We’ve updated our SOC II and ISAE3402 reports to include more data
It’s no secret that trust and transparency play a huge role in digital advertising. Issues with viewability, bots, ad-fraud and data privacy have caused a few scandals in mobile, online display and social media platforms, making both consumers and advertisers wary of some digital advertising mediums. Digital out-of-home faces some of the same data concerns, especially with the rising popularity of automated programmatic purchasing. Advertisers want to know exactly where and when their budget is being spent, creating a need for transparent and reliable reporting. Accurate and reliable data is key to establish digital out-of-home as a viable digital marketing solution, and this is why we certified our proof-of-play report and campaign performance.
What does this certification entail?
Working with third-party consultation company BDO, we performed an audit of our proof-of-play report and campaign performance information to verify and confirm the confidentiality, integrity and availability of data capture and storage. Having successfully completed the audit, we are proud to add proof-of-play and campaign performance to our SOC II and ISAE3402 reports.
What does this mean for our customers?
Completing this audit is an important step in providing our customers with added peace of mind that their data is secure and accurate.
While we have always appreciated the importance of secure and reliable data, we felt it important to provide our customers with reliable, third-party verification that our data is collected, stored and reported in an optimal way. With certified data, our customers can feel confident in providing advertisers with the data transparency they are looking for. — Dana Tunks, CFO at Broadsign
For more information, contact your Broadsign representative or fill in this form to receive the full report.
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.
