Product News | October 11, 2021

Captive Media Ltd Converts to Broadsign International, LLC for Growing Washroom Digital Signage Network

Innovative and engaging network will expand to 1,500 screens by 2017.

About Broadsign

London, England. January 27, 2015. The first and only provider of digital signage in washrooms across the United Kingdom, Captive Media Ltd, has converted its network to Broadsign International, LLC’s cloud-based software platform. After deploying 60 screens in London in 2014, another 160 will be installed in major regional cities over the next few months, contributing toward an expansion goal of 1,500 screens by 2017.

Captive Media screens situated in washrooms of bars, pubs and clubs, reach a targeted audience of males between 18 and 35 years old. Each 12” LCD screen generates around 800 impressions per week for a total of just under 100,000 weekly impressions across the current network.

“We conducted a review of the Top 30 digital signage software companies identified by DailyDOOH and chose Broadsign because it is best-in-class for ad-based networks and one of only a few that would allow us to distribute interactive games in addition to regular video assets,” said Gordon MacSween, Founder and Director at Captive Media.

Network content is meant to entertain, promote and engage, with 10-second slots contributing to a 90-second loop, half of which is entertainment including RSS-fed pictorial news and the other contains ads. The interactive portion lasts about 55 seconds (the average dwell time) and contains branded content and games ideal for brands targeting a male, Gen Y audience, such as Guinness, Smirnoff and Captain Morgan.

“Broadsign has built a reputation for being at the forefront of innovation in our industry and we do so to ensure our customers can focus on being leaders in their respective domains,” said Skip Beloff, Vice President of Sales at Broadsign. “By minimizing scheduling time, Captive Media can focus on venue and advertiser acquisitions to expand its highly successful network rather than occupy resources with software development.”

Not only do Captive Media screens turn a minute of boredom into a unique experience for pub-goers, the network delivers directly attributable sales uplifts of 25% to 200% for featured brands and the venue.
“There are so many factors involved in building and operating a new digital signage network that it’s a blessing to schedule ads simply and reliably, and delivering audited reports in an industry where measurability is normally an Achilles heel is an added bonus,” continued MacSween
To learn more about Broadsign’s digital signage software, book a meeting with a representative at Integrated Systems Europe or sign up for a free trial.

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 Captive Media

Captive Media’s interactive screens are a world-first. For venues, a unique, premium differentiator. For advertisers, an effective media channel at the point of sale. Since January 2014, we have been creating the world’s first interactive washroom media network, which is now live across London and the UK.
Our mission is to make better use of the 9 billion minutes men spend staring at walls each year.

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!