Quoted in Digiday: Kevin Goodwin on WHSmith's Airport Retail Media Network

*The following summarizes an article from Digiday published on January 22, 2025.

SEATTLE, WA - Retail media networks are evolving, and WHSmith is introducing a unique option for brands seeking to reach a high-value audience in U.S. airports. By leveraging in-store and digital out-of-home (DOOH) advertising, WHSmith is capitalizing on the steady flow of 2.3 million daily travelers passing through American airports, as estimated by the TSA.

The network’s promise lies in its ability to combine physical advertising inventory with audience data partnerships through TSA, Meta, and The Trade Desk. This means brands can deliver targeted ads to travelers during their airport journey while tying them back to in-store offers. Early adopters like PepsiCo’s Frito-Lay and Bose are already taking advantage of the network’s innovative approach.

But how do media buyers view this latest addition to the growing list of retail media networks? Kevin Goodwin, VP of Digital Marketing at New Engen, shared his perspective on where such niche networks fit in a competitive landscape:

It would be very low on the list relative to all the other retail media or digital out-of-home type placements we could buy

Goodwin’s comment highlights an important consideration for marketers: while these specialty networks offer access to unique, high-value audiences like business travelers, their smaller scale and limited reach may place them lower in the priority queue for broader campaigns.

To learn more about WHSmith’s new retail media network and the broader discussion, read the full article on Digiday here.

About Digiday
Digiday is a leading media outlet covering trends and innovations in digital media, marketing, and advertising. Known for its in-depth reporting and industry expertise, Digiday provides valuable insights for marketers and business leaders navigating the evolving media landscape.

About New Engen
New Engen is a digital marketing agency driving impact for brands across every phase of the customer journey – maximizing it, measuring it, and repeating it. Through a collective passion for building brands, a relentless desire to challenge the status quo, and deep digital expertise across hundreds of brands and verticals, we put our clients on the cutting edge of what’s possible in digital marketing.

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