Product News | October 11, 2021

The State of Static OOH: A sneak peek into our industry report

While digital out-of-home (DOOH) has been a hot topic in the last few years, demand for static out-of-home (OOH) remains strong, representing about 70% of today’s OOH inventory. To better understand the industry’s dominant format, we conducted a survey to highlight the common challenges media owners face when managing static assets, where they see room for improvement, and how they see the medium evolving in the future. 

Broadsign’s recently released State of Static OOH report summarizes the findings of the survey. We received data from more than 125 OOH professionals spanning over 60 companies spread across the globe. The majority of network types were hybrid, offering advertisers a mix of static and digital inventory, ranging from a few hundred screens to thousands. To celebrate its release, we highlighted a few key findings from the report.

Static OOH continues to thrive in a digital era 

OOH networks with static inventory are actively integrating digitization into their core strategies. More than two-thirds of the static OOH media owners we surveyed operate “hybrid” networks, meaning they offer a mix of static and digital inventory to advertisers. That number is expected to grow, with nearly 43% of survey respondents saying they plan to invest in the digitization of existing static faces in the next one to two years.

While most media owners expressed a strong interest in modernizing and making their inventory more dynamic and data-driven, our data shows that static OOH isn’t going to be replaced anytime soon. In a digital-dominated era, static billboards provide advertisers a competitive edge thanks to their long-term exposure, eye-catching large formats, and strategic placements. 

The enduring appeal of static media is also reflected in our survey results, which showed that 70% of OOH networks with inventory digitization plans intend to convert less than a quarter of their existing static faces. Additionally, 78% of respondents expecting these digitization efforts to not be completed for another two to five years.

Streamlining time-consuming static workflows will be crucial

Adopting more efficient static workflows is desirable and has become a strategic necessity for the continued growth of a static OOH media owner’s business. Today’s advertisers expect fast turnaround times, exciting new creative opportunities, and the ability to make last-minute changes. These demands pose a challenge for many media owners still relying on time-consuming manual processes and tools to manage their inventory. 

In fact, 53% of the static OOH media owners we surveyed feel operational inefficiencies are putting them at a competitive disadvantage. To compete with other advertising channels, static media owners will need to confront the challenges posed by outdated inventory tracking systems and manual processes.

More advanced technology has arrived in static OOH

While there have historically been a number of perceived challenges around static OOH that have held back advertisers from investing in the medium, modern tracking methods and automated workflows are making those hurdles a thing of the past. Not only are these technological advancements delivering unparalleled efficiency, effectiveness, and value to every campaign, but they’re also increasing opportunities for both advertisers and media owners.

While technology priorities tend to vary from one static OOH business to another, almost all static media owners we surveyed agreed that their business would benefit from incorporating additional automation into their processes. Thankfully, this can be easily addressed by investing in a static OOH management platform that can automate the majority of tasks related to the proposal and posting process for static OOH campaigns.

We’re also seeing demand for real-time, all-in-one asset management solutions. Recognizing the importance of immediacy in today’s dynamic advertising landscape, static OOH companies are placing a premium on software solutions that provide real-time insights into their inventory availability. In fact, 75% of our survey respondents cite real-time inventory availability as one of the top features they look for in a static OOH management tool. 

With the rise of hybrid networks that blend traditional and digitized inventory, the demand for solutions that can seamlessly handle both digital and static OOH is becoming more pronounced. Over 68% of static media networks surveyed recognized the importance of consolidating their management processes within a single, integrated platform. 

Looking ahead, when asked which emerging technologies or trends they believe will be most important to the growth of the static OOH industry in the coming years, 59% of survey respondents cited data-driven targeting, and 47% cited data measurement and attribution.

The future of static OOH is a greener one

We’re seeing OOH media networks implementing more sustainable business practices and pledging to work towards a greener, more carbon-neutral future. With the majority of outdoor advertising networks facing increasing government restrictions around sustainability, almost 64% of the static OOH companies that we surveyed have already pledged to reduce their carbon footprint. An additional 17% expect to implement official sustainability measures for their business within the next few years.

Get the latest industry insights from our State of Static Out-of-Home report

 Ready to take a deep dive into the world of static out-of-home advertising? Download your copy of The State of Static Out-of-Home Advertising Report.

Product News | October 11, 2021

Spotlight on Displayce DSP: Navigating the programmatic landscape in digital out-of-home

Continuing its growth in the advertising world, programmatic digital out-of-home (pDOOH) remains a pivotal avenue for brands and agencies to engage with their audiences. One platform working to connect advertisers to media owners programmatically is Displayce, a demand-side platform (DSP) that helps to create, distribute, and optimize DOOH campaigns in real-time. 

Based in Bordeaux, France, Displayce’s programmatic platform enables access to a network of over 1 million billboards across more than 70 countries, allowing brands to run pDOOH campaigns in premium formats within targeted environments and to large audiences. With over a decade of experience in the industry, Displayce’s team is now made up of 40 DOOH experts and has established offices in key European regions like France, Spain, the UK, and the Netherlands to deliver premium support to clients within their respective regions.

In 2019, the DSP partnered with Broadsign, granting media buyers access to premium global DOOH inventory through Broadsign’s supply-side platform (SSP). The strategic alliance with JCDecaux since July 2022 has further strengthened its position, providing the means to accelerate its development and reach new heights in the industry.

Advanced technology for a dynamic pDOOH landscape 

Displayce’s platform aims to make pDOOH media more accessible, audience-centric, and efficient within the broader advertising industry. “In the past, pDOOH was predominantly embraced by early adopters and tech-savvy individuals. Today, we’re finding ourselves at a pivotal point where we have to showcase its simplicity and effectiveness to bring it to the mainstream media landscape,” says Emma Labrador, Chief Marketing Officer at Displayce. “We actively empower clients to elevate their outreach and engagement by seamlessly integrating the medium into their cross-channel strategies.”

Built on proprietary technology designed to meet the unique requirements of pDOOH, Displayce has recently implemented a dedicated bidder exclusively for DOOH to deliver a targeted and efficient response to buyers’ needs. Insight Explorer, the platform’s campaign interface, enables users to build, forecast, and explore campaigns based on reliable data available in real-time. Additionally, Displayce offers a troubleshooting module tailored to pDOOH, a functionality that provides a quick and accurate solution to address potential issues, ensuring seamless continuity of campaigns.

Partnering with Broadsign

Running over 1000 campaigns last year, Displayce collaborates with the largest trading desks and top 6 agencies worldwide to bring programmatic DOOH to both OOH and digital specialists. 

By seamlessly integrating with Broadsign’s SSP, Displayce offers its clients immediate access to an expansive network of DOOH inventory. Additionally, the integration introduces media owners on the supply side to new markets. The DSP’s data insights and precise targeting capabilities, combined with Broadsign’s extensive reach, empower advertisers to connect with their desired audiences in a personalized and contextual way, even within a one-to-many medium.

“We chose to collaborate with Broadsign for two pivotal reasons. Firstly, their expansive inventory reach impeccably aligns with our business opportunities, ensuring comprehensive and strategic DOOH coverage. Secondly, our decision was swayed by a shared mindset with Broadsign, particularly in terms of features and our vision for market evolution, helping to enhance the accuracy and effectiveness of DOOH campaigns”.

Emma Labrador, Chief Marketing Officer at Displayce

Boost your omnichannel strategy with DOOH! Connect with us to learn more about our inventory available via 35+ DSP partners.

Product News | October 11, 2021

Unlock new opportunities and additional revenue with Broadsign’s Audience Campaigns

When looking at the different ways DOOH inventory is sold today, the two primary ways are through direct sales and programmatic digital out-of-home. We often compare them, trying to decide which is the best method to sell DOOH inventory. However, the reality is that many media owners sell both directly and programmatically, as it helps them optimize their inventory. 

While directly sold campaigns are generally long-term commitments with fixed start and end dates, programmatic campaigns are more flexible, allowing you to slot them in when there’s availability. In essence, programmatic campaigns can be used to help fill the remaining space not taken up by fixed campaigns. 

Generally, a media owner would allocate 80% of their inventory to direct sales and 20% to programmatic. Now, let’s say that for one month, 70% of your inventory is accounted for through direct deals and 10% through programmatic; you now have 20% of your inventory that is not accounted for. Traditionally, filler content, like the time or weather conditions, would play on the screen when there are no scheduled campaigns, but what if you could turn that 20% into additional revenue? 

Many media owners, including our own customers, are now turning to ad servers as a third selling channel to help them transform their filler space into additional revenue. Capable of delivering campaigns dynamically with the use of audience and contextual triggers, Broadsign’s ad server – known as Audience Campaigns in the Broadsign Platform –  plays alongside your direct and programmatic campaigns, maximizing fill rates and generating new revenue for you. Below, we highlight a few examples of how our customers are using Broadsign’s Audience Campaigns to unlock new opportunities and additional revenue.

Sell premium, data-triggered audience campaigns

The primary way our customers have been using our Broadsign’s Audience Campaigns is to sell premium audience-based campaigns. With access to anonymized aggregated data that allows you to target specific audience segments based on audience demographics, buying patterns or points of interest, advertisers can easily reach prospective buyers. 

Plus, with ads dynamically served based on contextual triggers, like weather or financial moments, ads will only be seen at the ideal time and place. While these data triggers are offered at a premium price, advertisers are willing to pay for it as it helps them spend their ad dollars more effectively by reaching the intended audience where they’re more likely to be found in large numbers.

For instance, an agency needs to launch a campaign to promote a new sports shoe for a global shoe brand. With the ability to target audiences by gender and age group, as well as target ideal environments, like gyms or shopping malls, the agency can easily reach the brand’s on-the-go customers and show the ad when it’s most contextually relevant. 

Another example is a large coffeehouse company that is launching its limited-edition winter drinks for the holiday and wants to target daily commuters on their way to work. Using Broadsign’s Audience Campaigns, the coffeehouse company can leverage screens across the city’s transit system to dynamically deliver ads during the weekday at peak transit times in the morning and evening when the weather is below -10°C. 

Widen your customer base by accommodating budgets of all sizes

Another advantage our media owners saw when using Broadsign’s Audience Campaigns was that it made smaller campaigns from local advertisers and small agencies more profitable. Traditionally, most networks require a minimum spend or campaign duration, making it difficult for local advertisers who don’t have the budget to meet the required commitments to advertise with OOH. 

To address this problem, one of our customers ran small-budget campaigns through Broadsign’s Audience Campaigns. Given that the campaign would run as an impression-based campaign, the media owner could play the local advertiser’s ad only when there is availability, as the campaign’s only requirements are to hit a target number of impressions and remain within budget. While advertisers still had to pay a premium CPM as they were buying in smaller volumes, they were willing to do so for a shorter, more flexible campaign. 

Transitioning local campaigns to Broadsign’s Audience Campaigns created more availability for long-term guaranteed campaigns booked by larger advertisers, as smaller campaigns were no longer taking up space in the loop. It also reduced the administrative workload for the media owner’s sales team. Setting up small campaigns, which previously required the sales team to be more hands-on, would now take a matter of minutes from proposal to deployment.

Curious as to how easy it is to set up a campaign in Broadsign’s Audience Campaigns? Here’s our senior product manager, Maxime Deleris, with a quick demo:

Monetize filler, unsold or skipped slots

Another advantage of being able to activate campaigns in a matter of minutes instead of days is that you can use the Broadsign’s Audience Campaigns to book last-minute deals without causing additional stress on your operations team. In fact, one of our customers was able to monetize their unsold slots, which would usually have been filler content, by selling them as last-minute ad server campaigns. 

Traditionally, unsold slots are sold at deep discounts to encourage last-minute deals with advertisers. However, the media owner noticed that several advertisers with last-minute campaigns were willing to pay a premium if it meant that they could secure a spot. Additionally, since setting up a last-minute ad server campaign took significantly less time than a direct-sold campaign, the media owner decided to book all last-minute deals in Broadsign’s Audience Campaigns. 

As ad server campaigns prioritize CPMs over first-come, first-served, advertisers are encouraged to pay more for the spot, generating the media owner significantly more revenue than if they had sold all deep-discounted slots. Since switching to this revenue strategy, the media owner now has a pool of over 60 advertisers willing to pay a premium for unsold inventory whenever it becomes available, completely eliminating the need to sell inventory at deep discounts. 

Furthermore, moving all last-minute deals into Broadsign’s Audience Campaigns not only gave the media owner more inventory to sell as guaranteed campaigns but also helped increase guaranteed campaign bookings. Advertisers looking to book last-minute guaranteed campaigns could no longer do so, forcing them to book their guaranteed campaigns earlier. 

Ensure you’re hitting campaign objectives with real-time reporting

The measurement and reporting of a campaign’s performance is arguably the most important step of an ad campaign. It allows you to see what worked and, most importantly, what didn’t, ensuring that ad dollars are being used effectively to meet business goals. Broadsign’s Audience Campaigns provides you with real-time data to make quick changes to ongoing campaigns. With access to post-campaign reports, you can give buyers better visibility on their campaign performance, enabling them to adjust their strategies.

Here’s Maxime again with another demo on just how granular or broad you can go with our real-time reporting: 

With Audience Campaigns made available as part of the Broadsign Platform, you can sell guaranteed, programmatic and audience campaigns all in one place. Acting as modules with a unified notion of users and inventory means you can switch between our solutions seamlessly, allowing you to incorporate as much of the different sales channels as you want. 

Ready to unlock new opportunities and revenue? Get started with Broadsign’s Audience Campaigns today.

Product News | October 11, 2021

OOH Executive Insights: Joe Cotugno on Modernizing Static Out-of-Home Media

In this installment of our OOH Executive Insights series, Broadsign’s Sr. Vice President of International Operations and one of the founders of Ayuda, Joe Cotugno, discusses why static OOH remains relevant in the age of digital media, what challenges are affecting OOH’s competitiveness with digital media and how to address them, as well as up-and-coming trends to look out for. 

Why static OOH remains an effective medium in the age of digital media

While it might seem easier to create dynamic and better targeted ads online, advertisers face the issue where consumers are continuously inundated with online content. This makes it challenging for their content to stand out and puts it at risk of being tuned out by consumers. With static OOH, it’s much harder to ignore due to its physical presence and the sheer size of some billboards.

Moreover, there will always be locations where static OOH will provide more value than digital screens. Locations like highways or busy roads do not benefit from having digital billboards, as motion isn’t allowed due to safety concerns, and a digital screen without motion loses its primary value of being able to deliver dynamic content. 

In fact, Apple has advertised on the same static billboard in Montreal for the past 20 years for this reason. Located near the intersection of two major highways, they have continued to advertise their products on this ginormous billboard that can easily reach their target audience commuting to and from work. 

Picture taken from Google Maps

Finally, while static OOH can’t use motion to create dynamic ads, it has its own unique way of being dynamic. Here’s how:

Current challenges affecting static OOH’s competitiveness with digital media

In today’s world, which is becoming increasingly digital, people are not only used to but also expect things to be done quickly. While advertisers can already book digital OOH inventory quickly with tools like real-time bidding in programmatic DOOH (pDOOH), there remains the challenge of getting the static side of OOH to be as fast as possible. 

One of the most time-consuming processes in static OOH is the booking and production process. It can take two to three weeks just to book a location and then another two to three weeks to get the creative produced and printed. Shortening the turnaround time for this process is crucial in making it easier for advertisers to include static in their media mix. 

With today’s more sophisticated tools, these issues can be addressed head-on with software. We now have static management solutions that provide real-time availability, allowing chartists  and sales representatives to view what’s available at any given time. The availability of real-time data has allowed media owners to turn proposals into booked campaigns in a matter of hours rather than weeks. 

Another long-term vision the entire OOH industry should strive toward is the standardization of buying and measurement processes to align with other channels. Unlike other mediums, such as  TV, newspaper, radio, and online, which are sold by audience, static OOH is still often sold by location. 

If we wish to reduce friction for advertisers when buying static OOH, we need to speak the same language as other mediums, which requires us to develop similar measurement methodologies. We’re already seeing industry players, such as Geopath in the U.S., and the OMA in Australia, coming out with better and more standardized measurement methodologies. Here’s why we need to adopt the same measurement system as other mediums:

Regarding the current measurement process in static OOH, different companies in different markets use different metrics to measure return on investment (ROI). Personally, I believe we should move towards an outcome-based measurement to answer questions like: did I achieve my campaign goal? Did I increase awareness of my brand, product or service?

Today, static OOH campaigns primarily report on delivered impressions, which isn’t enough for marketers to determine whether they’ve achieved their campaign’s objective, or for management to prove the ROI of OOH. They’re not just spending money to reach people; they want them to be aware of something or affect some type of change in behaviour. While it will take time for the industry to move towards outcome-based measurement practices, there exist tools that media owners can adopt today, like brand-lift studies, which are commonly used in digital media and are growing in popularity in pDOOH. 

Rising trends to invest in early to remain competitive

Making our business more sustainable is something that we all have to move towards, and unlike DOOH, static OOH has much more to consider when adopting more sustainable practices. It’s not just about electricity usage or the emissions emitted by digital screens but also the production process, like producing vinyl and posters and sending out trucks (and sometimes cranes) to install them on billboards. 

We’re already seeing advertisers starting to request emissions data for OOH inventory, and as sustainability continues to be a strong influencer in our industry, they may begin buying inventory exclusively from media owners who have adopted more sustainable practices. Different ways to make your business more sustainable already exist, such as using LED for more efficient and longer-lasting lighting for your faces. 

We’ve also seen advancements in poster materials, such as vinyl and mesh posters that can be stretched over the entire face and then taken down and re-used again, not only eliminating the need for adhesives, but also reducing the number of creatives produced. There are also newer, biodegradable poster materials, which are being developed. 

Something that is going to revolutionize not just our industry but almost every industry is artificial intelligence (AI). Specifically with static OOH, AI can help us automate what was previously manual work. For instance, rather than having a person manually compile a proposal based on the advertiser’s brief, which could take up to a week to complete, we can train AI to find the best locations for us based on the parameters and criteria that we want, potentially making the buying and booking process as quick as with digital media. 

Another example of how we can use AI to increase efficiency is by using it to automate the optimization of inventory occupation. Here’s how:

Until AI becomes readily available, you can already gain some of the automation capabilities by adopting a more sophisticated system than spreadsheets. While manually managing spreadsheets may work for you now, having capabilities like real-time availability, dynamic planning, and the ability to make your inventory available to your clients directly allows you to generate more inbound leads. Here’s an in-depth explanation as to why you should make the switch:

Want more insights on the Static OOH industry? 

Wanting to better understand some of the existing and future challenges static media owners face, we surveyed owners with static inventory from across the globe. Sign up for early access to the report here!

Product News | October 11, 2021

Using pDOOH for a faster and more targeted way of adding OOH to your omnichannel campaigns

Advancements in programmatic technologies, like real-time data, contextual triggers, and more sophisticated measurement capabilities, have driven the adoption of programmatic digital out-of-home (pDOOH) and its inclusion in advertisers’ omnichannel strategies. However, integrating it into your omnichannel campaign remains a challenging process for many advertisers. 

You often have to work with multiple demand-side platforms (DSPs) for the different ad mediums or even call a media owner to secure DOOH inventory. To address this pain point, many omnichannel DSPs offer auction packages to streamline OOH operations and campaign activations. 

Auction packages are customizable packages that include targeted audiences, inventory, and contextual locations with data delivered through a single deal ID. With granular details provided in each package, you can limit the back-and-forth with clients, streamlining the proposal review and approval process. Furthermore, by providing access to multiple media owners in one package, you can easily access your ideal audiences with more cost-efficient CPMs. 

Made available through existing omnichannel DSPs, you can set up and activate your pDOOH campaign in a matter of minutes rather than days. For these reasons, auction packages make the process of planning, buying and launching pDOOH campaigns alongside other ad mediums faster and more cost-efficient. 

How targeting capabilities in pDOOH have evolved

While you can choose to target the entire audience provided through an auction package, you can also target a sub-segment of that audience. For instance, the overarching audience included in a Travel & Tourism auction package would be travel intenders, while more specific segments could be business travellers, leisure travellers, and road trippers. This gives you added flexibility on how granular you’d like your key audience to be, providing you with the same targeting capabilities as other ad mediums. 

You can also choose to target your intended audiences by selecting specific venue types, like place-based or outdoor. Looking at a Retail auction package, for example, place-based screen selection could include screens in shopping malls, stores, pharmacies, and convenience stores. Outdoor would include billboards, urban panels and transit shelters within shopping distance of retail stores. 

Contextual targeting can also be applied to each package, allowing you to trigger your ad to play only at the ideal time. There are multiple ways to contextually deliver your ads with an auction package. One way is by targeting your point of interest; using a Sports Betting auction package as an example, locations could include casinos, bars, and sports arenas. You can also use dayparts as a contextual trigger, like “game day schedules,” to display ads for a sports betting and gaming platform in the weeks leading up to a highly-anticipated sports game.

Lastly, you can leverage moments, like weather or financial market changes, to contextually deliver your ads. Using our Travel & Tourism auction package again, you could run ads for a warm and sunny destination when the local weather is cold or promote a destination with a desirable currency rate against the local currency. While auction packages are made available as pre-built bundles, you can also customize the package to meet your objectives better. 

Using auction packages for a simpler and faster delivery of DOOH

While you may have a better understanding of what auction packages are, you’re probably wondering when you should use auction packages. Auction packages are great for complex DOOH campaigns that require multiple targeting requirements, like markets, point-of-interests and audiences. 

In fact, one of the first campaigns that used Broadsign’s auction packages involved complex targeting requirements that would’ve made it impossible for the brand’s omnichannel DSP to activate on its own. Working with their preferred agency and DSP, a beverage brand was looking to raise awareness of its new range of alcoholic beverages and wanted to include DOOH in its broader omnichannel campaign. 

To reach their intended audience with DOOH, two targeting strategies were identified for the brand: point-of-interest and audience targeting. Working with Broadsign, they identified screens located near bars and liquor stores that carried the new range of alcoholic drinks, as well as outdoor billboards and urban panels with higher concentrations of the target audience – Gen Z and Millennials. 

Given that the campaign was set to run across different states, the proposal provided to the agency contained a substantial inventory list (spanning over 25 lines, to be precise), highlighting the inventory that matched the different targeting requirements per state. As each inventory line contained screens from multiple media owners, the omnichannel DSP would have had to manually create a deal ID for each media owner’s inventory per market and format had this DOOH campaign been set up without auction packages. We did the math, and that would’ve meant creating 150 different deal IDs, making it a highly error-prone and time-consuming process. 

With auction packages, the omnichannel DSP simply needed to add the auction package per market and format, which already contained all the inventory from different media owners – significantly cutting down the time it took to set up and activate this complex DOOH campaign. They were also able to better measure the impact of DOOH by conducting a brand lift study after the campaign was completed, providing them with real-world insights on ad recall, how effective was the DOOH media mix, whether it helped enhance brand image, as well as drive consideration and product purchase. 

Check out Broadsign’s auction packages through our inventory marketplace.

Make sure to reach out to your Broadsign representative today for more information!