WHSmith North America is expanding its retail media network with the rollout of in-store video and audio advertising across hundreds of U.S. airport locations.
The retailer plans to deploy roughly 700 digital screens and audio channels across more than 350 airport stores, partnering with the In-Store Marketplace (ISM) programmatic retail media platform.
Ads will be delivered via Mood Media’s digital display and audio hardware.
WHSmith North America launched what it described as the first travel-focused, in-store retail media network in North America in January 2025.
Known as the WHSmith North America Media Network (WHS Media), the platform spans more than 347 locations across the U.S. and Canada, including airports, rail stations and resort destinations.
The network combines in-store and off-site campaigns with data-driven customer insights. WHSmith said it will use sales data and performance metrics such as impressions and click-through rates to optimize campaign strategies.
By enabling programmatic buying, WHS Media moves beyond traditional digital out-of-home advertising, allowing advertisers to execute more targeted campaigns through a single access point.
The update gives brands access to WHSmith’s full in-store media footprint using automated, demand-side-platform-style buying.
“This collaboration represents a significant step forward in bringing WHSmith Media’s in-store strategy to life,” said Alison O’Keefe, partnership director of the WHSmith North America Media Network.
“It allows us to open our airport footprint to advertisers in a way that is scalable and designed for today’s travel audience.”
Early adopters of the platform include PepsiCo’s Frito-Lay and Bose, with additional brands expected to follow.
Click here to sign up to Retail Gazette‘s free daily email newsletter
