and processes adapt too: signage teams coordinate with marketing and merchandising, and may even become media sales units. SeenLabs’s role is to make this easy for our clients: our CMS supports advertising workflows (e.g. upload creative, set flight dates) and compliance with brand guidelines. We encourage clients to think of screens as part of the omnichannel media mix (as the Ferguson case shows, in-store screens should mirror the brand’s online look and feel. Organizations must also provide training: store staff often need the ability to override content in emergencies or to launch local campaigns. Lastly, monetization creates new contractual models: retailers negotiate revenue shares with brands or agencies. Because SeenLabs can provide logs of exactly when and where ads played, we help clients verify delivery and thus sustain advertiser trust.
SeenLabs fully embraces the retail media network concept. We position our solutions as the backbone of on-site networks. Our cloud CMS includes features like content scheduling by location, playlist splitting, and integration with e-commerce promotions. Importantly, we often implement dynamic content based on audience data – for example, our platforms can swap product ads when fewer shoppers are present to highlight essentials. As a U.S.-based integrator, we also offer services to get these networks up and running quickly (system design, installation, and post-sales support). For the media-sell aspect, we advise clients on packaging inventory – simple venue-wide loops vs. single-store targeting – and provide analytics needed to pitch to advertisers. We also invest in compliance: our systems log displays to demonstrate viewability standards (per IAB for DOOH). SeenLabs sees on-site networks as a future-proof strategy: by controlling their own digital channels, retailers and venues gain agility and new revenue, while customers benefit from more relevant, timely content.
The chain bills local marketers and brand vendors via the network, generating an extra revenue stream.
Building a media network is ambitious. Content overload: With many screens, coordinating content (promotions, compliance messages, PSAs) can overwhelm CMS scheduling. We mitigate this by templatebased rules (e.g. always show X from 12–2pm on checkout screens). Management overhead: Someone must curate the network – content managers, ad sellers, technical support. Smaller retailers may find the effort heavy. ROI complexity: Monetization revenues are projections until actual advertisers onboard. If screens sit idle, costs outweigh benefits. SeenLabs helps by providing proof-of-play and viewership estimates to attract buyers. Integration difficulties: Syncing with external systems (inventory, ad servers) can hit snags (APIs change, data mismatches). Robust testing is needed. User experience: Too many ads can irritate shoppers; networks must balance promotional content with helpful information (wayfinding, welcome messages). A failure mode is pushing irrelevant ads that get ignored. We advise regular content audits. Technical failures: A network has more failure points – any player or screen that goes dark affects many stakeholders. Our reliability practices (monitoring, redundancy) are crucial.
A network of digital displays across your physical locations that you own and operate, often used for both internal communications and selling ad inventory to brands. Think of it as your own broadcast channel within your stores or venues.
Yes – retail media networks are a growing trend, allowing in-store ad inventory sales to brands. Retailers monetize their foot traffic by selling screen time to vendors, creating new revenue streams while maintaining control over the customer experience.
Begin by mapping locations and use cases, installing a scalable CMS (like SeenLabs cloud platform), then add screens. Start with high-traffic areas, prove ROI with pilot campaigns, then expand. SeenLabs offers end-to-end solutions for this.
Common models: CPM (cost per thousand impressions) based on foot traffic data, flat fee per screen per week, or bundled packages (e.g., "mall-wide campaign"). Pricing depends on location quality, dwell time, and audience demographics. Typical range: $5-50 CPM for retail environments.
Balance 60% paid advertising (brands), 30% promotional (your own products), and 10% informational (wayfinding, news, weather). This keeps screens valuable to advertisers while maintaining customer utility. Avoid 100% ads – customers tune out purely commercial content.
Want to learn more about digital signage solutions for your business? Contact SeenLabs to discuss your specific requirements and see our platform in action.