Product News | October 11, 2021

Broadsign International, LLC Announces Digital Signage Content Partnership with BlueFox SA

The Broadsign ecosystem expands to include professional digital signage content, accessible and relevant worldwide.

Montreal, QC. June 3, 2014. Broadsign International, LLC, the leading provider of cloud-based digital signage software, has announced a content partnership with BlueFox SA. Headquartered in France, BlueFox provides rights-cleared premium content for digital out-of-home and digital place-based media globally.

“As Broadsign’s digital signage platform continues to mature and serve a growing number of networks, we have an increased responsibility to provide our customers with access to content that is timely, captivating and relevant to spectators’ environments,” said Daniel Parisien, Vice President of Marketing and Strategy at Broadsign. “It was a natural fit to add BlueFox, a company that supplies high quality content worldwide, to the Broadsign ecosystem.”

BlueFox’s strong international presence is bolstered by content offerings in 17 languages and high-profile clients such as JCDecaux, Clear Channel, Citibank, Carrefour, Intermarché, Areva and Orange. “BlueFox is proud to provide professional digital signage content to the augmenting number of networks standardizing on Broadsign’s platform,” said Andrea Le Vot, Chief Executive Officer EMEA at BlueFox. “Our premium content feeds and technology are at the forefront of industry standards thanks to heavy investment in research and development. Like Broadsign, BlueFox raises the bar in terms of innovation that moves our industry forward.”

Broadsign Creator, an easy-to-use Web-based tool, allows Broadsign customers to build content from ready-made templates, enabling small networks or local operators within large networks to create and play back customized digital signage content. As a complement to Broadsign Creator’s rich feature set, the addition of BlueFox will now provide customers with the ability to add automated real-time content feeds, such as news, weather, sport data and traffic.

In line with Broadsign features that encourage advertisers to make use of smart content in digital signage campaigns, BlueFox services can work with those of other specialized platforms for custom and dynamic deliveries. For example, when combined with the automated audience measurement capabilities of fellow Broadsign partner, Quividi, content can be adapted in real-time depending on the audience viewing a screen.

A kiosk featuring Broadsign digital signage software, as well as BlueFox’s smart content and technology, will be on display within Broadsign’s booth at the upcoming FEPE Congress in Vienna, Austria.

About Broadsign

Broadsign International, LLC is the first global provider of cloud-based software for digital signage networks. Its platform was designed exclusively as a management system for media companies operating digital out-of-home and digital place-based media networks, giving them an unlimited capacity for growth without adding personnel. After over a decade in the industry, Broadsign’s latest incarnation, Broadsign X, has become a mature and reliable fit for all digital signage software needs and its Android-based smart player, Broadsign Xpress, has decreased the cost of deploying digital signage compared to PC-based hardware alternatives. Broadsign’s constant growth, extensive network and dedication to predicting and responding to industry trends make its digital signage solutions a safe bet for the future of networks with even the most complex of requirements. For more information about Broadsign, visit https://broadsign.com.

About BlueFox

BlueFox is the leading content provider in digital signage. Exclusively serving DOOH screens, BlueFox has been in the market since 2006, delivering high-value off-the-shelf and customized content solutions for the global DOOH market. Offerings include real-time feeds, video footage and custom content channels. With its new smart signage technology, BlueFox influences customers in a non-obtrusive way, by delivering targeted content to screens in real-time depending on the viewers in the venue. BlueFox is the only DOOH content provider operating worldwide and supplying content in 17 languages, accessible through its fully automated content webshop. The company serves a wide variety of verticals, markets and target groups with eye-catching and relevant content that is easily integrated into digital signage systems. For more information about BlueFox, visit www.bluefoxcontent.com.

Product News | October 11, 2021

How to boost your back-to-school campaigns with OOH advertising

Back-to-school season isn’t just about new notebooks and sneakers—it’s one of the biggest retail moments of the year. In fact, next to Black Friday, it’s the second-busiest shopping event, with sales expected to reach $84.5 billion in 2025. It’s a key moment for brands to drive both in-store and online traffic.

According to the National Retail Federation, 67% of back-to-school shoppers had already started shopping by early July, up from 55% last year and the highest early start since the NRF began tracking it in 2018. The early start is partly driven by economic concerns: 51% of families say they’re shopping earlier this year to avoid potential price increases due to tariffs or inflation.

With shoppers active early but still open to influence, this season presents a key opportunity for advertisers to stay top of mind throughout the entire purchase journey. DOOH advertising helps brands do just that—reaching shoppers in real time with contextually relevant messages near retail locations, on transit routes, and in everyday environments where purchase decisions happen.

With families actively hunting for value and wrapping up their shopping lists, DOOH offers a smart, scalable way to connect with them. Here’s how to maximize your back-to-school campaigns this season.

Strategies for effective back-to-school OOH advertising

Targeted ad placements

Location matters—and when it comes to driving real-world action, proximity pays off. According to the OAAA, 30% of consumers have recently noticed OOH ads providing directions to a business. Of those, 51% visited the business, and 93% made a purchase, highlighting the power of timely, well-placed messaging to convert attention into action.

With 62% of back-to-school shoppers planning to visit two or more physical stores this season, strategic DOOH placements offer a direct way to influence purchase decisions in real time. By meeting consumers where they live, move, and shop—on commutes, in stores, and during everyday errands—advertisers can stay top of mind throughout the entire path to purchase.

  • Urban panels and transit stations reach students, teachers, and parents as they navigate city streets or commute to school and work—making them ideal for building awareness early in the shopping cycle.
  • In-mall screens and big-box retail placements reach consumers at the point of decision, when new clothes, school supplies, and electronics are already top of mind. These locations offer both high dwell time and strong purchase intent.
  • Grocery stores and pharmacies are high-frequency stops for families throughout the season. Placing DOOH ads in these environments helps reinforce messaging around snacks, lunch prep, personal care, and other everyday essentials.
  • Near college campuses, DOOH campaigns can engage students and educators gearing up for the semester, with messaging focused on dorm furnishings, laptops, and classroom supplies.
Tesco’s back-to-school campaign via Clear Channel UK.

Contextual, relevant messaging

Crafting timely and relevant messages for your OOH ads can significantly enhance their impact—especially as inflation continues to influence how households prioritize their spending. According to the National Retail Federation, nearly half of back-to-school shoppers are delaying purchases to wait for better deals, making context-aware messaging more valuable than ever.

DOOH ads tailored to contextual settings or time-specific discounts can help capture a shopper’s attention and inspire action—whether it’s a limited-time offer near a big-box store or a reminder to stock up on supplies during the afternoon commute. You can take that agility even further by incorporating dynamic creative, allowing your messaging to automatically adapt based on real-time conditions.

Thanks to continued advancements in programmatic digital out-of-home (pDOOH), triggering dynamic ads is easier than ever. Advertisers can activate creative based on factors like weather, traffic conditions, time of day, special offers, or even nearby events. In some cases, ads can even be triggered by inventory status, such as displaying promotional discounts when a store has an overstock of merchandise.

Timing is key—schedule ads during the moments your audience is most likely to engage, like morning and afternoon commute windows, weekend shopping rushes, or after-work errand hours, to ensure your message reaches consumers when it matters most.

H&M promotes the back-to-school season during commuting hours via JCDecaux.

Amplifying digital reach with OOH

OOH advertising is not just about physical presence; it can also drive digital engagement. According to data from The Harris Poll and OAAA, 74% of mobile device users reported taking action on their mobile devices following recent exposure to DOOH ads, with actions ranging from online searches about advertisers to direct visits to advertiser websites and social media platforms. 

Integrating QR codes or short URLs into OOH ads can encourage viewers to visit an online store or follow or engage with a brand on social media to access a promo code for B2S shopping. Social media contests or giveaways with a B2S theme promoted on OOH creative can further drive engagement and increase a brand’s following.

Interested in getting started with DOOH this back-to-school shopping season?

The back-to-school season is a prime time for brands to connect with consumers and boost sales. Incorporating OOH into your marketing strategy is a strategic way to reach parents, students, and teachers where they’re at, increasing brand awareness and prompting them to take action. 

Explore curated audiences in our Retail package here!