Month: December 2018

Product News | October 11, 2021

How can I buy digital out-of-home media programmatically?

how to buy digital out-of-home programmatically

Did you know you can buy digital out-of-home programmatically? Do you have a vague idea how it works? If not, read this.

Once you’ve got the basics down, you might be interested in actually adding digital out-of-home to your programmatic campaign. It’s a powerful medium, and automated bidding gives you the opportunity to create efficient and targeted campaigns. Triggers can be set up based on weather, time-of-day, day-of-week – any data feed, really – to only run the campaign when it’s relevant to the audience.

A recent campaign by music video brand XITE did just that, combining mobile, online and digital out-of-home for a creative, efficient and memorable campaign.

“With programmatic digital out-of-home and mobile, we were able to carefully target our campaign to serve our specific target audience in a creative and contextual way, all without having to spend huge amounts of money. We’re happy with how innovative it all was and we will definitely be running this type of campaign again.”

– Moa Afzal – PR and communications manager, XITE

More and more advertisers are embracing digital out-of-home, adding bright, impactful screens to their mobile and online offerings. Are you the next?

Defining audience in digital out-of-home

Before getting started, there is one important way digital out-of-home differs from traditional online and mobile programmatic: the way audience is measured. Given that one screen can be seen by thousands of viewers, audience is not calculated on a one-to-one basis – just imagine the viewership of a digital billboard ad in Times Square! Instead, audience is calculated based on a variety of research and data methods to determine the number of impressions a screen will get.

First-party data – the venue owner has a tally of the number of people in their establishment. This could be done via a ticketing system, like at a cinema or in a public transport network, or by analyzing sales.

Second-party data – the venue owner hires a company to conduct research on who is present, through surveys, a counting system or other anecdotal research.

Third party data – an independent third-party research firm like Geopath or Nielsen conduct a statistical analysis of the likely views that a screen will get using anonymous location data from mobile phones and cars, and custom data resources like traffic statistics and pedestrian count.

Video data – this third-party research uses cameras and sensors integrated with a DOOH analytics platform like Quividi or Linkett to collect views data on an ongoing basis.

For an even more in-depth analysis, OOH audience data can also be broken down by demographics like age, gender, purchasing habits and more. This enables you to better understand who will see your ad, and to ensure you hit your target audience.

These demographics also have an impact on price, as some audiences are more interesting to advertisers than others. For example, a billboard in a wealthy and established neighborhood will likely cost more than one in a less affluent area of the city, as this audience is presumed to have a higher level of disposable income.

How to price digital out-of-home

Once these metrics are found, a multiplier is used to determine the CPM for a given screen, very similar to other programmatic media. As with any product or service, supply and demand play a large role in determining the cost of a billboard. The more attractive it is to advertisers, the higher the price, with factors like location, audience impressions and demographics, and the type of sign affecting the final cost.

Digital signs have an average CPM of nine to 32 dollars, making this medium slightly more expensive than its online partners. However, digital out-of-home offers creative flexibility and budgeting options that are otherwise impossible.

Adding programmatic digital out-of-home media to your mobile or online campaign

While adding digital out-of-home to your campaign is quite simple, it differs slightly from traditional programmatic. Here’s what you need to do:

1. Decide where you want to buy

The main this here to consider if digital out-of-home inventory screens are located where your target audience is. Some DSPs offer a global inventory of screens, while others are more focused in smaller geographical regions.

2. Decide on your DSP partner

Once you’ve determined where your campaign needs to run, select a partner to work with. Depending on the DSP, some are are hands on, and will guide you through initial setup and campaigns, while others are more self-serve. Given that it’s a fairly new medium in programmatic and there a slight differences between digital out-of-home and traditional programmatic, it’s suggested to get a bit of help on your first campaign.

3. Understand your audience multiplier

As mentioned earlier, audience in digital out-of-home is not calculated in quite the same way as traditional programmatic. Working with the DSP, you will need to determine how their audience statistics for digital out-of-home translate to their other metrics. It’s important to really understand the nuances of digital out-of-home to truly know where your campaign dollars are going.

4. Define your audience demographic and environment targeting

For a digital out-of-home campaign to be a success, targeting criteria should be set. This can be as simple as using screen location to determine a given audience. However, other criteria like time of day, the day of the week, or feeds like weather, traffic or even custom data, can be used to further add context to a campaign. Most DSPs already have some form of targeting available, while others will even help you set up custom data feeds for your campaign.

5. Set up a procedure for creatives

Digital out-of-home assets are fairly similar to online and mobile, yet generally need to be of higher quality to look great on large screens. In many cases, creatives can be reformatted from mobile and online. However, be sure to consider text size and graphics to ensure your creatives are impactful on large screens. Given it’s public nature, digital out-of-home publishers may also require an initial creative before a campaign can go live.

Digital out-of-home is one of the newer mediums to join the programmatic realm, and as more brands run amazing campaigns, we’re excited to see what the future holds. Who knows, maybe your programmatic campaign will be the next to dazzle on screens around the world.

Product News | October 11, 2021

Putting people first: Why Broadsign was named one of Canada’s top employers

Recently, we announced that we have been recognized as one of Montreal’s Top Employers, and now, we’re thrilled to share that Broadsign has been named one of Canada’s Top Small & Medium Employers, too! This award recognizes small and medium-sized businesses across the nation that foster positive workplace cultures through progressive and forward-thinking human resources policies.

Seeing as we’ve put a lot of work into building a workplace where everyone feels welcome, achieving this honour for a sixth consecutive year matters greatly to us. 

What makes Broadsign such a special place? When employees talk about what they love most about working here, the answer is almost always the same: the team makes all the difference. But it’s not just about the colleagues we collaborate with—a people-first attitude is embedded into our company DNA. Whether it’s reflected in the perks that support a healthy work-life balance or in the managers who champion growth and encourage everyone to bring their best to the table, it all comes down to one thing at Broadsign: the people.

Don’t just take our word for it—some of our Broadsigners have shared what they believe makes Broadsign one of the top employers in Canada. Check out what they have to say below. 

An emphasis on professional development and continued learning

Business Analyst Viraj Gandhi has been part of the Broadsign team for over six years. When he first joined, he was new to the world of finance, so he focused on projects and tasks that would help him gain a deeper understanding of how a finance team operates. Through this hands-on experience, he became familiar with customers and vendors, as well as key processes like accounts receivable and accounts payable.

Viraj quickly picked up the concepts and found himself increasingly drawn to the department’s work. Eager to grow, he approached his manager to express his interest in learning more and taking on greater responsibilities.

“In my day-to-day as a business analyst, the first thing is, of course, coffee,” he says, laughing. “But after that, it’s my job to shed a lot of light and provide as much information to various corners of the company as possible.”

So, what about Broadsign that makes it such a great workplace? For starters, it’s the company’s emphasis on well-being. The company’s leadership team understands that the best work happens when employees feel united and understood and operate under a shared mission. 

But it goes beyond cocktail hours and good vibes. When Viraj began to express interest in his professional development, he felt supported. His manager encouraged him to take the leap. 

“My manager gradually exposed me to more difficult reporting while always being available to answer and explain any questions I had along the way.” This little extra boost encouraged him to pursue a certification program (FMVA), propelling him to his new job title of Business Analyst.

“There’s a strong emphasis on professional development [at Broadsign] and to continue learning.”

Putting people first, every step of the way

Since joining the company in June 2022, Daniela Rousse, Human Resources Operations Specialist, has become part of a team committed to supporting its employees in ways that go beyond perks and payroll.

It’s not just the HR team—leadership across the company consistently prioritizes people in every decision. “Our team is passionate about our people,” Daniela says, describing Broadsign’s culture. “And our goal is ultimately to help them grow both professionally and personally.”

By actively listening and striving for continuous improvement, Daniela explains, the team works hard to ensure employees feel truly seen, heard, and supported.

Commitment to work-life balance

As a Technical Account Manager, David Muraca’s days are busy at Broadsign. On any given day, you can catch him guiding clients through technical walkthroughs and trainings, managing projects, and more. His role requires agility and an understanding of the products and clients.

Though the work is challenging, David says it isn’t just the work that keeps him motivated, he’s also driven by the corporate culture at Broadsign. 

“I do find that Broadsign is competitive in terms of its benefits,” he says. As a father of two, ensuring he has enough work-life balance is important. But, he says, Broadsign lets him manage his schedule and be there for his children if anything comes up—which sometimes happens with two little kids. 

Having the flexibility to balance his career and busy family life is part of what makes his life at Broadsign so rewarding. 

Where passion meets purpose

Sabrina Allard, Director of Product Marketing, joined the Broadsign team in 2019. Back then, the product marketing team was one person—her. Fast-forward a few years, and today, the team consists of four individuals managing the company’s entire product marketing efforts.

Throughout her time at Broadsign, Sabrina has been involved with countless projects that have involved cross-collaboration with many different departments.

“Everyone is so passionate and driven. There’s so much energy and heart behind everything we do here,” she says. Ultimately, dedication and commitment are two elements that make working at Broadsign meaningful.

Working together to make great things happen 

Broadsign is the kind of employer that empowers its team to speak up, take initiative, and grow professionally. This mindset is what drives us to keep raising the bar while staying true to our people-first values. We’ve always believed that great things happen when we prioritize our people, and earning this recognition is yet another reflection of that commitment.

If you’re looking for a workplace that empowers, supports, and uplifts you, check out our job openings here. 

Product News | October 11, 2021

Unlocking the potential of in-store retail media: What we can learn from digital OOH

Last month, the Broadsign team attended the Path to Purchase Institute’s second annual Retail Media Summit Canada, which brought together industry leaders, innovators, and experts to explore the evolving landscape of retail media. 

Retail media networks (RMNs) continue to evolve, with industry leaders emphasizing the importance of measurement, automation, omnichannel consistency, and monetization. As part of this year’s summit, Broadsign’s Global Head of Retail Media, Jonathan Franco, explored best practices and key lessons we can learn from digital out-of-home (DOOH) advertising and apply them to the retail media landscape. 

Measurement and attribution: The backbone of retail media success

 One of the biggest lessons we can take from OOH is that measurement is everything – and brands won’t invest unless they can clearly see the impact of their campaigns. Yet, measurement remains a challenge for in-store media, particularly when connecting performance to overall campaign effectiveness. “There are now over 250 RMNs globally, and we need to find a way to connect the dots across the omnichannel journey,” notes Jonathan.

Consistent measurement is a non-negotiable for brands, and retailers can’t operate in isolation by measuring in-store, off-site, and on-site channels separately. When these touchpoints are connected, they provide advertisers with a complete picture of performance, making it easier to justify ad spend.

Retailers can also help brands reduce waste by enabling real-time decision-making based on triggers like audience insights or campaign performance—tools already available for in-store environments. Ultimately, retailers who prioritize transparency and standardized metrics will gain the trust of advertisers, leading to stronger, longer-term partnerships.

How retailers can improve measurement and attribution:

  • Standardize measurement across channels to ensure brands can confidently invest. Without consistent metrics, brands will struggle to justify ad spend.
  • Prioritize privacy-first attribution by using anonymized, aggregated data instead of personally identifiable information. This ensures compliance while delivering valuable insights.
  • Ask the tough questions, such as: Would my company invest in this offering if I were the one being pitched on it? Forward-thinking retailers are now focusing on true closed-loop attribution in-store to answer this critical question and meet brand advertiser demands.

READ ALSO: Discover how the OOH industry is leveraging technology to achieve more measurable campaign outcomes in our guide to out-of-home measurement, attribution and audience extension.

Strategic screen placement and content strategy

In retail media, success goes beyond simply placing screens in high-traffic areas—it’s about crafting meaningful touchpoints throughout the customer journey. “The OOH market has taught us that success isn’t just about having screens in impactful locations; it’s about playing the right content in the right place at the right time.” When looking at digital screens in retail environments, retailers should focus on strategic intent rather than just hardware specifications. Location matters, but it should be about the intended purpose of the screen.

For retail media networks, that means thinking beyond ad placements and considering how in-store screens complement the full shopper journey. Retailers should leverage real-time data, like weather, promotions, and inventory, to ensure messaging is always relevant, just like many successful OOH campaigns do.

Jonathan also highlights the importance of tailoring implementations to each location’s unique environment, noting that every store has a different soul and retailers should adapt to individual stores rather than deploying identical setups everywhere.

Monetization: Striking a balance between advertising and shopper experience

For retailers looking to scale their RMNs, monetization is a key goal — but it can’t come at the expense of the brick-and-mortar shopping experience. Instead, it should complement and enhance how shoppers engage with products. The most effective RMNs go beyond advertising, incorporating category-based content and educational opportunities that help shoppers make more informed purchasing decisions while still offering valuable ad inventory to brands.

The most effective RMNs go beyond advertising, incorporating category-based content and educational opportunities that help shoppers make more informed purchasing decisions while still offering valuable ad inventory to brands. For example, digital screens can be used to educate shoppers on topics like skincare routines, influencing purchasing decisions across multiple products and increasing basket size. This approach not only provides value to consumers but also creates new opportunities for brands to connect with their audience in meaningful ways.

How retailers can maximize revenue while enhancing the shopper experience:

Retail media requires internal change management

Retail media isn’t just a new revenue stream—it requires a fundamental shift in how retailers approach operations. Success hinges on breaking down silos, rethinking business models, and fostering cross-team collaboration. While technology plays a critical role, true adoption depends on organizational alignment and a well-planned change management strategy. Many retailers mistakenly see retail media networks as just installing screens, but the real challenge is integrating them into broader business strategies for long-term scalability.

How retailers can successfully manage internal change:

  • Challenge legacy structures. Success in this space requires collaboration across sales, category management, operations, and technology—not just marketing. As media buyers shift to hybrid digital teams, retail media strategies must be cross-channel and cross-departmental.
  • Redefine success metrics. Move beyond impressions and clicks to track sales lift, brand engagement, and ROI.
  • Foster a test-and-learn culture. Implement iterative approaches that allow your team to experiment, gather real-world shopper data, and rapidly adjust strategies based on actual consumer behaviour rather than assumptions.

By aligning people, processes, and technology around a unified retail media strategy, retailers can transform what could be a disjointed set of digital screens into a cohesive, revenue-generating network.

Building sustainable in-store media networks: The power of strategic partnerships

How retailers build and operate their in-store media networks can make or break their success. The traditional “build vs. buy” dilemma has evolved into a more nuanced decision with long-term implications for flexibility, control, and revenue potential. 

“In OOH, we’ve learned that partnering with best-in-class, open-integration providers drives better long-term performance compared to locking into one-size-fits-all solutions. Why? Because the landscape is always evolving,” shares Jonathan. 

Retailers who build closed, rigid networks can struggle with scaling efficiently, as they can’t easily integrate new technologies that emerge. These same retailers also typically face data and measurement limitations that negatively impact both ad performance and attribution capabilities. Additionally, they miss valuable revenue opportunities since brands increasingly prefer to work with platforms offering greater transparency.

Instead, we need to advocate for a more flexible approach. “By embracing plug-and-play partnerships, retailers can stay agile, future-proof their networks, and maximize value for both brands and shoppers.” This partnership model allows retailers to maintain control while accessing best-in-class technology without the heavy lifting of building everything in-house.

How retailers can build scalable networks while maintaining control:

  • Leverage third-party partnerships. Partnerships provide agility, scalability, and access to best-in-class technology—crucial for long-term RMN success. Instead of building in-house, an open-integration approach gives retailers flexibility without the overhead.
  • Prioritize interoperability. Select partners and platforms that offer robust APIs and established integration pathways with other retail media technologies to ensure your network can evolve with changing needs.
  • Start small and scale strategically. Begin with focused pilot programs that deliver quick wins before expanding. This approach allows you to test partnership dynamics, refine processes, and demonstrate value before committing significant resources.

Technology tip: Just as programmatic has revolutionized digital media, dynamic content scheduling and automated inventory management are key to scaling in-store media efficiently. Make sure to choose intelligent in-store retail media software that includes these capabilities.

The future of in-store retail media

Looking ahead, the retail media landscape will continue evolving, requiring retailers to adapt quickly to stay competitive. A major shift in the industry is the unification of RMNs, as smaller retailers will need to join forces to remain viable.

With over 250 retail media networks globally, brands can’t stretch their budgets across all platforms, making consolidation inevitable as retailers compete for advertisers’ limited dollars. Despite foot traffic at top Canadian retailers surpassing pre-pandemic levels, many still aren’t fully leveraging in-store engagement opportunities.

Strategic recommendations to stay ahead:

  • Consider unification strategies. Smaller retailers should explore partnerships with complementary, non-competing brands to create unified retail media offerings with broader reach and stronger audience data.
  • Focus on monetizing in-store traffic. Retailers with physical locations have a unique advantage in the omnichannel landscape but must act quickly to develop and monetize their in-store retail media assets.
  • Prioritize flexibility and automation. As the retail media landscape evolves, the ability to quickly adapt to new technologies, measurement standards, and advertiser demands will separate leaders from followers. Automation is key to scaling efficiently.

“The most successful networks will be those that embrace internal change, challenge the status quo, and continuously optimize,” concludes Jonathan. The future belongs to retailers who can balance innovation with execution, creating retail media experiences that benefit brands, shoppers, and retailers alike.

Explore our latest RMN insights and best practices for building, scaling, and maxing the impact of a retail media network — whether you’re a retailer monetizing your retail assets or a brand investing in RMNs.

Looking to elevate your in-store retail media network?

At Broadsign, we help retailers and brands seamlessly integrate in-store digital signage, automate content management, and optimize retail media monetization.

Whether you’re looking to build your in-store retail media network or scale an existing one, we can help. Contact us today to learn more about how Broadsign can power your in-store retail media strategy.