The retail media market is growing rapidly across Europe: in 2024, the market volume reached more than €11 billion. By 2026, spending is expected to rise to around €25 billion. Its importance is also growing rapidly in Austria, with advertising spending expected to reach around €550 million in 2025.

MAXFIVE is also actively shaping the future in this market: as a full-service provider for digital signage solutions, we develop strategies for our customers that enable tailored and effective communication at the POS. A particular focus is on targeted content delivery.

A current example of this is the linking of digital screens with real-time weather data. This new solution shows how strongly data-based technologies are already shaping the POS today. Here’s how it works in detail:

Dynamic communication at the point of sale

The 65-inch steles placed at the entrances of BILLA and BILLA PLUS stores are now equipped with weather targeting. This is based on the exact location data of all stores in Austria. If certain parameters are met—such as temperature, rain, or sunshine—the content management system (CMS) automatically displays the corresponding subjects at the respective location. This is made possible by a special CMS function that was implemented in collaboration with our partner SKLERA.

This means that ice cream or cold drinks can be advertised in the east when summer temperatures are high, while products such as soups or tea are highlighted in alpine regions at the same time. The content is regularly compared with current weather data and adjusted several times a day.

Technical infrastructure and flexibility

The technical basis allows for fast and precise control: each stele processes local weather data and automatically adjusts the content display. Functional enhancements can be easily integrated thanks to the digital infrastructure. Advertisers have the option of using their own spots with a minimum length of six seconds. The screens can be booked flexibly – from individual locations to exclusive weekly placements. This allows campaigns to be planned precisely and optimally tailored to the respective target group.

Impact and added value

The aim of weather-based playback is to make advertising content even more relevant. Situational adaptation not only increases attention, but also willingness to buy, as consumers are addressed with suitable offers at the right moment.

For advertisers, this means more efficient use of their budgets, as campaigns can be carried out with less wastage and are more measurable. The combination of reach, flexibility, and precise targeting makes weather-based screens an effective tool within the retail media strategy.

Data and AI as the next stage of development

The current solution focuses on the parameters of temperature, precipitation, and solar radiation. Although the available data extends to wind speed and the percentage of particulate matter pollution, the key here is not to get lost in the wealth of data, but to focus on the essentials: showing consumers offers that are relevant to the current weather.

Setting the course for the future

With this development, MAXFIVE and BILLA have taken a decisive step toward programmatic playback. The weather-dependent screens combine high reach with situational relevance, increase efficiency at the POS, and create a strong basis for future innovations in data-driven communication.