Product News | October 11, 2021

What is out-of-home? A marketer’s guide to OOH media and outdoor advertising

Out-of-home (OOH) advertising, also known as out-of-home media or outdoor advertising, refers to ads displayed outside the home in public spaces. It includes billboards, transit advertising, and digital or static displays in retail locations and other high-traffic spaces.

While OOH was once associated primarily with traditional roadside formats, it now spans a wide range of physical environments and everyday moments — reaching audiences along commuting routes, at shopping destinations, and in travel hubs. The rise of digital screens, improved measurement, and more efficient, automation-enabled planning and buying processes has transformed how campaigns are executed and integrated into omnichannel marketing strategies. As a result, advertiser investment in the channel continues to rise, with global out-of-home ad spend expected to surpass $71.5 billion by 2030.

Keep reading for a closer look at what out-of-home advertising is, where it appears, and how brands use it today.

Types of out-of-home (OOH) advertising & outdoor media

When people think of outdoor advertising, they often picture massive billboards along busy highways. While those displays are certainly a key part of the channel, one of the defining characteristics of out-of-home advertising today is the sheer variety of placements and display types.
From small static posters to large digital screens, today’s OOH media offers brands an incredible range of ways to connect with audiences in real-world environments.

Discover real-world OOH placements that align with your campaign goals

What is OOH and DOOH marketing?

Broadly speaking, today’s out-of-home advertising falls into two categories: traditional (i.e., static) OOH or digital OOH.

Traditional OOH refers to printed placements like billboards, posters, and transit wraps that display the same creative for a fixed period. These formats remain widely used thanks to their scale, prominent placements, and ability to deliver continuous brand visibility. Digital out-of-home (DOOH) is a subset of OOH that delivers advertising through digital screens rather than printed displays. Instead of showing a single static creative for the duration of a campaign, these screens rotate multiple ads and can support motion graphics, video, and dynamic content that responds to contextual signals like time of day or weather.

Traditional (static) OOH

  • Printed billboards, posters, and wall murals
  • One creative displayed for the duration of a campaign (100% share of voice)
  • Messaging remains fixed while the campaign is live
  • Long-term placements designed for sustained visibility and broad reach
  • Cost-effective CPMs that have been shown to outperform TV, print, and most digital channels on value
Static OOH billboard promoting Canva’s graphic design tool

Digital OOH (DOOH)

  • Digital billboards, screens, kiosks, and menu boards
  • Multiple creatives rotate on the same screen
  • Content can be scheduled or updated via digital software
  • Flexible execution well-suited to time-sensitive or context-aware campaigns
  • Can be more expensive than static OOH, but programmatic buying (pDOOH) enables more targeted activation and dynamic budget allocation
Digital billboards in Times Square, New York City

Both traditional and digital OOH have demonstrated their effectiveness, and many marketing teams combine them to leverage their respective strengths depending on their campaign’s overarching strategy and goals.

READ ALSO: Why static billboards thrive in the digital age: Insights for advertisers

OOH placements & formats

Out-of-home advertising appears across a wide range of environments where people move through their daily lives. Historically, OOH media has been grouped broadly by format, with the Out of Home Advertising Association of America (OAAA) defining four primary categories of standard OOH media formats:

  • Billboards (bulletins, posters, wall murals, and spectaculars): Large-format advertising displays positioned along highways and major roadways, designed for long-distance visibility and broad reach.
  • Street furniture (bus shelter panels, kiosk displays, urban panels, and bench ads): Advertising displays integrated into public infrastructure — often providing a civic amenity — and typically positioned for eye-level viewing in dense urban areas and pedestrian-heavy corridors. 
  • Transit advertising (vehicle wraps, station posters, and platform displays): Ads affixed to moving vehicles such as buses, trains, and taxis, or placed in the common areas of transit environments like stations, terminals, and airports, allowing advertisers to reach commuters and travellers throughout their daily journeys.
  • Place-based OOH (displays inside retail stores, malls, restaurants, gyms, and office buildings): Advertising displays located in environments where audiences gather for work, shopping, dining, and other activities, allowing brands to connect with people in contextually relevant settings and reach consumers along the path to purchase.

While these format categories help organize the OOH landscape, modern campaigns rarely rely on just one placement type. Most advertisers combine multiple formats and environments to build reach, reinforce messaging across locations, and connect with audiences throughout different moments of their daily routines.

OOH ad on an urban panel
Large-format OOH billboard
Place-based OOH ad in a shopping mall
Transit OOH ads in a subway station

Benefits of OOH advertising: Why advertisers still use OOH today

Out-of-home advertising has remained a core part of the media landscape for decades because it delivers something few channels can replicate: high-visibility brand exposure in real-world environments where audiences can’t skip, scroll past, or block the message.

Today, advertisers continue to invest in OOH for several key reasons:

  • OOH ads can offer unmatched size: Large-format billboards and big digital screens offer a lot of room to execute visually stunning ideas (see our favourite OOH and billboard ads) in a way you can’t match on personal devices. Research from Ocean Outdoor shows that premium large-format DOOH attracts five times more attention than online digital formats, with significantly longer viewing time. Even smaller placements — like totems and bus shelter displays — offer a larger creative canvas than most personal devices.
  • Outdoor advertising is unskippable and ad-block-proof: If people are around an OOH display, they’re going to see it. There are no ad blockers, no below-the-fold positions, and no issue with users switching to a different app or tab. And it’s effective: recent research from Solomon Partners found that OOH drives the highest consumer ad recall and strongest audience ROI across major media, delivering better CPM value than TV, print, and most digital channels.
  • Out-of-home media supercharges your other channels: Yes, digital out-of-home and traditional OOH advertising are impactful on their own, but they really shine when paired with other channels like social media and mobile advertising. Research from MRI-Simmons and the Outdoor Advertising Association of America (OAAA) found that adding OOH media to a campaign’s mix can boost audience reach by as much as 100% or more, depending on the medium.
  • (D)OOH drives real-world action: OOH doesn’t just build awareness — it’s also highly effective at driving consumer action. In a Harris Poll survey conducted in partnership with the OAAA, 76% of DOOH ad viewers reported taking some form of follow-on action — from watching a video (38%) or visiting a nearby restaurant (36%) to entering a store (29%), making a purchase (30%), or talking about the brand with others (30%).

How out-of-home advertising works today

Advances in first-party data integrations, automation-enabled transacting tools, and improved targeting and attribution capabilities have made the channel more flexible and data-informed, helping advertisers execute campaigns more efficiently and better understand how OOH contributes to broader omnichannel campaign performance.

Planning and buying OOH campaigns

In the past, buying out-of-home media meant negotiating placements directly with media owners — a time-consuming manual process involving back-and-forth RFPs, PDFs, and endless email chains. These slow, fragmented workflows often led to longer planning cycles and made it harder to integrate OOH into omnichannel digital campaigns.

Today, the buying landscape has expanded. Like online digital advertising, digital out-of-home can now be purchased programmatically. Known as programmatic digital out-of-home, or pDOOH, this approach allows advertisers to target specific audience demographics or trigger campaigns in real-time based on contextual signals such as weather conditions, live sports scores, or time of day — allowing messaging to align more closely with the context in which audiences encounter it.

At the same time, automation-enabled planning and transacting tools are helping streamline traditionally manual workflows across the broader OOH ecosystem. These platforms make it easier for buyers to discover inventory, evaluate options, and secure placements — whether campaigns run on digital screens or classic OOH formats.

For a deeper look at how automation is reshaping the OOH buying process, download Broadsign’s eBook, Automation in OOH Media Planning: Streamlining Transactions at Scale. It explores how new transaction paths are giving buyers additional ways to balance speed, flexibility, and delivery certainty.

Measurement and attribution in modern out-of-home campaigns

 As OOH planning and activation have become more flexible and data-driven, advertisers have also gained new ways to evaluate campaign performance. 

Once perceived as trailing behind digital channels in terms of measurement, advances in campaign analytics and attribution now provide deeper insight into how audiences respond to OOH exposure — and make it easier for advertisers to understand how out-of-home contributes to broader digital campaign performance and omnichannel outcomes.

Today, advertisers have a range of tools and methodologies to evaluate OOH performance and understand how campaigns influence audiences and outcomes, including:

  • Delivery metrics: Estimates of impressions, reach, and frequency help advertisers understand how many people were likely exposed to a campaign. In digital OOH, impressions are calculated using an impression multiplier — a screen-specific index that converts ad plays into estimated audience impressions based on real-world data provided by media owners. 
  • Engagement metrics: Interactions such as QR code scans, along with passive measurement methods like targeted mobile surveys, help advertisers evaluate audience response, brand perception, and interest generated by an OOH campaign. 
  • Attribution analysis: Attribution studies use anonymized location and behavioural signals to determine whether audiences exposed to an OOH campaign later visited a store, downloaded an app, or took another measurable action. 
  • Audience extension: Aggregated mobile data associated with OOH exposure can support retargeting strategies across digital channels, allowing advertisers to reinforce messaging and extend campaign reach beyond the physical display. 
  • Centralized reporting: Programmatic platforms that support multiple forms of digital media can consolidate campaign data and reporting across channels, helping advertisers understand how OOH contributes to omnichannel campaign performance.

For a deeper look at how modern OOH measurement and attribution work, explore our detailed marketer’s guide to OOH measurement, attribution, and audience extension.

Examples of out-of-home advertising in practice: OOH case studies and real-world campaigns

To see how these capabilities come together in practice, here are two real-world campaigns that demonstrate how brands have used out-of-home to reach audiences and drive measurable results.

Uber Eats: Driving purchase intention across the Netherlands 

Uber Eats launched a programmatic digital out-of-home (pDOOH) campaign in the Netherlands to increase brand awareness and purchase consideration while promoting its “No Delivery Fees” offer. The campaign was developed with agency partner EssenceMediacom and OOH technology partner Broadsign using the OutMoove demand-side platform (DSP). Ads were activated on digital screens in high-traffic locations across major cities like Rotterdam, Eindhoven, and Haarlem and ran alongside other channels like paid social and online video.

A brand lift study conducted with Happydemics showed strong results: ad interest nearly doubled among audiences who recalled the ads, and purchase consideration increased twofold, placing the campaign in the top 15% for purchase consideration within the food delivery category across all media platforms. Read the full Uber Eats case study to see how programmatic DOOH helped drive measurable brand and purchase intent outcomes.

Wisp: Building brand awareness and consideration in New York

As Wisp prepared for its next phase of growth, the women’s telehealth platform set out to increase awareness and familiarity among its target audience in the New York DMA. To reach consumers across the market at scale, it partnered with Broadsign on a high-impact programmatic digital out-of-home campaign using the OutMoove DSP, accessing premium inventory across 2,839 screens in the region.

The campaign combined large-format billboards for broad visibility with urban panels near high-traffic areas and pharmacies, along with in-pharmacy screens to deliver messaging in contextually relevant environments. The effort produced strong results, including a 4× lift in brand preference compared with top competitors. Read the full Wisp case study to see how targeted pDOOH also delivered a 3.8× increase in brand familiarity and a 107% lift in purchase consideration.

FAQs about OOH advertising

How do advertisers buy out-of-home media?

OOH advertising can be purchased in several ways depending on a campaign’s goals.

Traditionally, advertisers work directly with media owners or through specialized media agencies to secure placements at specific locations for a set period of time.

Today, many campaigns are also planned and transacted using technology-enabled buying tools that streamline how inventory is discovered, booked, and managed across multiple screens. This can include programmatic digital out-of-home (pDOOH) platforms as well as other forms of automated or platform-based transactions that simplify the planning and buying process. Both approaches remain widely used, and many campaigns combine them depending on the desired reach, flexibility, and level of control.

How is OOH advertising measured?

OOH measurement typically combines audience modelling, location data, and campaign analytics to estimate how many people are likely to see an ad and how those exposures influence consumer behaviour.

Historically, measurement relied on traffic counts and circulation studies to estimate potential impressions. Today, additional data sources such as mobile location data and movement patterns can help advertisers understand outcomes like store visits, website traffic, and brand lift associated with OOH exposure.

How much does OOH advertising cost?

The cost of OOH advertising varies widely depending on factors such as location, format, audience reach, and campaign duration.

Large-format placements in high-traffic locations typically command higher prices, while smaller or more localized placements can be more cost-efficient. On average, OOH advertising often delivers competitive CPMs compared with other media channels, making it an attractive option for brands looking to build awareness at scale. Billboard advertising costs, for example, can vary significantly depending on the market, placement, and format.

Ready to start planning your first OOH campaign? Browse Broadsign’s inventory catalog to explore high-impact out-of-home placements across the globe.

Product News | October 11, 2021

The Broadsign Platform: Powering revenue, growth and performance 

At our annual Broadsign Connect Summit in Barcelona, our VP of Product, Francois Hechme, and Senior Director of Product, Gavin Lee, presented this year’s roadmap for the Broadsign Platform. The presentation highlighted upcoming platform enhancements that aim to help media owners maximize revenue while making out-of-home (OOH) the easiest channel to buy. This year’s roadmap focuses on three strategic pillars: trading, monetization, and intelligence.

Connecting systems and automating workflows to trade faster

The acquisition of Place Exchange

Our journey in programmatic started a decade ago with the launch of our Broadsign supply-side platform (SSP), and we reached a pivotal milestone at the end of last year with the acquisition of Place Exchange. By joining forces with Place Exchange, Broadsign now has the largest aggregation of programmatic OOH supply in the world, with nearly 2 million screens connected and transacting. 

We also now have the largest programmatic demand ecosystem, with over 55 connected demand-side platforms (DSPs). One of the key benefits Place Exchange brings to our clients is its strong partnership with omnichannel leaders that control some of the world’s largest advertising budgets, including The Trade Desk and DV360.

In addition to technology, we’ve also gained a strong media sales organization with extensive agency and brand relationships, as well as expertise in driving demand from other channels to digital OOH (DOOH), including cinema, programmatic audio, CTV, and retail media. 

Looking ahead, our plan is to have a single SSP in-market that combines the best of Place Exchange and Broadsign’s technology. As we transition to a single SSP, our commitment remains to be transparent about the process and to make the migration as seamless as possible, ensuring no revenue loss for our clients. In the meantime, you can learn more about Place Exchange and what’s to come in this interview with our new Chief Strategy Officer, Ari Buchalter. 

Automating the OOH campaign lifecycle

As highlighted in Talon’s Thinking Outside in 2026 report and McKinsey’s State of Marketing Europe 2026 report, advertisers are returning to brand building in 2026, creating a massive opportunity for OOH, a channel inherently designed to deliver long-term brand impact. However, while advertisers are revisiting marketing fundamentals, they are doing so with modern tools.

To remain competitive and continue growing OOH’s share, the evolution of Broadsign’s technology is focused on making OOH the easiest channel to buy, plan, and measure. Central to this vision is automating the entire OOH campaign lifecycle by leveraging widely adopted products and platforms to reduce barriers to entry and drive the required change forward. 

While buyers could already leverage automated campaign execution and reporting through solutions like Programmatic Guaranteed (PG), the planning and buying of direct OOH deals still relied on a manual-heavy process. Last year, we closed this automation gap with Broadsign In-Advance, which allows buyers to discover inventory, plan a direct OOH campaign, and book it through a DSP. Here’s Gavin explaining how these two automated transactions complement each other and support the automation of the entire campaign lifecycle:

This year, our priority is to scale guaranteed demand by expanding its availability across all markets. To support this growth, we are collaborating with several DSP partners, including leading omnichannel platforms like DV360 and Yahoo, which have made PG a core focus, as well as The Trade Desk and StackAdapt, which have gone a step further by directly integrating Broadsign’s In-Advance capabilities.

Monetization: streamlining direct sales from proposal to booking

Integrated static 

Last year, we resolved a major inefficiency of legacy OOH workflows, which traditionally separate static and digital bookings into distinct systems, by introducing our unified campaign planning workflow in the Broadsign Platform. Today, users can plan and book static and digital inventory in a single proposal, increasing efficiency and operational flexibility while enhancing the OOH buying experience. 

We also launched the Static Operations module, enabling users to manage copy, work orders, and postings in one place. This is complemented by the Post app, which allows bill posters to receive, manage, and complete work orders directly in the field. These latest static enhancements have been rapidly adopted by media owners managing transit, roadside billboards, malls, and toll booth assets. 

This year’s roadmap for our static OOH capabilities will include support for transit operators by allowing them to sell bus faces in groups and further operational enhancements to our static operations module. We’re also looking to bring advanced digital campaign functionalities previously unavailable to static, including flexible, goal-based campaign types, our optimization engine, and API connections to external pricing engines.

Modernizing the campaign planning workflow

Another update we’re excited to announce is the complete redesign of our campaign planning window – the most frequently used workflow in the Broadsign Platform. The latest enhancements provide greater visibility into your inventory availability, allow you to tailor campaigns without leaving unsold inventory gaps, and make it much easier to onboard new employees. 

While the modernization of the campaign planning workflow includes over 50 new features, here are some of our favourites:

  • Match inventory to RFPs instantly – The new campaign planning window dynamically surfaces the most relevant inventory as you adjust campaign settings, helping you quickly build proposals aligned with client requirements. For users who prefer building out their campaign proposal visually, a map view of the inventory is also available.
  • Improved attribution to campaign goals – With real-time campaign metrics and a goal tracker indicating how selected inventory directly impacts campaign objectives, you can confidently build tailored plans that deliver measurable results. 
  • Easier access to key targeting tools – Commonly used targeting criteria, like geotargeting, points of interest (POIs) and environments, are now natively integrated into the campaign planning window, making it easier for you to use your favourite targeting criteria without manually maintaining and updating the criteria tags. 

What’s next for our campaign planning and management capabilities

In terms of enhancements coming in 2026 for our campaign planning and management capabilities, we intend to further close the gap on creative management in the platform, reducing the need for you to jump between Broadsign web workflows and desktop tools and allowing you to manage the campaign lifecycle in one place. 

We plan on evolving our optimization engine to support campaign delivery when changes are implemented mid-flight. Currently, if you change audience schedules or store hours for a particular screen while campaigns are running, you would need to manually re-adjust every affected campaign. The latest update to the optimization engine would automatically rebalance campaign delivery, ensuring you always hit your targets even when plans change.

We’re also bringing you more flexibility and customization to how you sell your inventory. Our upcoming UI updates will include packaged workflows, allowing you to group specific screens and sell them as a package. This not only gives you more control over how your inventory is presented and sold to advertisers, but also allows you to optimize your pricing and sales strategy to maximize fill rates and revenue. 

One of the biggest changes for campaign planning and how you monetize your screen will arrive in the second half of the year with our advanced planning capability. We’re adding a massive audience data layer to the platform, allowing you to index and score screens against specific demographic segments using either your own first-party data or partner data. This new capability will not only allow you to align campaigns perfectly with agency briefs, but also concretely demonstrate how your network is the best way to reach a brand’s target audience.

Intelligence: See performance, forecast revenue and optimize yield

We’re continuing to advance with our plans for a unified reporting module in the Broadsign Platform, which aims to consolidate visibility of forecasts, yield performance, and channel allocation into a single view. Our dashboard will be fully customizable, ensuring each user sees only what matters for their role. For instance, a campaign manager can focus on pacing and creative status, while leadership can track high-level trend analyses. 

The reporting module will also include a yield management view that focuses on revenue forecasting rather than screen occupancy. Using AI pattern recognition and trend analysis, the system analyzes your historical and projected bookings to predict future yield opportunities and recommend changes. 

One of the most common questions in yield optimization is how much inventory to allocate across sales channels and how that allocation would impact revenue. Our new channel allocation simulator makes that easy to answer and removes the guesswork by allowing you to run “what if” scenarios in a risk-free environment. You can test different strategies, like allocating more of your screens and effort to direct versus programmatic, and see the potential impact it has on your revenue before you commit. 

Finally, our reporting module will include AI insights. Acting as your personalized data analysts, it monitors your data around the clock to alert you of potential issues and provide recommendations, minimizing the impact on your network operations and advertisers’ experience. 

This latest series of updates is another step forward in Broadsign’s mission to transform how brands, agencies and media owners buy, sell and deliver OOH campaigns. For media owners, the latest evolution of the Broadsign Platform aims at removing any friction that stands between them and their revenue. 

Discover the platform that powers out-of-home here. 

Product News | October 11, 2021

Place Exchange by Broadsign Integrates with Eletromidia to Unlock Brazil’s Largest Programmatic Digital Out-of-Home Network

Advertisers gain programmatic access to more than 55,000 premium screens across Brazil’s residential, office, transit, retail, and street environments

New York, NY, March 9, 2026 – Place Exchange by Broadsign, the leading supply-side platform (SSP) for programmatic digital out-of-home (DOOH), today announced a new integration with Eletromidia, Brazil’s largest out-of-home media (OOH) company, expanding Place Exchange and Broadsign’s footprint across Latin America. The integration enables advertisers to programmatically access Eletromidia’s premium DOOH inventory at a national scale, transacting through the same workflows they use for other digital channels within their DSPs.

Through this partnership, Place Exchange buyers can reach audiences across 55,000 digital screens, spanning a variety of premium environments such as residential and office buildings, mass transit systems, airports, street furniture, and shopping malls, reaching consumers throughout their daily journeys. Eletromidia delivers unmatched scale in the Brazilian OOH market through its vast national reach of more than 53 million people monthly. With the majority of its inventory digitized, Eletromidia represents more than 80% of Brazil’s total DOOH market share.

“This integration gives global and regional advertisers programmatic access to the most comprehensive and digitally advanced OOH network in Brazil,” said Robert Loftus, VP of Supply Partnerships at Place Exchange by Broadsign. “Eletromidia’s scale and digital dominance within key urban environments make it an ideal partner as omnichannel demand for programmatic DOOH continues to accelerate in Latin America.”

“By partnering with Place Exchange by Broadsign, we’re making it easier for advertisers to access Eletromidia’s premium inventory with the same flexibility, automation, and transparency they expect from digital channels,” said Heitor Estrela Gomes, Growth and Product Director at Eletromidia. “This integration connects Brazil’s most powerful OOH environments to the global programmatic ecosystem.”

About Place Exchange by Broadsign

Place Exchange by Broadsign is the leading global SSP for programmatic out-of-home media, featuring the largest footprint of OOH media worldwide. As part of Broadsign’s family of OOH solutions, Place Exchange is integrated with omnichannel and OOH DSPs, and offers agencies and advertisers the opportunity to fully unify non-guaranteed and guaranteed programmatic buying and measurement of OOH media with other digital channels within their DSP of choice, leveraging the same workflows, creatives, reporting, and attribution as for online, mobile, and other forms of digital advertising. Place Exchange’s unmatched array of premium global OOH inventory adheres to its Place Exchange Clear certification program that delivers buyers quality, consistency, transparency, and compliance. For OOH media partners, Place Exchange offers the opportunity to access untapped programmatic ad spend with full transparency and control. For more information about Place Exchange, visit www.placeexchange.com.

About Eletromidia

Eletromidia engages monthly with more than 53 million people through nearly 90,000 touchpoints, including 55,000 active digital assets – the largest digital inventory in the country. We deliver content, services, and experiences with the purpose of generating a positive impact on society through the transformation of cities. We are the only company in the sector operating across all five Out Of Home verticals – streets, buildings, shopping malls, airports, and transportation – present in the 11 largest markets in Brazil. In 2024, we became part of Grupo Globo, expanding our ability to innovate and transform the advertising ecosystem.

Product News | October 11, 2021

Reaching Singapore commuters at scale: How Stellar Ace transforms everyday transit journeys into meaningful brand connections

Singapore is a city in constant motion. Every day, millions of commuters navigate the island’s extensive transit network—travelling through SMRT stations, riding buses through neighbourhoods, and moving between the central business district and residential heartlands. For Stellar Ace, the media and advertising arm of SMRT, these transit journeys represent powerful opportunities to connect brands with audiences in contextually relevant moments.

Operating Singapore’s largest transit-based out-of-home network, Stellar Ace manages more than 15,000 digital and static advertising assets that deliver over 1.3 billion weekly impressions across the island. We sat down with Tony Heng, President of Experience, to learn how the company is redefining transit advertising in one of Asia’s most connected cities with the help of the Broadsign Platform.

Powering this vast network is Broadsign, the technology partner that enables Stellar Ace to deliver advertising at unprecedented scale and sophistication. Broadsign powers Stellar Ace’s digital screens and provides state-of-the-art capabilities that make every campaign execution seamless, dynamic, and effective. From centralized content management to real-time campaign optimization, Broadsign’s platform serves as the operational backbone that transforms Stellar Ace’s extensive physical infrastructure into an intelligent, responsive advertising ecosystem.

WATCH: How Stellar Ace and Broadsign are turning transit journeys into brand connections across Singapore

From transit operator to media powerhouse

As the media arm of SMRT, one of Singapore’s major public transport operators, Stellar Ace occupies a unique position in the city-state’s advertising landscape. The company doesn’t just sell advertising space—it orchestrates brand experiences across an integrated ecosystem where millions of Singaporeans commute, shop, work, study, and play.

“We turn everyday transit journeys into meaningful media touchpoints, connecting brands with millions of commuters,” explains Heng. With approximately 4,000 train assets, 11,000 street-level screens, and 80 mall assets, Stellar Ace delivers both the scale and precision that modern advertisers demand.

Audience intelligence at the core

What sets Stellar Ace apart in Singapore’s competitive media landscape is its audience-centric, data-driven approach. Through DataPro, the company’s in-house data and insights team, Stellar Ace combines multiple data sources to build detailed commuter personas—from young professionals to families to value-conscious consumers.

“We care about what advertisers want,” says Heng. “By combining different data sources to segment commuter personas such as young professionals, families, and gamers, we help brands connect with the right people in the right context.”

This intelligence allows advertisers to move beyond simple reach metrics and target audiences based on behavioural patterns, journey habits, and demographic profiles. Whether a brand wants to reach CBD professionals during morning commutes or families in residential neighbourhoods during evening hours, Stellar Ace’s data capabilities enable precision at scale.

Every street, every screen, islandwide

Stellar Ace’s network architecture reflects Singapore’s unique geography and commuting patterns. The company’s assets span four key categories:

Train: SMRT trains and stations, including high-traffic locations like Orchard, Bayfront, and Serangoon, delivering 33.4 million weekly impressions island-wide. 

Street: More than 11,000 static and digital bus shelters, bus shelter rooftops, in-taxi screens, overhead bridges, linkways, and HDB (public housing) locations, generating more than 528.6 million weekly impressions

Malls: Commercial and lifestyle spaces that capture audiences during shopping and leisure activities, contributing more than 6.5 million weekly impressions

Online: The WINK+ mobile app extends the network into the digital realm

“From CBD to heartlands, we provide advertisers with both scale and precision, reaching audiences everywhere they go,” Heng emphasizes. This comprehensive coverage ensures brands can maintain consistent visibility throughout the consumer journey—from morning commute to workplace to evening shopping trips.

Industry reach that mirrors Singapore’s economy

Stellar Ace’s client base reflects the diversity of Singapore’s economy. The network serves retail, finance, F&B, technology, government, and lifestyle sectors—supported by what Heng describes as “the largest transit OOH footprint in Singapore.”

This industry reach at scale makes Stellar Ace particularly valuable for campaigns requiring both mass awareness and targeted precision. A financial services brand can reach business professionals in the CBD while simultaneously maintaining visibility in residential areas. A retail brand can synchronize messaging across train stations and nearby shopping malls.

The connected commuter ecosystem

Perhaps most importantly, Stellar Ace has created what Mr. Heng calls “a connected ecosystem that captures audiences as they commute, shop, work, study, and play.” This isn’t just about placing screens in transit locations—it’s about understanding the full context of commuters’ daily lives and creating meaningful brand touchpoints throughout.

In a city where 75% of daily trips are made on public transport, and where the average commuter spends significant time in transit, these touchpoints represent valuable attention opportunities. Stellar Ace’s integrated approach ensures brands can deliver contextually relevant messages at the moments when audiences are most receptive.

Powered by Broadsign

Managing a network of this scale and complexity requires sophisticated technology infrastructure. Stellar Ace relies on Broadsign’s platform to streamline operations, optimize inventory management, and enable the dynamic, data-driven campaigns that modern advertisers expect.

As Singapore continues to evolve as a smart city and regional business hub, Stellar Ace’s position at the intersection of transit, technology, and advertising positions the company to shape the future of OOH in Asia. With islandwide coverage, audience intelligence capabilities, and the operational backbone provided by Broadsign, Stellar Ace is transforming how brands connect with one of the world’s most connected urban populations.

Product News | October 11, 2021

Broadsign Accelerates APAC Expansion with Four Strategic Appointments

Key hires underscore company’s ambitious growth trajectory and commitment to regional market leadership

SYDNEY, February 26, 2026 – Broadsign, a global leader in Out-of-Home (OOH) and
Retail Media advertising technology, today announced four key appointments across
the Asia-Pacific region.

The strategic hires – spanning Service Delivery, Account Management and Sales – reinforce the company’s commitment to delivering cutting-edge OOH and Retail Media solutions.  

Broadsign empowers brands, agencies, media owners and retailers to harness the full potential of OOH and in-store advertising through automation and monetisation. With consistent growth across both sectors, the company is scaling its APAC footprint in order to meet escalating market demand and continue providing a best-in-class service for its customers and partners. The new hires include:

Adel Dani Kabbara joins as Regional Service Delivery Director across APAC and holds extensive experience across customer success, technical account management, strategy and technical solutions, gained through his time with the likes of Criteo, Tealium and RadiumOne. Kabbara will be responsible for ensuring world-class implementation and customer success across the region.

Alec Jeffrey joined Broadsign in early 2026 from B2B publisher Octomedia, where he served as Group Sales Manager. In his new role as Sales Executive, Jeffrey will be responsible for driving adoption of Broadsign’s recently revolutionised platform amongst OOH media owners and retailers. 

Alexandra Martin also joins the business as Sales Executive, working with brands, agencies and demand-side partners to deliver further growth across the programmatic OOH ecosystem. Martin brings deep media expertise and relationships from the likes of Seedtag, JustEggs Digital and SBS Australia, where she has previously held a number of Sales and Solutions focused roles. 

In addition to the above hires, Bryan Magee has recently joined Broadsign in a consultative capacity, focused on the implementation and delivery of Broadsign’s automation strategy. Magee is somewhat of an industry legend and brings a wealth of OOH and agency experience, having previously held numerous senior roles with Dentsu and WPP Media. More recently, Magee has consulted to numerous tech companies, start-ups and media agencies. 

Leadership Perspectives:

Broadsign’s Regional VP of Platform Sales, Ben Allman, commented: “We feel incredibly fortunate to be welcoming such a brilliant bunch of people to the business at what is an incredibly exciting time for Broadsign both locally and globally. The knowledge, ambition and experience which Alec, Alex, Bryan and Dani bring will play a fundamental role in unlocking Broadsign’s next phase of growth in this region.” 

Jonny Richardson, Director of Business Development, added: With ambitious goals, such as driving the automation of OOH via our In Advance & Programmatic Guaranteed offerings, comes the need for best-in-market talent. We are excited to welcome Alec, Alex, Bryan and Dani, whose expertise and reputation for service excellence will be key to accelerating our growth and ensuring our clients achieve the best possible results from their programmatic campaigns.

About Broadsign

Broadsign empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home (OOH) to connect with audiences in ways unlike any other advertising channel. More than 2 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign. The Broadsign Platform helps media owners and retailers, such as Outfront, Pattison Outdoor, Global, oOhMedia!, Intersection, Sainsbury’s, Woolworths, Stellar Ace, and Douglas, maximize revenue opportunities and automate business operations. It also enables agencies like Talon, OMD Worldwide, Havas, Starcom, dentsu, Omnicom Media Group, and Publicis Groupe to seamlessly plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com