Product News | October 11, 2021

How Brapex Publicidad exterior delivers innovative DOOH across Lima

As the lines blur between out-of-home and online digital advertising, publishers are increasingly fielding demands for greater immediacy and pressure to create more innovative offerings for buyers. Investment in new tech can take a company so far in meeting these demands, but it takes careful planning and a dedication to service to take these aspirations to their fullest conclusions.

From its origins introducing new DOOH formats to Lima in 2014 through to today, Brapex Publicidad Exterior has achieved those goals. Today, it is known for offering a standout experience and excellent results to agencies looking to make a splash with DOOH.

DOOH in motion

Starting with just two screens in 2014, Brapex made a name for itself in large part through its support of full-motion video content and location-based media selling. The competition, by contrast, sold static images in circuits until Brapex redefined the standard for DOOH in Lima.

The company maintains, however, that its backbone as a business lies in its dedication to quickly responding to customers and offering them the flexibility to truly buy according to their needs. Key to this undertaking is offering 24/7 customer service, something that none of its competitors do – and something its customers greatly appreciate.

Ads that Sell and Ads that Save

The main driver of business for Brapex is advertising for national and international brands looking to connect with consumers. This includes prominent airline, beverage, toy, and car brands, as well as large musical and cultural events in Lima and elsewhere in Peru.

Brapex also looks to put its screens to good use by supporting charity work that it believes in, typically offering screen time and assistance to a different charity each month. One significant example is the Kusimayo institution’s Warmth for Puno program, which insulates homes and distributes warm clothing to help vulnerable populations better cope with cold weather. The ads took a simple concept, comparing the temperatures in Lima with regions experiencing the coldest temperatures, and used it to encourage donations to assist people living in those areas. The campaign drove an increase in donations of more than 20% in 2018, at a time of year when the funds were badly needed.

Continued Innovation

As the market develops and Brapex’s network continues to grow, the company is seeking opportunities to build on its past successes by developing useful new products for its customers. Its Brapex interactive initiative looks to increase the development of interactive DOOH media for display on Brapex’s screens.

Meanwhile, buyers are also being granted the opportunity to supplement their DOOH advertising with Brapex’s location ads. These ads appear on Facebook and Instagram, geotargeted to users who have been in proximity to Brapex’s screens. It’s an ideal complement to the out-of-home advertising that buyers are distributing across Brapex’s screens, and is an offering that none of Brapex’s competitors can currently match.

Looking forward, Brapex is eager to jump into a programmatic future, something which will be key to unlocking a new level of immediacy for its buyers.

Brapex and Broadsign

It takes a good software platform to power an innovative, snappy, customer-first business model. This is especially true when the network is responsible for delivering 95,000 ads to as many as 45 million people each month, with more screens planned for deployment in the months and years ahead.

Seeking not only to set itself apart from the pack in Peru, but also to gain the capabilities required to run a world-class network, Brapex chose Broadsign.

With Broadsign Control, Brapex has the foundation for delivering many kinds of media to its screens, with scheduling and delivery automated by the system. Broadsign Direct, meanwhile, provides the real-time inventory management and proposal generation tools that allow Brapex to achieve the highest level of synchronization and efficiency possible. Finally, Broadsign’s position as a world leader in programmatic DOOH means that as soon as the region is ready to start transacting programmatically, Brapex will be ready to jump in with the world’s best solution.

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.

Month: August 2019