Sanctuary Billboards: Elevating Kuala Lumpur’s advertising landscape with the Broadsign Platform
Out-of-home advertising is having a banner year, with OOH advertising revenue having increased by 3.4% in the second quarter of 2024, according to the OAAA.
The rise of digital out-of-home (DOOH) is fueling this growth, largely due to technological advancements. Given all this momentum, it’s not surprising to see OOH and DOOH gaining traction worldwide, especially in a country like Malaysia, which has the sixth-largest GDP in Southeast Asia.
One billboard company is leading the charge in Malaysia’s increasingly competitive advertising landscape. Sanctuary Billboards is a media owner committed to delivering high-quality advertising in the country’s capital, Kuala Lumpur. Under the leadership of its CEO, Paul James Sapwell, the company’s philosophy is quality over quantity, focusing on acquiring only the best sites for both its static and digital inventory to deliver maximum impact. Strategically speaking, this enhances the aesthetic appeal of the advertisements and drives higher traffic numbers compared to competitors.
Sanctuary Billboards’s screens feature dynamic and varied content that captures the attention of passersby and keeps the visual experience fresh, engaging and, most importantly, compelling while delivering impactful and effective advertising on every screen.
Harnessing the power (and potential) of DOOH in Malaysia
What does DOOH bring to Sanctuary Billboards? According to Nick Sapwell, the company’s Digital Production Manager, digital screens are a platform that can provide endless possibilities. “We are particularly excited about the fact that our billboards are eye-catching in a way that most other advertising platforms are not. Unlike other forms of advertising that can be skipped or ignored, outdoor ads demand attention, leading to superior turnover rates and greater brand recall,” he says.
What does the future hold for programmatic DOOH?
Programmatic DOOH (pDOOH) exchanges promise expanded reach, increased revenue, and a rising demand for inventory. Though still a relatively small segment, pDOOH is experiencing rapid growth in the region, and Sanctuary Billboards is ahead of the curve and in dialogue with most stakeholders.
“Sanctuary Billboards’s choice to partner with Broadsign was driven by its mission to offer the best quality screens and sites. Broadsign’s reputable CMS system provides the flexibility needed to meet diverse client demands,” said Nick Sapwell. In addition to leveraging the Broadsign Platform, Sanctuary Billboards is developing proprietary software for reading Broadsign’s APIs. This move marks another innovation by the media owner that will provide clients with comprehensive data reports to further enhance the value it brings to its partners and customers.
Looking ahead, Sanctuary Billboards plans to reinvest profits from its existing digital screens by converting more static sites into digital ones. The company is also keen to grow its offering, expanding into offering ad creation services to its clients in video production and editing. Content customisation which is relevant to viewing situations ensures effective communication, a point of difference learned from Sanctuary’s strategic partner, Plan B Media.
Ultimately, Sanctuary Billboards is about more than just advertising. It’s an organization that embraces the opportunity to set new benchmarks in quality and innovation within the industry. With a strong foundation and a clear vision for the future, Sanctuary Billboards is well-positioned to continue its growth and solidify its status as a leader in Kuala Lumpur’s OOH advertising landscape.
Want to grow your out-of-home network? Schedule a live demo to see how we can help make that happen!
Product News | October 11, 2021
How Reklam Istanbul is building Turkey’s largest digital OOH network with Broadsign
The global out-of-home (OOH) industry is having a standout year, with the medium expected to reach $49.7B globally. Istanbul, Turkey’s vibrant economic and cultural hub, is no exception, reflecting this impressive momentum as the local market experiences substantial growth.
OOH advertising makes up 4% of Turkey’s total media spend, with digital out-of-home (DOOH) contributing 32% of that figure. DOOH ad spend has surged over the past few years, particularly across sectors like retail, entertainment, cosmetics, personal care, public institutions, and political parties. Leading the charge is Reklam Istanbul, a key player in the country’s OOH digitization. Founded in 2018, the media owner is at the forefront of digital innovation, operating two major networks, Yovi Metro and Seaplay, which together reach over 12 million people monthly.
Premium screens in prime locations
The Yovi Metro network features over 2,000 screens spread across Istanbul’s vast transit lines, offering brands and advertisers unmatched visibility to engage commuters throughout their daily journeys. Seaplay, meanwhile, consists of digital screens located in 47 ship ports across the city, including a striking 138-square-foot L-shaped LED screen that showcases 3D content in the popular tourist hotspot.
This year, Reklam Istanbul is poised for further growth, with plans to increase its digital display count to nearly 12,000. The company takes a strategic approach to screen placement, emphasizing a diverse mix of screen types and locations rather than concentrating on similar displays. By expanding into underserved areas, it aims to provide advertisers with full citywide coverage, enabling them to reach audiences across Istanbul with a one-week campaign.
Bringing advanced DOOH technology to Istanbul
Anamorphic 3D billboards have become a standout feature in outdoor advertising, appearing in major cities across Europe and beyond. To bring this cutting-edge experience to its home market, Reklam Istanbul installed its striking L-shaped LED screen at Kadiköy Port, a bustling tourist hub, in early 2024.
Given the novelty of the technology in Turkey—and the time-consuming nature of outsourcing 3D content production—Reklam Istanbul took a proactive approach. It established an in-house creative studio dedicated to producing 3D visuals for its screens. All 3D productions are created by Artesda Studio. With plans to expand its network of L-shaped 3D billboards, it is positioning itself at the forefront of the local market’s digital transformation.
Recently, Reklam made some of its inventory available via programmatic transacting, making this savvy media owner one of the first to do it in the Turkish market. Brands and advertisers can launch highly targeted, contextual campaigns in minutes, with access to extensive audience data that allows for more precise audience targeting.
How the Broadsign Platform is helping Reklam Istanbul broaden its reach
With a growing network and plans to adopt further technological advancements, Reklam knew it needed the support of an industry leader. So, the media owner adopted the Broadsign Platform to manage and automate its digital signage operations. “Trust is very important for brands in Turkey, and working with a global, reputable technology provider like Broadsign goes a long way, especially for brands interested in getting started with programmatic DOOH (which we anticipate will be very big next year),” says Utku Şahin, Head of Digital at Reklam Istanbul.
Now, scheduling and running campaigns across its Yovi Metro and Seaplay networks can be performed effortlessly with proof-of-play reports, ensuring screens are continuously monitored. Should any issues arise, the team can troubleshoot swiftly, minimizing any potential for concerns. The entire network is visible via Broadsign’s user-friendly, centralized hub.
As Reklam Istanbul continues its growth, it leverages Broadsign’s scalable solutions to simplify expansion. Adding new screens to the inventory is seamless, allowing for quick and efficient growth. Currently, Broadsign powers 2,000 of Reklam’s screens, with plans to scale that number to 10,000 as the company invests in new installations across the city. This expansion will be easily managed through the Broadsign platform, according to Şahin.
Looking ahead
So, what’s next for the media owner? Big plans are in the works for 2025 and beyond. Beginning next year, the company will continue to expand its growing inventory, looking at adding screens of varying sizes and venue types—including installing at least one other large-format 3D LED screen.
Investing in emerging technologies to make DOOH more attractive and accessible to media buyers is a key priority for the media owner. Improving audience insights with advanced measurement technology is also a major focus, especially as their network continues to expand. “We plan to offer measurable, data-driven targeting to brands’ outdoor and digital teams. For this reason, we are closely following emerging technologies and are looking forward to integrating features like dynamic capabilities that will enable our team to change creatives based on data feeds like weather,” shares Şahin. “Combined with Broadsign’s reporting features, brands and advertisers can feel confident in running their ads on our network.”
Build your own network with Broadsign! Contact us today for a live demo.
Product News | October 11, 2021
Maximizing impact with programmatic DOOH: Agency insights from Adsmurai
As the advertising landscape evolves, programmatic digital out-of-home (pDOOH) is emerging as a powerful medium, blending traditional outdoor reach with data-driven targeting and real-time flexibility. At the forefront of this shift is Adsmurai, a leader in digital marketing solutions, where Giancarlo Arena, Head of Programmatic, Global, champions innovative DOOH strategies with over 20 years in programmatic advertising.
We recently sat down with Giancarlo to get his valuable insights on integrating DOOH within omnichannel campaigns, addressing misconceptions, and the power of data-backed creativity. Through his experiences, we explore the growing potential of DOOH as a powerful medium in today’s media mix.
The evolution of programmatic DOOH
Programmatic DOOH is reshaping the way brands approach out-of-home advertising, turning a high-impact channel into a dynamic, data-driven tool. Giancarlo’s journey into DOOH began as programmatic capabilities were introduced, blending automation with the reach of outdoor media. This evolution brought new opportunities, allowing brands to target audiences with greater precision, as well as more robust measurement capabilities.
Reflecting on these advancements, DOOH’s integration of data and automation opens doors for brands to connect with consumers at the right place and time. This shift broadens DOOH’s potential, aligning it with digital strategies to give advertisers greater flexibility and cross-channel impact. By adapting to real-world interactions and real-time data, DOOH is now an adaptable channel ideal for today’s digital-first campaigns.
How programmatic DOOH completes the omnichannel journey
Integrating DOOH with other digital channels creates a unique bridge between physical and digital spaces. Giancarlo explains that by weaving DOOH into their broader campaigns, brands can create a seamless journey for consumers, amplifying brand engagement from the screens in their hands to the digital billboards in their surroundings.
In one campaign, Adsmurai combined mobile retargeting with DOOH placements, reinforcing brand presence at key moments throughout the day. This layered approach built familiarity and deepened engagement, guiding consumers through multiple touchpoints—from digital interactions to impactful, real-world visuals. Hear from Giancarlo on the campaign that leveraged mobile retargeting alongside DOOH to amplify brand presence and create a cohesive, multi-touchpoint experience.
Changing the perception of DOOH: From brand awareness to performance-driven outcomes
A common misconception of DOOH is that it’s primarily for brand awareness, overlooking its potential to deliver measurable performance. To educate clients, Giancarlo showcases how DOOH campaigns can deliver outcomes like store visits, online conversions, and ultimately, return on ad spend (ROAS). Through these insights, Adsmurai helps brands recognize DOOH’s full potential—not just for exposure, but as a powerful driver of performance and engagement.
Crafting effective creative for DOOH campaigns
Programmatic DOOH requires a fresh approach to creative that resonates in high-traffic, public spaces. Unlike other digital channels, DOOH creative needs to capture audience attention immediately, and Giancarlo emphasizes that relevance and context are essential. For Adsmurai, this means tailoring each campaign to fit its environment—considering factors like audience, time of day, and location.
Giancarlo’s team collaborates closely with clients to ensure that DOOH creative doesn’t just look appealing, but aligns with campaign goals and speaks to viewers in the right moment and place. By creating context-driven, visually compelling ads, Adsmurai elevates each campaign’s impact, ensuring it stands out.
Measuring success and optimizing campaigns with real-time data:
A key advantage of programmatic DOOH is the ability to leverage real-time insights, enabling in-flight campaign optimizations. Adsmurai uses live metrics like foot traffic, brand lift, and ROAS to make adjustments while the campaign is live. This data-driven approach allows the team to reallocate budgets to high-performing locations or refine audience targeting, maximizing campaign impact. Here Giancarlo explains how he optimizes campaigns for retail brands, based on real-time performance data:
Leveraging Broadsign’s partnership for global scale
As Adsmurai expands its programmatic DOOH reach, Broadsign’s partnership plays an important role in delivering seamless, high-impact campaigns across multiple regions. Giancarlo explains that Broadsign’s extensive network helps Adsmurai manage campaigns efficiently across diverse markets—from Europe to North America and beyond. This collaboration enables their team to provide consistent, relevant experiences for clients, regardless of location, by leveraging a reliable platform and access to a wide range of digital screens.
This partnership allows Adsmurai to scale DOOH campaigns with confidence, delivering measurable results for clients and maximizing the potential of each campaign across global markets.
Want to learn more about running creative and impactful campaigns? Connect with us today.
Product News | October 11, 2021
Getting better every day: Broadsign exceeds on carbon neutrality goals
At Broadsign, “getting a little better every day” is more than just a pretty phrase —it’s a mantra; a coveted guide to how we approach every project and challenge. Big wins are exciting, but we know that real, lasting progress comes from the compound impact of small, thoughtful actions. This includes how we operate, measure, and reduce our impact on the environment, a journey we started several years ago.
In January 2023, our CEO, Burr Smith, announced Broadsign’s pledge to achieve carbon net-zero status by year-end—and maintain it in the years ahead. As Burr stated, “Leaving the planet better than how we found it is not just good for business; it’s the right thing to do.” This commitment takes on even greater significance in light of industry trends: Software-related emissions currently account for 4-5% of global greenhouse gas emissions, a figure expected to rise to 14% by 2040, according to the Green Software Foundation and the Harvard Business Review. The media and ad industries are not immune. According to a joint Scope3 and ANA report, “every thousand ad impressions, of which there are billions each day, emit between 50-1500+ grams of CO2 due to the energy used by data centers around the globe.” The message is clear—action is urgently needed.
Broadsign’s sustainability pledge was built on years of groundwork, followed by our first in-depth carbon audit, conducted in partnership with environmental consultants RWDI. The audit reviewed our 2022 emissions and confirmed that business travel and cloud hosting services, essential to our operations as a growing global software company, made up the majority of our carbon footprint. A detailed summary of the report was posted on our blog.
Following the audit, we were able to set actionable and measurable steps: pinpointing areas for improvement (such as moving cloud workloads to regions that are less carbon-intense), implementing changes where possible, and determining the best strategies to offset emissions that could not be eliminated.
This summer, Broadsign, in collaboration with external auditors, completed its second carbon impact audit, covering the 2023 fiscal year. We’re pleased to share the key findings and progress we’ve made below.
Key findings and progress from our latest audit
Broadsign’s 2023 annual emissions were estimated at approximately 898 metric tonnes of carbon dioxide equivalent (CO2e), representing an 18% year-over-year reduction. Additionally, we reduced our CO2 emissions per dollar of revenue by 25% year-over-year. As in previous audits, all our emissions fall under Scope 3. This includes indirect emissions from purchased goods and services, business travel, employee commuting, and leased facilities.
Emissions from cloud infrastructure were reduced by 63%. This was achieved by transitioning to data centers powered by renewable energy sources in combination with improved data reporting processes.
While we achieved significant reductions in some areas, renovations at our Montreal head office led to a 20% increase in emissions from purchased goods and services. Carbon impact was a key consideration when planning the renovation, and considerable effort was made to partner with suppliers, and manufacturers committed to sustainable practices, including using renewable energy, recycled steel and glass, sustainably harvested wood, and certified low-VOC materials. The result enhanced our workspace while reinforcing our commitment to environmentally responsible choices—something our employees have wholeheartedly embraced.
As our internal carbon emissions data collection processes evolve, we anticipate fluctuations in estimates. Moving forward, we are continuing to refine data collection methods and prioritize partnerships with suppliers who actively reduce their greenhouse gas (GHG) emissions.
Our carbon offsets program: increased impact
While we remain committed to reducing our greenhouse gas emissions, we recognize that there are limits to how much we can eliminate or reduce through operational changes alone. To address this, we’ve partnered with Klimate, a global leader in carbon offset solutions. Following our 2023 emissions audit, we updated our investment mix to increase the impact of our carbon offsets by offsetting a maximum amount of CO2 while also extending the permanence of the offsets.
With this approach, we were able to increase the average permanence of our offsets 5X from 299 years to 1,570 years, ensuring that the carbon removed from the environment stays out for the long term. In total, this initiative removed 1,231 tons of CO2, representing 137% of our yearly emissions.
This year’s investments were directed toward three major programs, each contributing to long-lasting environmental impact:
Reforestation of farmed land: This program focuses on restoring ecosystems by planting trees on farmed land. Offset permanence: 50 years.
Blue carbon via mangrove reforestation: This initiative targets coastal deltas, using mangrove forests to sequester carbon. Offset permanence: 80 years.
Microbial carbon mineralization: This approach locks away carbon in the soil using microorganisms. Offset permanence: 10,000 years.
Working towards a greener out-of-home industry
The out-of-home industry is buzzing with exciting initiatives as companies work to repair the environmental impact of human activity. At Broadsign, we remain committed to tracking, improving, and offsetting our carbon footprint wherever possible. As part of this commitment, we’re excited to also announce a new partnership with Scope3 that will empower brands and agencies to plan and purchase media based on carbon intensity while enhancing their carbon reporting for OOH. Stay tuned for more details!
Lessons learned
In our experience, success requires two key factors: passionate employee engagement and strong executive-level commitment to positive change.
Engagement from both of these groups has made a significant impact on our progress, and we’ve seen how even small steps can make a big difference. Steady advances in tracking and reporting our emissions, addressing gaps in vendor practices, and redirecting spend toward green energy sources have all made a difference. Securing executive leadership and budget commitments well in advance to meet our commitments has been a critical driver of meaningful progress.
This is a journey, and we know there’s room to grow. We welcome feedback and collaboration as we work together toward a more sustainable future. Let’s keep striving to do better—together.
Understanding (D)OOH metrics: How to measure the success of out-of-home advertising
Understanding the right metrics can make or break your strategy when managing any advertising campaign—and digital out-of-home (DOOH) is no different. Thanks to evolving out-of-home (OOH) measurement and attribution capabilities, successful DOOH advertising now goes beyond displaying an ad on a digital billboard; it’s about reaching the right audience at the right moment with measurable impact. In today’s advertising landscape, where every dollar must show results, relying on outdated methods to track impressions and reach won’t cut it.
In this blog, we’ll break down the key metrics that define DOOH advertising and explain how they stand apart from other forms of digital advertising. Whether you’re a seasoned marketer or new to out-of-home advertising, understanding these metrics is crucial to leveraging DOOH effectively in your marketing strategy.
How digital technology transformed out-of-home ad measurement
Tracking OOH impressions used to be tricky due to its broad, one-to-many nature. For example, measuring how many people pass a billboard is more complex than tracking views on an online ad. But with digital OOH, that’s changing.
Unlike static OOH, which relied on broad reach estimates, DOOH uses technology like in-screen sensors, mobile tracking, and geolocation to provide more accurate audience insights. Advertisers can now track who’s viewing ads, when, and even actions like visiting a store or website. Programmatic DOOH (pDOOH) has further transformed the space, allowing automated ad buying and detailed performance reports. This level of tracking and attribution brings DOOH closer to the precision of online advertising, making it a key part of today’s marketing strategy.
DOOH metrics can be researched and tracked in a number of different ways
DOOH advertising performance metrics
Like any form of advertising, digital OOH has certain quantifiable data points — metrics —that advertisers and media buyers rely on to assess the performance of their campaigns. These metrics help determine whether an ad is reaching its target audience, whether it’s generating the right amount of exposure, and how well it’s driving engagement or conversions.
Some of the most common metrics used to measure DOOH performance include:
Impressions
Definition: The total number of times an ad has potentially been viewed.
How it’s calculated: Impressions are typically calculated using traffic data, sensor-based tracking, or audience measurement technologies (like GPS data or facial recognition software). For example, if 100,000 vehicles pass by a digital billboard each day, and each vehicle has an average of 1.5 occupants, then the number of impressions per day would be approximately 150,000.
The most important metric in digital out-of-home is the number of impressions that a screen gets over a given time period. Impressions help measure performance by estimating the number of times people view an advertisement, and they often determine how much an ad will cost. However, determining how many impressions a screen gets is a little tricky.
With online advertising, one appearance of an ad on one screen is likely to reach one person. But since out-of-home is a one-to-many medium, with several people likely to be looking at a screen at any given moment, media owners apply an impression multiplier to each ad play on every individual screen.
Determining these dynamic multipliers requires real-time (or relatively real-time) data collection. Different networks rely on different tools to gather this data. Cinemas, for instance, can use ticket sales to get a good idea of how many people see a given ad up on the screen. Other businesses might use cameras and sensors integrated with a DOOH analytics platform like Quividi or Linkett to collect view data on an ongoing basis. Still, others might use an independent third-party research firm like Geopath or Nielsen to conduct a statistical analysis of the likely views that a screen will get.
Reach & frequency
Definitions: Reach measures how many unique people are exposed to your ad, while frequency indicates how often those people see it over a given period.
How they’re calculated:
Reach estimates the unique viewers from total impressions by distinguishing repeat views from new ones. For example, if an ad location has 500,000 unique passersby in a week, the reach is 500,000.
Frequency is calculated by dividing total impressions by reach. For example, if an ad has 1,000,000 impressions and reaches 250,000 unique people, the frequency would be 4 (1,000,000 ÷ 250,000).
Reach and frequency, both based on impressions, capture different aspects of a campaign’s effectiveness. They help advertisers balance exposure: too few views risk low recall, while too many can lead to ad fatigue.
Engagement
Definition: The level of interaction or attention that the audience has with the ad, often measured by actions like QR code scans, taps on a touchscreen, or other measurable forms of interaction.
How it’s calculated: Engagement can be tracked using various tools like sensors, cameras, or interaction points (e.g., mobile apps or touch screens). For example, if 500 people scan a QR code from a digital display out of 50,000 impressions, the engagement rate would be 1% (500 ÷ 50,000).
DOOH can feature interactive elements like QR codes, touch screens, or mobile app integrations that invite viewers to engage with the content directly. This precise tracking gives a clear understanding of the ad’s ability to capture attention and drive meaningful engagement from the audience.
Definition: The percentage of individuals who take a desired action after viewing the ad, such as making a purchase, signing up for a service, or downloading an app.
How it’s calculated: Conversion rate is typically calculated by dividing the number of conversions (e.g., purchases or sign-ups) by the total number of interactions or impressions. For example, if 200 people make a purchase after seeing the ad out of 500,000 impressions, the conversion rate would be 0.4% (200 ÷ 50,000).
Today’s diverse data sources and analytics tools allow advertisers to precisely track post-exposure behaviors, accurately attribute conversions, and better assess campaign success.
Attribution strategies depend on campaign goals. For brand awareness, metrics like increased branded searches, social media followers, direct website traffic, or physical store visits can indicate success. For greater accuracy, device IDs can track actions: if someone searches for a brand shortly after passing a DOOH ad, that search can likely be attributed to the ad exposure.
Comparing sales before and after a campaign is a common method of determining DOOH campaign success
Leveraging pDOOH for successful campaign targeting
While impressions and conversion rates are key for assessing campaign success, programmatic DOOH offers advanced metrics that give deeper insights into audience behavior and real-time engagement. Here are some pDOOH-enabled metrics that elevate omnichannel campaign measurement:
Dynamic Creative Optimization (DCO) metrics
One key benefit of pDOOH is Dynamic Creative Optimization (DCO), which adjusts DOOH creatives in real-time based on factors like weather, time of day, audience profiles, or nearby events. DCO allows advertisers to customize ad elements (images, text, offers, CTAs) to match user preferences. For example, a QSR might display various menu items, adjusting in real-time based on demographics, browsing history, and environmental data such as location or weather.
Effective DCO requires ongoing measurement using metrics that track general DOOH performance (dwell time, impressions, interaction rate) and specific DCO impact. These metrics show how engagement or conversion rates change with factors like weather, local events, or foot traffic.
Key performance indicators for DCO in DOOH campaigns include:
Creative variants CTR: Measures interaction, like QR code responses, for different versions.
Engagement with creative elements: Tracks which elements resonate most (e.g., weather-based messaging).
Creative rotation effectiveness: Compares performance across different times or conditions.
Weather, time, and location relevance: Assesses engagement based on real-time factors.
Cross-channel conversion metrics
Advanced data analytics in pDOOH connect offline and online interactions, providing a complete view of the consumer journey. Using device ID matching and geo-fencing, advertisers track DOOH ad impact on website visits, app downloads, social media engagement, and store visits, measuring how exposure drives cross-channel actions.
Key metrics highlighting the cross-channel impact of DOOH include:
Walk-in rate: Measures the percentage of people who visit a location after seeing a DOOH ad, often tracked via mobile location data or GPS.
Online conversion rate: Calculates the percentage of website visitors who convert (e.g., sign up, purchase) after seeing a DOOH ad.
Cross-device conversions: Tracks conversions on other devices after DOOH exposure, using multi-device tracking.
Social media interaction rate: Measures increased social media activity (e.g., likes, shares, follows) from DOOH exposure, often tracked with geo-fencing.
Multi-touchpoint conversion attribution: Assigns conversion credit to DOOH within a larger multi-channel strategy, showing its role in cross-channel journeys.
