For this month’s Media owner spotlight, Vistar spoke to Franck Vidal, Commercial Director at Connected Retail (part of adm Indicia). This interview spotlights the unique value proposition their digital network brings to the out-of-home (OOH) industry and how Connected Retail’s partnership with Vistar Media is enhancing digital advertising experiences in Singapore, Australia and New Zealand.
Please describe your network in 2 sentences.
Connected Retail is a leading in-store retail media network across Singapore, Australia and New Zealand (ANZ), activating digital screens strategically throughout the shopper journey – from mass supermarkets to premium travel retail environments – to influence consumers at the point of purchase. Through advanced programmatic capabilities and data-led activation, we enable brands and agencies to drive measurable brand impact and sales outcomes directly within physical commerce.
What types of screens do you have / contexts can they be found?
Our inventory covers three countries in two regions including:
Singapore via Giant (with more to come)
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Front of Store
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Gondola Ends
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Free Standing Units
These formats are deployed within high-traffic supermarket environments, strategically positioned to capture attention at entry, in-aisle, and near key category zones.
ANZ
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Counter Digital Units
Located within premium travel retail and airport environments, these screens engage high-intent consumers at point-of-sale and transactional touchpoints.
What regions do you operate in?
We currently operate across Singapore and ANZ, with more markets to follow.
What audiences do you reach?
Our audience reach is diverse, depending on the market served.
In Singapore, our Giant retail network is typically defined by:
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Mass to mid-income families
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Value seekers
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Practical, needs-based purchasing
Across ANZ, we are evolving in a unique environment to target:
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Frequent flyers
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Affluent audiences
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Domestic and international tourists
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Impulse buyers
What sets you apart from other digital channels?
Connected Retail activates the full funnel from a single, high-attention touchpoint inside physical commerce, where transactions actually occur. Unlike traditional digital channels that optimise for impressions, clicks, or online intent signals, we influence verified shoppers in-store at the decisive moment when purchase intent converts into actual sales – bridging media investment directly to retail outcomes.
What is your network's main value proposition to a brand?
Connected Retail uniquely combines digital precision with physical scale. For non-endemic brands, we deliver nationwide reach across high-footfall retail environments, unlocking incremental audience access beyond crowded online ecosystems. For endemic brands, we drive in-store engagement at shelf level, supporting trade objectives and accelerating conversion at the point of purchase – with measurable sales impact.
What do you wish more digital buyers knew about OOH?
Modern digital OOH (DOOH) – especially within retail environments – is measurable and performance-driven. Today, brands can track outcomes, measure incremental sales impact, and evaluate ROAS, making DOOH a true performance channel rather than just a branding medium.
How do you see digital out-of-home evolving over the next year?
We’ve seen strong acceleration in programmatic activation in 2026, supported by increasingly diversified demand sources. As buyers continue to seek omnichannel consistency and real-world attribution, we expect programmatic DOOH within retail environments to scale further, becoming a core component of full-funnel media strategies.
Is there anything else you'd like to highlight about your network?
Connected Retail’s focus remains on building long-term retail partnerships, strengthening data capabilities, and enhancing measurement frameworks to ensure that media investment translates into tangible retail growth. We believe the next evolution of retail media lies in seamlessly connecting digital precision with in-store performance.
Why did you choose Vistar as a partner?
Vistar has demonstrated consistent leadership in the DOOH space, pioneering programmatic innovation for over 14 years across major global markets. With strong foundations now established in APAC, we see clear strategic alignment and meaningful synergies to accelerate programmatic growth together.
What has been Vistar's most valuable contribution to your business?
Vistar’s supply team has played a critical role in educating and supporting our stakeholders, helping them understand how programmatic continues to evolve within DOOH and unlocking new monetisation opportunities across the ecosystem.
What Vistar software capabilities do you find most useful?
Vistar’s supply-side platform (SSP) capabilities have been instrumental in expanding our access to global demand, streamlining inventory management, and enabling scalable programmatic activation across our network.
What benefits have you been able to leverage by working with Vistar?
Through Vistar, we have welcomed new brands, DSPs, and international demand sources into our ecosystem, accelerating incremental revenue growth and strengthening our position within the programmatic DOOH landscape.
Is there anything else you’d like to share?
We see significant opportunity ahead as retail media and programmatic DOOH continue to converge. By combining retail environments, deterministic shopper data, and global programmatic access, we are building a scalable model designed for long-term, sustainable growth.
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