Product News | October 11, 2021

How Oriental Sunrise pushes the envelope with giant digital displays

One of the best qualities of out-of-home media is its unmatched ability to catch attention. Large format billboards and digital displays draw the eye in a way that online and mobile advertising can’t, and offer an amazing canvas on which creative work can be shared with the world.

And that’s just in general. The largest displays take the concept even further, offering true spectacle for all to enjoy. Oriental Sunrise Media Group, which operates a network that includes one of these ultra-large screens, sees them as a special opportunity for connecting with large sections of the population through outdoor media.

sky-high dooh ambitions

Formed in 2011, Oriental Sunrise set its sights on becoming an influential player in the fast-expanding digital out-of-home space in China. Pursuing large-format displays, audience interactivity, and prominent public locations for its screens, Oriental Sunrise has succeeded in achieving high audience traffic near its screens and attracting top brands to display advertising on its network, including names like Audi, Lancôme, Dyson, and Samsung.

asia’s largest outdoor digital display

The jewel of Oriental Sunrise’s network is found in Chongqing, a city in China’s south. Its display there is an enormous two-sided, 3,788 square metre screen wrapped around the side of the Chongqing Guanyin Bridge Carnival Building. It’s about the size of nine basketball courts put together, and typically plays host to stunning video content delivered by its advertisers.

Its prominent location, facing Guanyinqiao Square, Jialing Park, and the entrance to an underground pedestrian passage, drives a fair bit of foot traffic by its screens every day, with about 500,000 pedestrians walking by daily. It also faces the city’s busiest main road, with about 350,000 vehicles passing by each day.

 

eyes forward to the future of dooh

As Oriental Sunrise focuses on building its network further, it continues to make premium real estate in bustling business sectors, as well as high levels of local visibility, key requirements for locations where it deploys new screens. Soon to come are new experiments to push the network with new kinds of integrations. This includes projects like synchronizing campaign playback with the performance of nearby fountains and LED lighting, connecting the screens to mobile devices, and other projects that increase the already considerable impact of the screens.

oriental sunrise media group & broadsign

Screens as prominent as Oriental Sunrise Media Group’s largest can’t afford to go down, and what’s more, they come with specific technical challenges that not every software platform is equipped to manage. Synchronizing media across the panels of the screen must be completed flawlessly every time in order to create truly stunning visuals. Meanwhile, integrating outside data feeds, as is required for complex campaigns involving synchronization with fountains and lighting, demands a platform that is able to reliably connect with those services.

To accomplish these tasks, Oriental Sunrise has adopted Broadsign. The Broadsign platform’s unmatched reliability and extensibility make it the perfect solution for managing huge displays and the exciting campaigns that run on them. The open nature of the platform, meanwhile, places practically no limits on the creativity of Oriental Sunrise and its advertisers, allowing the owners to focus on growing their network and delivering the innovative DOOH experience that will build their profile all across China. It’s an ideal pairing, and one likely to lead to exciting things for the Chinese DOOH market.

Ready to kick off your own large-scale DOOH project?
Contact us today to learn how Broadsign can help!

Product News | October 11, 2021

What’s new in the Broadsign Platform: Sophisticated targeting, creative management and UI improvements

Spring has finally sprung, which means fresh air, greenery, and, most importantly, fresh updates to the Broadsign Platform. This season, we are bringing you sophisticated targeting tools, streamlined creative management, and major UI improvements to make the campaign planning and management process for directly-sold campaigns as seamless as possible for campaign planners. 

Why does this matter? While the activation process for digital out-of-home (DOOH) may only require a couple of minutes, the campaign planning and management process often requires much more time. Discovering available and relevant inventory, collecting data to prove the medium’s effectiveness in meeting campaign goals, and managing campaign creatives are all time-consuming tasks.

The new spring updates introduce a new level of automation that not only reduces the time and complexities of getting DOOH campaigns out the door but also helps make out-of-home (OOH) a competitive and attractive medium for buyers. Let’s dive in!

Sophisticated targeting tools that find the best inventory 

Granular targeting shouldn’t be exclusive to programmatic. That’s why last year, we introduced targeting tools for directly sold campaigns executed through the Broadsign Platform, giving campaign planners the same flexibility and comprehensive targeting capabilities as online and programmatic media buyers. 

The targeting tools included the ability to filter your inventory by location and key points of interest (POIs), enabling campaign planners to find the most relevant inventory for each campaign at the click of a button. An intuitive map view was also introduced, allowing you to better visualize your inventory with quick filtering options by area, support for bulk location uploads, and setting radius parameters. 

This year, we’re introducing two powerful targeting upgrades for directly sold campaigns: demographics and criteria targeting. With demographics targeting, you can filter inventory by attributes like age, gender, or occupation to find the screens that will maximize campaign impact. We’ve also enhanced criteria targeting, giving you more granular control over inclusion and exclusion rules. For example, when building a proposal for an alcohol brand, you can now quickly exclude screens that don’t allow alcohol ads from your inventory search in just a few clicks. 

These new additions to the Broadsign Platform not only reduce the manual work required for inventory discovery but also give your team the opportunity to be a more strategic partner to buyers. We’re also excited to share that these enhanced targeting capabilities are now available to Broadsign customers worldwide! 

Simplified creative management and centralized campaign planning

Media owners juggle multiple campaigns and creatives at the same time, and without the right tools, the creative management process can become complex and stressful for your teams. Last year, we released our in-platform creative management tools, which allowed you to create, edit, manage, and assign campaign creatives with ease. On top of that, we also made it possible for you to push your campaigns live through the Broadsign Platform, eliminating the need to go through Broadsign’s desktop tools. 

In this latest update to the Broadsign Platform, we’re introducing creative scheduling. You’ll now be able to apply multiple scheduling options to your creatives, making it easier than ever to deliver the right message at the right time. You can also target your content by time of day or event, making it easier than ever to adapt your messaging to dayparts or changing campaign goals. Finally, you can update your creatives in real-time, allowing you to plan and deliver up to 55% of your campaigns in one unified workflow directly in-platform. 

Additional management tools for an improved user experience

Along with comprehensive creative management and targeting tools for directly-sold campaigns, additional tools and UI enhancements have been added to improve the usability and user experience of the Broadsign Platform:

Inventory package accessibility

Access inventory packages effortlessly through the platform’s updated navigation bar, enhancing efficiency and ease of use.

Centralized settings management

Administrators can now adjust and manage all necessary settings for digital and static inventory, user management, and more directly within the platform’s web-based UI through a centralized hub for control and configuration.

Campaign monitoring enhancements

With the newly implemented progress indicator, real-time monitoring of campaign pacing is now possible, giving immediate insight into campaign performance. This allows for quick adjustments to be made, as needed, to meet campaign goals effectively.

Search functionality and filters

An improved search mechanism, complemented by additional filters like campaign, client or contract names, enables quicker and more accurate campaign retrieval, saving time and improving workflow.

Line item list

You can now access a list of all line items directly through the navigation bar. Operations teams now have a more precise and comprehensive view of all bookings made on your network.

Dashboard customization

Tailor the platform’s dashboard to meet individual needs, ensuring that the most relevant and important information is always front and center.

Interested in testing out these new features? Book a demo today