WHSmith’s Gotham News at New York’s LaGuardia Airport.

Pure-play travel‑retailer WHSmith has tied up with In-Store Marketplace (ISM), a specialist in digital in-store media integration, to roll out a programmatic retail media platform across more than 350 airport stores in the United States.

The strategic partnership between WHSmith North America Media Network and ISM brings together audio and 700+ digital screens in a single ecosystem using ISM’s centralised platform – said to be the retail industry’s first – and hardware from parent group, Mood Media, to deliver a turnkey solution.

WHSmith North America has its own media unit called WHS Media, but the combination, it says, will enable it “to monetise in-store digital screens and audio assets more efficiently”. It also offers advertisers easy access to high-value travellers with long dwell times and strong spending power.

“Speciality retailers like WHSmith have tremendous untapped potential in their in-store environments,” said David Simon, EVP of Advertising for Mood Media and President of Vibenomics and ISM. “We’ve created a solution that unlocks new revenue for WHSmith while giving advertisers unmatched precision and scale.”

The monetisation aspect is important as WHSmith has faced scrutiny ever since it made big downward revisions to its North American FY25 profits due to accounting failures. Late last year, the company also partnered with Solstice Sunglasses to boost average transaction values.

More targeted campaigns

The new media network represents a unified footprint that enhances WHS Media’s capabilities. This should give advertisers greater flexibility in how campaigns are scheduled and delivered. ISM’s programmatic element means that WHS Media can move beyond traditional digital out-of-home (DOOH) to create more targeted campaigns.

WHSmith’s City Arts Market at Orlando Airport, Florida.

Advertisers can access the entire network through a single point of entry. Early adopters, including PepsiCo’s Frito-Lay and Bose, are already activating campaigns, with other brands expected to follow.

Retail media has become one of the fastest-growing channels in marketing. In 2019, it accounted for just 10% of media spend, but by 2024, that figure had nearly tripled to 30%. It has thus become a key pillar of brand strategy.

ISM has been expanding into speciality verticals like travel retail, where premium, affluent audiences offer distinct value for advertisers. Alison O’Keefe, Partnership Director of WHSmith North America Media Network, said: “By working with ISM, we’re able to open our entire airport footprint to advertisers in a way that’s scalable and built for today’s travel audience. The result is the most sophisticated travel retail media network, moving from isolated placements to a true ecosystem that delivers measurable impact.”

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