A New Horizon for Retail Media
WHSmith North America Media Network and In-Store Marketplace (ISM) have launched a programmatic retail media network across U.S. airports. The offering combines audio inventory with more than 700 digital screens into a single programmatic ecosystem, giving advertisers a unified way to buy and activate campaigns inside airport retail footprints.
Strategic Play in Travel Retail
Airports present a distinct media environment. High dwell times, predictable passenger flows, and above-average spending profiles make airports attractive for brand marketers. Travelers are a captive audience with time to browse, shop, and make impulse purchases. Placing DOOH and audio assets where shoppers move between gates, shops, and concessions creates multiple touchpoints along the travel journey.
What This Means for Advertisers
The ISM and WHSmith network opens new avenues for targeted, programmatic campaigns in a controlled retail setting. Programmatic delivery enables dayparting, audience targeting, and dynamic creative optimization tied to flight times and footfall patterns. Combined audio and visual formats amplify message frequency and reach: audio can build awareness in waiting areas while DOOH delivers branded visuals and point-of-sale prompts near retail locations.
For brands, this means the ability to sync promotions with in-store offers, measure engagement through impressions and location-based signals, and test creatives in short cycles. Travel-focused advertisers, premium goods, and impulse-driven categories stand to gain immediate relevance from this environment.
The Future of Out-of-Home Retail Media
This initiative reflects a broader trend of retail media networks moving beyond traditional store aisles into adjacent venues. Airports combine the scale of out-of-home with retail context, accelerating programmatic DOOH adoption within RMNs. Expect more operators to bundle audio, digital screens, and data-driven targeting where consumers have time and intent to purchase.
For retail media teams and brand planners, the partnership between WHSmith NA and ISM signals a growing opportunity to reach high-value audiences during travel moments that matter.
