Month: November 2018

Product News | October 11, 2021

How Pepsi Max used programmatic digital out-of-home to retarget fans

the challenge

Tesla and Edison, Sherlock and Moriarty, Star Wars and Star Trek; the world is packed with epic rivalries, but perhaps none as iconic as Pepsi and a certain red rival. Wanting to settle things once and for all, Pepsi MAX needed a marketing campaign that truly set them apart.

In a two-step campaign, Pepsi MAX started by setting up stations across the Netherlands where people were encouraged to take a blind taste test comparing two beverages. This classic and immersive campaign was a hit and great for brand awareness. Yet Pepsi MAX wanted to extend their reach and push their creativity a step further.

the solution

Using their innovation budget and working with international marketing agency Omnicom, Pepsi devised a plan to retarget taste testers using digital out-of-home. The campaign ran on Exterion Media screens in six malls in Amsterdam, Utrecht, the Hague and Rotterdam. These locations were specifically selected because the malls had a supermarket in them, increasing the relevance of the ad and the likelihood of triggering a purchase.

 

 

However, rather than booking every mall screen at all times, the brand tapped into Broadsign DSP partner, Platform 161, for a hyper-targeted and contextual programmatic digital out-of-home approach. When people participated in the tasting challenge, a unique ID was logged from several apps using Resono beacon technology. The digital out-of-home campaign was then triggered instantly when one of these taste testers walked into the mall.

As this took place programmatically, Pepsi MAX only paid for the ad placement when the creative played, making it a targeted and extremely efficient media buy. The moment the ad was triggered, the entire mall network displayed a Pepsi MAX ad for an impactful takeover view.

 

“The flexibility provided by buying digital out-of-home programmatically enabled us to look at retargeting in a whole new way.  The screens were a fresh and creative addition to Pepsi MAX’s campaign.” – Danique Steur, senior programmatic specialist, Omnicom

 

the results

The result was a highly effective campaign that caught viewers’ attention.

 

“With programmatic digital out-of-home, we were able to be extremely relevant to our audience without having to spend huge amounts. We’re definitely going to continue to innovate with this type of campaign going forward.” – Michiel Otten, brand manager beverages, PepsiCo.

 

While mass awareness digital out-of-home campaigns are still an important part of a brand’s marketing strategy, data-driven programmatic campaigns are becoming more frequent, as buyers look to find more efficient and creative ways to share their brand stories.

Product News | October 11, 2021

Broadsign’s Sell-Side AI Agent Joins With Global Netherlands and Draft Digital to Deliver First-Ever End-to-End Agentic AI-Powered OOH Campaign

Collaboration paves the way to faster, more automated, and data-driven OOH buys

MONTREAL (May 27, 2026) –  Broadsign, the leading global platform for managing and monetizing out-of-home (OOH) media, today announced that its sell-side AI agent and digital marketing agency Draft Digital’s buy-side agent, planned, booked, and executed the first-ever fully agentic AI OOH ad campaign. The agentic AI solutions enabled the end-to-end media buy for Lot of Happiness on premium OOH inventory in collaboration with media owner Global Netherlands. 

Agentic AI powered the buy from beginning to end, using the brand’s campaign goals to inform audience and venue targeting, media selection, campaign setup, creative workflow and approvals, and execution. The AI agentic solutions used the AdCP protocol and Broadsign’s industry-leading OOH sell-side technology and data infrastructure. Moving beyond chatbots layered over existing tools, the collaboration proved the power of agentic AI in enhancing the effectiveness and efficiency of OOH campaigns from start to finish. Together, the buy and sell-side agents rapidly coordinated complex tasks across parties, with human oversight and guardrails.

With the largest global OOH media supply – including the largest aggregation of video-enabled displays, in-store media, and on-screen cinema inventory – Broadsign’s goal with this campaign is to unlock the power of agentic trading for OOH. The company is committed to bringing greater scale, data, and efficiency to buyers and opening up more demand for sellers. 

“Agentic AI allows us to double down on our value proposition of leveraging technology to support media owners in achieving their business goals,” explained Bryan Mongeau, CTO, Broadsign. “Overlaying AI atop our global static and digital OOH supply, in concert with advanced data and execution capabilities, such as screen-level audience indexes, dynamic creative, guaranteed in-advance buying, and more, sets the stage for a paradigm shift that will transform the OOH business. This innovative collaboration is only the beginning.”

“A number of us at Draft Digital were early adopters of programmatic DOOH years ago, so being first to move on this next leap, fully agentic OOH, is genuinely exciting. Agentic advertising lets us build true multichannel experiences for our clients, backed by first-party performance data and a much cleaner ecosystem,” shared Aliks Röling, Digital Marketing Consultant, Draft Digital. “It pushes us into tighter collaboration with quality publishers and partners and ultimately delivers sharper strategic impact for brands like Lot of Happiness.”

As a growing charity lottery with around 100,000 participants and over €50 million donated to good causes, Lot of Happiness is always looking for smarter ways to expand its reach. Without the media budgets of larger lottery players, the organization relies on creativity and innovation to fuel its growth. “As a growing organization, we have to be creative and find efficiencies that larger players simply take for granted. Agentic DOOH is one of those opportunities where we want to be at the forefront, and we’re excited to see where it takes us.” Leo Nijs, Online Marketer, Lot of Happiness

“In today’s competitive media landscape, digital out-of-home must be as easy to discover, plan, buy, and measure as any other channel, and this collaboration proves it’s possible,” said Mink Zwolsman, Business Development Director, Global Netherlands. “What excites us most is that no single party could have done this alone. By combining Broadsign’s infrastructure with buy-side intelligence, Draft Digital’s ambition and our diverse digital out-of-home offering, we’ve shown that outdoor can be planned, bought, and activated with the same speed and data-driven precision as any digital channel. For Global Netherlands, this is a meaningful step toward making our inventory more accessible to buyers who want seamless, omnichannel campaigns and we’ve only just begun to uncover the advantages.”

Marketers and media owners looking to learn more about Broadsign’s sell-side agentic solution can get in touch with the company. 

About Broadsign

Broadsign develops the leading global platform for managing and monetizing out-of-home (OOH) media. The company, which also operates Place Exchange by Broadsign, the largest independent SSP for Digital OOH, empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 2.8 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign. https://broadsign.com

About Draft Digital

At Draft Digital, we are setting the new standard in marketing and media. We believe that standing still is falling behind; an organization that isn’t growing is already losing. Built on a foundation of relevance and trust, we guide clients through a digital journey that never ends. We are leading the transition to Agentic Advertising, where intelligent Agents handle the operational burden of media buying. This shifts our focus from execution to pure strategy and innovation. By merging classic marketing theory with AI, we deliver scalable creativity and perfected measurement. We are not just service providers; we are the architects of digital growth.

About Global Netherlands

Global is a media operator and market leader in the (Digital) Out-of-Home sector, offering advertisers the opportunity to advertise in high streets, supermarkets, shopping centres, at railway stations, petrol stations and along motorways. With a nationwide digital network, Global meets advertisers’ needs to reach their target audience at precise times and locations. Thanks to these exclusive concessions across these diverse networks, advertisers can reach the masses or, conversely, target specific audiences very precisely in a wide variety of locations.

About Lot of Happiness

We believe in a better world for everyone. Charities, both big and small, drive this mission, they all deserve our support. By playing in our lottery, we together contribute to their missions. Playing = impact. You choose which charity receives half of your contribution. We are flexible: you decide how often you play and with what amount. This makes Lot of Happiness the lottery where your voice counts and your impact is big. And you can win fantastic prizes, from €1 million in the bank to a brand-new electric cargo bike. A true win-win. 

Product News | October 11, 2021

How Osmow’s achieved a 33.9% lift in restaurant visits with programmatic DOOH

To support its next phase of national growth, Osmow’s, a leader in the Canadian quick-service restaurant (QSR) space, launched a high-impact programmatic digital out-of-home (pDOOH) campaign to reach its target audience at scale. Specializing in modern Middle Eastern and Mediterranean cuisine, the brand sought to strengthen its position as a category leader and drive measurable foot traffic to restaurant locations across the country.

Objective

The campaign aimed to increase brand awareness and category share for Osmow’s, leveraging three tailored executions to support its diverse product offering. A core objective was to drive in-restaurant visits across urban, suburban, and rural markets, while positioning the brand as a value leader during the competitive post-holiday period.

Strategy

Osmow’s partnered with Involved Media and Broadsign to launch a data-driven programmatic digital out-of-home (pDOOH) campaign, activating premium inventory across 4,912 screens. The campaign leveraged a diverse mix of placements, including large-format billboards, transit shelters, and campus screens, to deliver broad reach and sustained frequency.

Using the OutMoove DSP, the campaign employed programmatic triggers to engage consumers at high-intent moments throughout their daily routines. To maximize relevance and efficiency, ads were programmatically dayparted to peak during lunch (11 am–2 pm) and dinner (5 pm–7 pm) consideration windows. By utilizing proximity targeting near restaurant locations across Canada, the campaign ensured that tailored messaging reached audiences at the moment of choice.

Results

  • Foot Traffic Lift: Achieved a 33.9% lift in visits across 30 restaurant locations compared to the non-exposed control group
  • Sales Impact: Delivered a 5% contribution to total sales throughout the campaign period

“With over 240 locations, we are always looking for ways Osmow’s can stay top-of-mind while driving traffic to restaurants. Programmatic DOOH gave us the flexibility to do both at once. We were able to maintain a massive presence across the country, but with the additional layer of dayparting and proximity tools needed to reach the right people during the key lunch and dinner windows. It’s been a very effective way to bridge our digital strategy with the physical restaurant locations,” says Effie Ambida, Director Strategy & Planning at Involved Media.

Want the campaign highlights? Check out the infographic below.