Core Insights - Carrefour, Carmila, Unlimitail, and JCDecaux have formed a strategic partnership to enhance retail media through indoor Digital Out-of-Home (DOOH) and outdoor advertising at shopping centers in France and Spain [1][2][10] Partnership Details - The partnership aims to create a new media ecosystem at Carrefour and Carmila sites, with JCDecaux managing and upgrading advertising assets [2] - This collaboration aligns with Carrefour's transformation strategy, focusing on innovation and long-term value creation for real estate assets [2][9] Implementation Strategy - In France, the project will introduce 75-inch LCD digital screens and 81-inch LED screens in access areas, enhancing the advertising format [3][4] - The deployment will cover 161 shopping center malls and 297 access areas, marking JCDecaux's largest multi-site project in France [4] Expansion Plans - In Spain, JCDecaux will develop an indoor DOOH offer across 91 shopping centers and an outdoor offer across 88 access areas starting in 2027 [5] Technological Advancements - The digital assets will utilize low-energy technologies, and analogue street furniture will be upgraded with energy-efficient LED lighting [6] Retail Media Integration - The new OOH/DOOH network will integrate with Unlimitail's retail media offering, allowing for omnichannel strategies and programmatic DOOH campaigns [7][8] - Advertisers will have access to performance measurement tools based on aggregated data from Carrefour and Unlimitail [8] Strategic Goals - The project aims to modernize shopping centers, enhance visitor experience, and create new revenue streams through retail media [9][10] - The partnership is expected to leverage the strengths of Carrefour's audience, Carmila's real estate expertise, Unlimitail's retail media capabilities, and JCDecaux's outdoor advertising leadership [10]