Spectrio’s Ron Levac on Monetizing In-Store Digital Signage

1. Has Spectrio explored opportunities to monetize in-store digital signage through third-party advertising? If so, what methods have been considered or implemented?

Yes. Early last year, Spectrio began exploring opportunities to monetize in-store digital signage by enabling third-party advertising. As part of this initiative, we expanded our digital signage content management solution to support the delivery of advertising content.

This enhancement allows our digital signage endpoints to be exposed to advertisers, enabling our clients to:

●        Allocate a portion—or the entirety—of their screen real estate to ad content

●        Customize ad frequency and scheduling within their existing content loops

●        Seamlessly integrate advertising into their displays without compromising brand messaging or customer experience

This capability provides a scalable path for our clients to generate incremental revenue by participating in the growing Retail Media Network (RMN) ecosystem—without requiring a complete overhaul of their current digital signage infrastructure.. 

2. What challenges have you encountered in maximizing the effectiveness of your existing digital signage infrastructure?

Maximizing the effectiveness—and ultimately the monetization potential—of digital signage depends on a variety of factors, many of which present challenges:

●        Location and DMA (Designated Market Area): The geographic location of a sign significantly impacts its ad value. Signs in high-value DMAs typically attract more advertiser interest and command higher rates.

●        Foot Traffic Volume: Without sufficient traffic, even the most strategically placed signage may underperform in terms of ad impressions and engagement.

●        Traffic Profile: The demographic and behavioral profile of the audience matters—advertisers are more likely to invest where viewer data aligns with their target markets.

●        Contextual Relevance: The effectiveness of an ad can be influenced by the surrounding content on the screen. Ads that are well-integrated into relevant, high-quality content tend to perform better.

●        Shopper Data Availability: One of the biggest challenges is the depth and quality of shopper data.  . Access to insights like:

○        Loyalty card usage

○        Point-of-sale transaction logs

○        Real-time shopper presence in front of the display can greatly enhance targeting and attribution capabilities, but such data is often fragmented, unavailable, or difficult to integrate.

Together, these variables create a complex environment where maximizing digital signage effectiveness requires not only strong infrastructure but also the right data, partnerships, and content strategy.

3. What potential benefits and risks do you associate with transforming Spectrio’s digital signage network into a revenue-generating retail media network (RMN)?

Potential Benefits:

• New Revenue Stream:

Enables Spectrio and its clients to monetize underutilized screen time through third-party advertising, creating a consistent, incremental revenue source.

• Enhanced Client Value Proposition:

Offering RMN capabilities positions Spectrio as more than a CMS provider—it elevates us as a strategic partner helping clients unlock new business value.

• Competitive Differentiation:

RMN capabilities can distinguish Spectrio from traditional signage providers by tapping into a rapidly growing sector in retail and CPG.

• Advertiser Appeal:

Our existing network of screens represents a ready-made distribution channel for advertisers seeking in-store media placements with direct shopper exposure.

• Data-Driven Insights:

With the integration of shopper and transaction data, we can offer highly targeted and measurable campaigns, increasing effectiveness and advertiser satisfaction.

Potential Risks:

• Operational Complexity:

RMN introduces new layers of technology, data privacy, campaign management, and measurement—requiring new capabilities that are outside traditional signage operations.

• Client Buy-In and Brand Concerns:

Not all clients will be eager to display third-party ads, especially if it risks compromising brand control or customer experience.

• Ad Quality and Content Control:

Maintaining consistent, brand-safe ad quality across a diverse network may be challenging, particularly when multiple advertisers are involved.

4. What considerations are important for Spectrio when implementing audience targeting capabilities in in-store advertising?

Implementing effective audience targeting in in-store advertising requires a thoughtful blend of data, context, and placement. Key considerations include:

1. Audience Profile and Behavior

Understanding who the shoppers are is foundational. This includes:

●        Demographics (age, gender, income level)

●        Shopping behavior (frequency, dwell time, product preferences)

●        Loyalty data and purchase history
 This insight allows advertisers to tailor messages that are relevant and timely.

2. Venue Purpose and Traffic Patterns

The type of venue (e.g., convenience store, big-box retailer, pharmacy) shapes the shopper mindset and intent. Targeting strategies should align with whether the environment is high-frequency, high-intent, or more passive in nature.

3. Endpoint Location Within the Venue

Where the signage is located within the store greatly impacts its targeting potential:

●        Category adjacency (e.g., placing a beverage ad near the refrigerated drinks aisle)

●        Point of decision vs. point of entrance (e.g., impulse messaging near checkout vs. brand awareness at entry)

●        Line of sight and dwell time zones (high-traffic vs. low-attention areas)

4. Contextual and Situational Targeting

Real-time context, such as:

●        Time of day or day of week

●        Local weather conditions

●        Store-level promotions or events can further enhance targeting precision.

5. Data Integration and Privacy Compliance

To target effectively and responsibly, data sources such as loyalty programs, transaction logs, and in-store sensors must be integrated securely and in compliance with privacy regulations (e.g., CCPA, GDPR). Transparency and customer trust are non-negotiable.

Bottom Line:
The more insight, context, and relevance Spectrio can provide to advertisers through intelligent data and strategic placement, the more likely an ad will drive action—whether that’s awareness, consideration, or conversion.

5. What measures would you require to ensure that third-party advertisements align with your brand values and messaging?

To ensure that third-party advertisements are consistent with our brand values and those of our clients, we’ve implemented several key safeguards within the platform:

1. Advertiser and Category Controls

When a new venue or retailer is onboarded, they are provided with the ability to:

●        Whitelist approved advertisers and ad categories

●        Blacklist advertisers or categories that do not align with their brand standards or audience expectations

2. Pre-Approval Workflow

The platform can be configured to require manual review and approval of ad creatives before they are published. This ensures that every advertisement meets brand, tone, and content guidelines.

3. Customization by Location

Controls can be customized at the venue or even screen level, allowing flexibility to account for different regional or demographic sensitivities across a retail network.

4. Ongoing Monitoring and Oversight

Our team (and/or the client’s team) maintains the ability to monitor ad content in real time and remove or flag any content that violates brand guidelines post-deployment.

Conclusion: These measures ensure that retailers retain full control over the ad content shown on their digital signage, preserving brand integrity while enabling monetization through third-party advertising. 

6. How would the potential revenue from third-party advertising impact your overall marketing and operational budget planning?

Spectrio’s ad revenue-sharing model is intentionally designed to create a self-funding growth loop for our clients. The goal is to encourage reinvestment of ad-generated dollars into:

●        Expanding digital signage networks

●        Deploying additional endpoints

●        Enhancing content strategy and audience targeting capabilities

From a budget planning perspective, this model helps reduce the financial burden of network expansion, allowing clients to scale their in-store media presence with minimal incremental capital investment.

For Spectrio, the increase in third-party ad revenue also supports:

●        Investment in product development and platform innovation

●        Funding RMN-related operational support

●        Strengthening partner integrations and data capabilities

In summary:
The monetization of signage through third-party advertising isn’t just a new revenue stream—it’s a strategic enabler that allows both Spectrio and its clients to grow more efficiently, sustainably, and competitively.

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