Coles 360, the media arm of the Australian supermarket giant, has announced new partnerships with out-of-home ad tech provider Broadsign and Nova Entertainment. These strategic alliances aim to provide 'unique, impactful, and measurable omni-channel media solutions', according to Paul Brooks, General Manager of Coles 360.

In the coming months, approximately 600 panels will be migrated onto the Broadsign platform. This move is set to enhance Coles 360's network of digital screens at the front-of-store, streamlining the scheduling, management, and delivery of content and advertisements. Brooks has lauded Broadsign for its ability to power their future network, referencing its service to over 300,000 screens worldwide.

Ben Allman, Broadsign Head of Sales, ANZ, emphasised the importance of digitisation in retail and commended Coles 360's retail media offering. The Broadsign platform will enable Coles 360 to advance its in-store media capabilities, including campaign scheduling on a per-store basis, time and day-parting, and dynamic content support.

In addition to the Broadsign partnership, Coles has renewed its Coles Radio agreement with NOVA Entertainment. This decision follows extensive RFP and benchmarking of the Digital Radio market in Australia. The new agreement will allow for store-level ad targeting and full time and day parting, providing a more tailored and relevant in-store experience.

Coles 360 will also gain access to NOVA Entertainment talent, consumer promotions and marketing opportunities across the NOVA portfolio. Nicole Bence, NOVA Entertainment Chief Commercial Officer, praised the extension of the partnership with Coles, citing the success of Coles Radio.

Kate Bailey, Coles Group General Manager of Brand, Digital & Media, highlighted the ability of both NOVA and Broadsign to deliver relevant messages.