Product News | October 11, 2021

Go2Digital, LLC Selects Broadsign International, LLC for Digital Signage in Croatian Shopping Malls

Initial deployment consists of 50 double-sided totems in 17 malls across Croatia.

Zagreb, Croatia. Oct. 28, 2014. Croatian digital signage network, Go2Digital, LLC, has selected Broadsign International, LLC’s cloud-based digital signage software to power its screens in shopping malls – the first network of its kind in the country.

The initial deployment consists of 50 double-sided totems with 65” screens across the top 17 malls in Croatia. Reaching over 2.2 million unique visitors each month, Go2Digital’s network has more viewers than the nation’s leading online portal and most-watched TV channel.

“Broadsign’s focus on ad-based DOOH networks and great references are what initially drew Go2Digital to its platform,” said Edin Pasalic, CEO and Co-Founder at Go2Digital. “Now that we’ve completed deployment, Broadsign’s automation allows us to minimize operating costs by maintaining a large network with one employee and maximize advertising opportunities by using criteria to quickly target campaigns to specific screens. These features demonstrate just why Broadsign is the number one provider of digital signage software.”

Running an ad-based model, Go2Digital accommodates the short shopping mall dwell time with 90-second loops divided into 15-second slots. Advertisers like Samsung, Unilever and Croatia’s leading telecommunications provider, Hrvatski Telekom, target specific audiences at certain times of the day through unique and interactive campaigns that complement or serve as a substitute to national TV and online outlets.

“The Broadsign platform is a robust and reliable means for enterprise networks to push the envelope when it comes to widespread advertising campaigns that rely on hyperlocal targeting,” said Skip Beloff, Vice President of Sales at Broadsign. “Go2Digital understands the Croatian market and we look forward to enabling its establishment of the largest national DOOH network as it expands into additional shopping malls and verticals.”

Go2Digital plans on bringing screens into supermarkets, transit venues and city networks, with a goal of 500 screens throughout Croatia in the near future. “We are following in the footsteps of major global network operators in terms of our regional strategy, verticals and of course, selecting the industry standard for software,” added Pasalic.

To learn more about how the features of Broadsign’s digital signage software can assist your shopping mall or large-scale network, sign up for a free trial.

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 Go2Digital

Go2Digital is a company which specializes in the field of digital signage. Our first project is the development of the first national digital signage networks in shopping centers that will cover the 17 largest shopping centers in Croatia. Go2Digital shopping mall network will reach 85% of the Croatian viewpoint aged 15+ which is more than the number one online portal and the most watched television channel in Croatia. http://www.go2digital.hr

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!