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

Broadsign and Scope3 Partner to Advance Carbon Measurement in DOOH Advertising

Collaboration unlocks new DOOH campaign emissions insights for sustainability-minded media buyers, improves DOOH carbon footprint reporting

MONTREAL, March 5, 2025 –Broadsign and Scope3 today announced a partnership that sets the stage for more accurate, comprehensive carbon modeling of digital-out-of-home (DOOH) campaigns. As more brands seek to limit carbon emissions across their businesses, including marketing, the two companies have teamed up to expand the depth and precision of available DOOH emissions data.

As a result of the collaboration thus far, agencies and brands leveraging Scope3’s carbon measurement platform can now access DOOH property and format emissions data for over 1 million screens globally when planning DOOH and omnichannel campaigns. Available insights include average CO2e per impression for DOOH screens by country and venue category.

Scope3 users can view this data alongside similar insights from web, mobile, social, CTV, and other channels for more seamless carbon-conscious media planning and reporting. While DOOH is proven to augment omnichannel campaign performance, the data now available on Scope3’s platform also demonstrates its carbon efficiency on a per impression basis, reaffirming previous studies that illustrate the medium’s carbon-efficiency advantage over other channels.

Key findings based on the data collected by Scope3 and Broadsign to date include:

DOOH is the lowest carbon-emitting marketing channel on a per/impression basis (in countries where DOOH benchmarks are available).
The primary source of DOOH carbon emissions comes from the electricity that powers the screens. Key factors include operating hours, brightness settings, and the electricity grid mix.
Approximately 95% of Broadsign-contributed screens fall at or below the median emissions level, considering factors like country and venue category.
Opting for high-quality, low-emitting screens that deliver strong performance without increasing carbon output and optimizing campaigns for time of day can help advertisers reduce emissions, as certain hours may benefit from a more sustainable energy grid mix or higher foot traffic.

“There’s a preconceived notion that DOOH is a high-emitting channel, but the data tells a more accurate story that accounts for its unique nuances,” shared David Fischer, GM, Global Ad Tech Platforms, Scope3. “Broadsign’s expertise, insights, and extensive inventory data are helping us refine our DOOH carbon measurement modeling to shed more light on the medium’s impact. Agencies and brands that use Scope3 to inform omnichannel media strategies can now better understand DOOH’s emissions, and media owners can set their inventory apart by offering insight into the carbon footprint of their screens.”

“Scope3 is the ad industry standard for carbon measurement, so partnering with them in the interest of the broader ad industry was a natural next step,” explained Bryan Mongeau, CTO, Broadsign. “As companies look to implement more sustainable practices, reducing ad campaign emissions will be an area of increasing focus, and our collaboration with Scope3 provides a strong foundation to support this demand. It not only provides invaluable insights today but also paves the way for future innovations like dynamic campaign planning and real-time media plan adjustments based on carbon intensity; we’re just getting started and have only begun to scratch the surface of what’s possible.”

Visit Scope3.com for more details and find out more about Broadsign’s journey to achieve carbon neutrality.

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com