Media Frankfurt Chooses Broadsign International’s Digital Signage Software-as-a-Service
Major German airport DOOH operator makes a safe bet on the future by converting its entire network to Broadsign’s platform.
FRANKFURT, GERMANY – Media Frankfurt GmbH, Germany’s largest OOH advertising media owner in airports has converted all of its 161 digital locations to Broadsign International’s digital signage software platform.
Media Frankfurt’s network is currently comprised of 238 large-format LCD panels, strategically placed to capture the attention of over 57 million passengers annually. A number of large LED screens will be added in the near future.
The technical aspects of network operations for Media Frankfurt and managed services are supported by Neo Solutions, a full-service digital signage systems integrator, who is already managing several thousand screens running on Broadsign SaaS.
Media Frankfurt’s Director of Operations, Christian Brauch said that the company selected Broadsign following some high-profile referrals and a period of extensive research and testing. “Since the switch we find that the software makes it easy for us to configure the networks as well as schedule and execute campaigns of any complexity,” he added.
“The German-speaking digital signage market is rapidly expanding and we are honored to be selected by such a prominent operator as Media Frankfurt. We are confident that their investment in Broadsign as an emerging standard will help make their media more efficient and compatible with the many other European networks thanks to our platform,” states Broadsign’s Vice President of Sales, Skip Beloff.
About Broadsign
Broadsign International LLC is the leading global provider of software-as-a-service for digital signage networks. Its software allows networks to target out-of-home audiences, place advertising or promotional campaigns, play back scheduled content on each screen and account for campaign performance. Some of the world’s largest and most successful digital signage networks run on Broadsign’s platform. They take advantage of its comprehensive functionality, reliability and virtually unlimited capacity for growing networks without adding personnel. Broadsign is consistently ranked among the top 3 global digital signage software suppliers and received the 2012 Global Growth Leadership Award in the Digital Signage Software market from Frost & Sullivan. For more information about Broadsign, visit https://broadsign.com.
About Media Frankfurt
Media Frankfurt GmbH is the exclusive marketing agency for advertising space at Frankfurt Airport. Thanks to its connection to the JCDecaux network (the world-market leader for airport advertising) with 152 airports around the globe, Media Frankfurt is also the point of contact for German companies planning international airport campaigns. With over 2,000 advertising media, Media Frankfurt reaches about 60 million passengers at Frankfurt Airport, the home base of Lufthansa and an important hub of the entire Star Alliance. The product portfolio of Media Frankfurt ranges from Citylightposters, via digital media, light boxes and large-scale billboards, to customised airport marketing solutions. The spectrum of services provided by Media Frankfurt includes not only the marketing of advertising space but also the development of products and concepts. http://www.media-frankfurt.de
Product News | October 11, 2021
Broadsign and Scope3 Partner to Advance Carbon Measurement in DOOH Advertising
Collaboration unlocks new DOOH campaign emissions insights for sustainability-minded media buyers, improves DOOH carbon footprint reporting
MONTREAL, March 5, 2025 –Broadsign and Scope3 today announced a partnership that sets the stage for more accurate, comprehensive carbon modeling of digital-out-of-home (DOOH) campaigns. As more brands seek to limit carbon emissions across their businesses, including marketing, the two companies have teamed up to expand the depth and precision of available DOOH emissions data.
As a result of the collaboration thus far, agencies and brands leveraging Scope3’s carbon measurement platform can now access DOOH property and format emissions data for over 1 million screens globally when planning DOOH and omnichannel campaigns. Available insights include average CO2e per impression for DOOH screens by country and venue category.
Scope3 users can view this data alongside similar insights from web, mobile, social, CTV, and other channels for more seamless carbon-conscious media planning and reporting. While DOOH is proven to augment omnichannel campaign performance, the data now available on Scope3’s platform also demonstrates its carbon efficiency on a per impression basis, reaffirming previous studies that illustrate the medium’s carbon-efficiency advantage over other channels.
Key findings based on the data collected by Scope3 and Broadsign to date include:
DOOH is the lowest carbon-emitting marketing channel on a per/impression basis (in countries where DOOH benchmarks are available).
The primary source of DOOH carbon emissions comes from the electricity that powers the screens. Key factors include operating hours, brightness settings, and the electricity grid mix.
Approximately 95% of Broadsign-contributed screens fall at or below the median emissions level, considering factors like country and venue category.
Opting for high-quality, low-emitting screens that deliver strong performance without increasing carbon output and optimizing campaigns for time of day can help advertisers reduce emissions, as certain hours may benefit from a more sustainable energy grid mix or higher foot traffic.
“There’s a preconceived notion that DOOH is a high-emitting channel, but the data tells a more accurate story that accounts for its unique nuances,” shared David Fischer, GM, Global Ad Tech Platforms, Scope3. “Broadsign’s expertise, insights, and extensive inventory data are helping us refine our DOOH carbon measurement modeling to shed more light on the medium’s impact. Agencies and brands that use Scope3 to inform omnichannel media strategies can now better understand DOOH’s emissions, and media owners can set their inventory apart by offering insight into the carbon footprint of their screens.”
“Scope3 is the ad industry standard for carbon measurement, so partnering with them in the interest of the broader ad industry was a natural next step,” explained Bryan Mongeau, CTO, Broadsign. “As companies look to implement more sustainable practices, reducing ad campaign emissions will be an area of increasing focus, and our collaboration with Scope3 provides a strong foundation to support this demand. It not only provides invaluable insights today but also paves the way for future innovations like dynamic campaign planning and real-time media plan adjustments based on carbon intensity; we’re just getting started and have only begun to scratch the surface of what’s possible.”
Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, 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
Product News | October 11, 2021
Driving omnichannel success with DOOH: Insights from 1,050 brand lift studies
Virginie Chesnais, Chief Marketing Officer at Happydemics, explores the strategic role of DOOH in the media mix and its impact on campaign performance. Backed by extensive brand lift studies, this blog highlights how measurement helps drive better marketing outcomes.
Digital out-of-home (DOOH) advertising is reshaping the advertising landscape, blending the physical and digital worlds to deliver memorable brand experiences. While traditional out-of-home formats have always excelled in visibility, DOOH takes this to the next level by integrating data, dynamic creativity, and omnichannel synergies.
As a global solution for measuring advertising effectiveness across all online and offline media, including measuring the effectiveness of DOOH campaigns for companies like Broadsign, Happydemics delivers actionable, full-funnel metrics collected among targeted audiences, and offers one of the most comprehensive industry benchmarks to enable advertisers to compare to industry standards and optimize strategies.
With over 1,050 DOOH brand lift studies across 27 countries since 2022, we’ve seen firsthand how this medium enhances campaign performance. In this post, we’ll explore DOOH’s evolution, its strategic role in the media mix, and how marketers can leverage it to drive results at every stage of the funnel. We’ll also discuss how brand lift measurement helps demonstrate DOOH’s effectiveness, refine offerings, and deliver better outcomes across the board.
The evolution of DOOH: A must-have medium
Once viewed as a traditional and static format, DOOH has undergone a dramatic transformation. It has transformed the way we experience public spaces, blending cutting-edge technology with the pulse of urban life. Over the past decade, it has evolved into immersive displays that seamlessly integrate into our environments. No longer just an advertising medium, DOOH has become a storyteller, using motion, data, and real-time information to engage with us in the most relevant and meaningful ways. It now stands at the intersection of technology, creativity, and strategy, making it a vital part of omnichannel marketing.
Why DOOH matters more than ever
From visibility to engagement: DOOH’s evolution from static billboards to dynamic, interactive formats has expanded its capabilities. Advertisers can now deliver real-time updates, location-specific messages, and interactive campaigns.
Shaping consumer behavior: Positioned in urban centers, transportation hubs, and retail environments, DOOH captures attention where people make decisions. This strategic placement bridges offline and online, influencing both immediate actions and long-term brand perceptions.
In today’s media-saturated world, DOOH excels at cutting through the noise. Its bold, large-scale visuals and dynamic content are not only eye-catching but also foster deeper emotional connections. As part of omnichannel strategies, DOOH strengthens cross-channel message consistency and creates seamless consumer journeys.
DOOH’s strategic role in omnichannel campaigns
DOOH is highly effective at showcasing creative content and enhancing ad perception compared to other media. Its large, dynamic formats are not only clearer and more engaging but also provide a strong platform for sophisticated brand image building.
The medium excels in delivering clear messages and shaping brand positioning, making it a powerful tool for highlighting key aspects of a brand’s identity. When integrated with other channels, DOOH becomes even more powerful at driving action—like purchases, inquiries, or recommendations—creating a compelling force for influencing consumer intent. Its visual dynamism, large-scale formats, and real-time adaptability make it effective across awareness, consideration, and conversion, solidifying its value for both brand building and consumer engagement.
This graph is based on the Happydemics benchmark, which includes 6,500 Brand Lift studies. The “+Xpts” value represents the performance difference from the benchmark, showcasing how this media surpasses the average of all other media for this specific KPI.
Upper section: DOOH performance by funnel phase compared to the average of all media.
Lower section: Best-performing media by funnel phase compared to the average of all media.
When integrated into a broader omnichannel strategy, the medium amplifies impact by working in synergy with other media channels. A successful multichannel approach relies on consistency and relevance, and DOOH strengthens this by extending reach and maximizing engagement.
It also pairs exceptionally well with digital channels. For example, combining DOOH with social media elevates brand visibility, with both channels reinforcing each other’s messages. DOOH enables the delivery of contextually relevant content to targeted audiences. After viewing a DOOH display, consumers are more likely to search for the brand or engage with mobile ads. This connection between the physical and digital worlds ensures that the brand message stays top-of-mind across all touchpoints.
During the consideration phase, DOOH continues to build on brand awareness, reinforcing messages and showcasing localized offers. Its flexibility allows for dynamic, contextually relevant content, ensuring ads remain timely, engaging, and persuasive, nudging audiences closer to decision-making.
Moving down the funnel, leveraging in-game advertising, where context is crucial, can further drive consumer intent. As part of a full-funnel strategy, DOOH works seamlessly with OOH, social media, and in-game ads to drive specific consumer actions. This combination ensures that every stage of the journey is optimized—whether building awareness, enhancing brand image, sparking curiosity, or driving conversion. With DOOH at the core, brands can create campaigns that deliver precise messaging and maximize impact at every stage.
Campaign types that benefit most from DOOH
Product launches: DOOH is particularly effective for showcasing new products, delivering high ad recall, and building awareness in saturated markets.
Seasonal promotions: Time-sensitive campaigns leverage DOOH’s flexibility to adapt messaging in real-time, ensuring maximum relevance.
Service-based industries: Our analysis shows that service brands see the highest ad recall uplift with DOOH, making it a top choice for industries like travel, finance, and healthcare.
Measurement: The key to optimizing the media mix
In today’s fragmented and competitive advertising landscape, measurement is essential for campaign success—especially in DOOH, which operates in diverse, high-saturation environments. With a 135%+ increase in DOOH measurement activations on the Happydemics platform from 2023 to 2024, the industry is increasingly recognizing measurement as a necessity. By comparing ad recall, brand preference, or purchase intent between exposed and control groups, advertisers can determine the true impact of their campaigns.
Making the medium work for you
With tools to measure uplift and track performance, brands can now optimize DOOH’s placement in campaigns and refine their media strategies to deliver greater impact. The lesson is clear: the key to success lies in working across the funnel, ensuring every medium contributes to a cohesive, high-performing campaign.
As the advertising landscape continues to evolve, DOOH will remain a must-have medium—not as a standalone solution, but as a vital piece of the omnichannel puzzle.
