Product News | October 11, 2021

Use digital stadium signage to boost revenue and audience engagement

A crowd of people cheering at a baseball game at a stadium. On the right side, a large digital display hangs over the field

Stadiums are big business in every sense of the word. When you’re operating a big building that houses tens of thousands of guests and a huge number of staff besides, you’re going to have a big opportunity to make money – and big-time costs to cover, too.

It’s why those operating multi-purpose stadiums are so focused on developing supplemental revenue streams, promoting concessions and merchandise sales, and encouraging more engagement between fans and whatever entertainment they’re watching.

While multi-pronged approaches are necessary for all of these goals, stadiums that deploy good digital signage systems will enjoy a few significant advantages in driving more revenue and connecting with the public.

Supercharge concession sales with digital signage

Something’s up in the world of merchandise and concessions sales.

The playbook, at least in North America, has long prioritized dramatic markups on basics like hot dogs, soda, and popcorn. Recent years have seen a shift away from this tactic, with interesting results. In 2017, the Mercedes-Benz stadium in Atlanta announced “Fan-First Pricing,” which saw prices for soda, hot dogs, pretzels, and popcorn all dropping to $2, and beer going for just $5 a glass. In the year following the pricing change, the company made 16% more in revenue. Other US stadiums have since followed suit in dropping their prices.

A group of fans watching a game. Several are holding snacks and drinks
Concession prices are trending down in many stadiums, driving up sales

In other markets, things are a little different. Canada, for instance, has trended more toward introducing higher-end offerings like Asian-fusion snacks, premium burgers, seafood tacos, and other foods that go beyond typical ballpark fare, justifying high prices with corresponding quality.

Both these tactics signify a need for stadiums to respond to shifting demands of patrons by offering up new food. But just changing what’s on the menu isn’t going to do all the work of getting more food into more hands. To make the biggest impact, the menus themselves need to change as well.

One of the immediate benefits of switching to digital menus is that they’re just more enticing. Moving imagery catches the eye much better than static images ever could. You also get far brighter, far more colourful images with digital – again offering more visual appeal.

A group of people standing near a stadium concession area. Digital signage advertises what is for sale at the location
Digital displays’ vibrancy can help sell more concessions in stadiums

These are just the tip of the iceberg, though. Extensible digital signage software platforms can tie into the other systems a stadium uses throughout its facilities to serve up more relevant promotions.

For example, if the point-of-sale and inventory management software register that a particular item has sold out, the display can automatically update to remove the item from the visible menu. Or, if there’s a particular item available, like ice cream or coffee, that is typically more popular when the weather is a specific temperature, the menus can pull local weather information and trigger featured placements for those items when the conditions are right.

Whether there’s a menu overhaul in the works or a stadium is sticking with business as usual, the benefits of good digital signage will remain the same. It’s a virtual guarantee that they’ll drive more sales and help connect visitors with the goods they’re looking for.

Make merch fly off the shelves with dynamic advertising

Whether it’s the star player’s jersey, a favourite band’s tour t-shirt, or any of the other souvenirs people like to pick up, stadiums tend to have a lot of merch to move. The trick is to connect with the right customers, at the right time, and in the right way to get them to pull the trigger.

Digital signage has a lot of interesting tools to help make this happen.

During a game, for instance, a digital signage system in the merch store could tie into a stat feed from the current game. This could let the store’s screens automatically promote jerseys from the player who just scored, or who is racking up a huge number of points in the game, or who is shutting out the opposition.

A goalie for a professional hockey team making a tough save against the opposition
Dynamic ad delivery can celebrate great performances during or after a game

With concert merchandise, there’s likely less technically interesting work to be done, but digital displays throughout the venue can be used to display messaging that encourages concert-goers to visit their nearest merch store to pick up a shirt or souvenir. The number of appearances of this messaging in the content loop, or even the duration of the message remaining onscreen, could be made to increase around select times, like intermission or toward the end of the show. Little tweaks like these could help with prompting the audience to treat themselves to something when they leave their seats.

A nighttime concert scene. An incredibly bright light illuminates the crowd
Contextual digital signage ads harness the energy of the crowd to sell merch

Increase revenue with relevant digital out-of-home advertising

Stadiums are places of high emotion. People are out to have a good time, to share in the thrill of supporting the home team, or to spend a couple of hours being entertained by a favourite performer.

They’re in the perfect mood to be sold to, in other words. Better still, the nature of a given event will help stadium owners and the media buyers they work with to identify the demographics of the audiences that will be in the house.

Digital-out-of-home messaging is the ideal tool to employ to take full advantage of this opportunity. The high visibility of bright, colourful screens makes it likely that people will take notice of the ads they see, wherever they see them.

What’s more, the wide array of digital display formats makes DOOH a great fit for all sorts of environments. Large displays hanging over an archway, smaller displays on the walls, and even little screens above urinals can all deliver great opportunities to connect brands with their ideal customers. And, of course, there are the displays within the stadium itself: huge screens hanging above or standing to the side of the action, perimeter walls composed of digital displays that show advertising, etc. Screens like these pack an unmatched visual punch within the stadium environment.

A soccer team celebrating by the sideline. Ads for Coca Cola are running on the digital displays that run along the field's perimeter
Digital signage inside of stadiums has a big visual impact, and can provide a great revenue stream

Finally, leading DOOH content management systems automate the distribution of advertising ideal for appealing to audiences that will be in and around a stadium at any given time. Maximizing ad revenue is as easy as uploading creative and allowing the system to deliver the ads when and where they will produce the most value.

Help people get around more easily with interactive wayfinding

Sure, most venues will have helpful somebodies standing around to point lost visitors in a generally correct direction, but that doesn’t quite go far enough when navigating to the other side of a large, complicated complex.

Interactive displays scattered throughout a stadium, on the other hand, can do a great, thorough job of helping users find exactly what they’re looking for. The interface might offer users the ability to input section and seat numbers and receive turn-by-turn navigation instructions, or to receive similar assistance finding concession stands, merchandise stores, bathrooms, and other facilities.

When not in active use, these same screens can be put to additional purpose. They could display advertising, either for products available on-site or from sponsors of the event or team. Or, they could also display up-to-the-minute scores, or even a video feed from a performance from the main stage. Digital displays, including those meant to serve specific purposes, can easily be multifunctional, and great ways to generate extra revenue or enhance the customer experience as needed.

Want to generate more revenue for your stadium?

Request your free Broadsign demo to see how we can help!

Product News | October 11, 2021

Advancing carbon transparency in digital out-of-home with Broadsign and Scope3

The out-of-home (OOH) advertising industry is undergoing a major transformation, with companies across the sector working to reduce the environmental impacts of advertising. As more brands and agencies set ambitious corporate carbon reduction goals this year, businesses need reliable carbon measurement data to track and minimize marketing’s impact on their footprint.

With programmatic display advertising alone generating 3.8 million metric tons of CO2 emissions globally each year, the pressure is on to find lower-impact alternatives. And the advertising industry is already responding— two-thirds of Fortune 500 companies have set significant climate commitments, with many aiming for net-zero emissions by 2030.

At Broadsign, our commitment to tracking, improving, and offsetting our own carbon footprint is constant, and our latest partnership with Scope3 builds on this belief. Together, we’re working to make it easy for brands and agencies to plan and buy OOH media with carbon impact in mind. At the same time, we’re focused on enhancing carbon reporting for the OOH industry. 

Partnering for a greener future in OOH 

Scope3, a leader in carbon measurement for advertising, provides comprehensive emissions data across multiple media channels with the mission to decarbonize media and advertising. However, up until recently, its platform didn’t include a large amount of data from DOOH. We teamed up with them to bring more DOOH carbon measurement data to the platform, so media buyers and owners can make more informed, sustainable decisions while advancing carbon transparency and reduction efforts.

With Scope3’s DOOH carbon measurement data now accessible to brands and agencies, they can easily factor DOOH’s environmental impact into their omnichannel media plans. Our collective efforts have enabled DOOH property and format emissions data for over 1 million screens globally on the platform, providing media planners with more comprehensive carbon impact data across their media channels like social, CTV, and digital online. 

For media owners, Scope3’s data helps position DOOH as a low-carbon media choice, provides carbon impact reporting to advertisers, and demonstrates its role in reducing emissions across omnichannel campaigns. Additionally, DOOH media owners can contribute inventory data to refine Scope3’s emissions model for more precise reporting.

Broadsign’s first partnership with a carbon measurement platform also sets the stage for future innovations, like dynamic campaign planning based on carbon footprint. We’ve been aware of Scope3 for some time, but our initial focus was on addressing our carbon footprint and achieving carbon neutrality internally. Once that plan was in place, we shifted our attention to supporting the OOH industry. Given that Scope3 is the industry standard for advertising carbon measurement, partnering with them to help launch the DOOH channel and provide additional insights for their modelling was a natural next step.

DOOH: A carbon-efficient advertising channel

Through our contributions to  Scope3’s model, Broadsign is helping to improve carbon measurement and transparency, giving media buyers more accurate sustainability insights. As brands and agencies prioritize sustainability, data collected to date highlights the benefits of including DOOH in a media mix, reinforcing its position as one of the most carbon-efficient advertising formats. 

Compared to other digital channels, DOOH generates significantly lower emissions, standing out as the greener advertising format on a per-impression basis. Web-based ads produce 3.7 times more gCO2 per impression than DOOH, while CTV generates 14.7 times more—and that figure doesn’t account for the impact of personal devices like mobile phones and laptops. 

Under the Scope3 measurement model, DOOH’s carbon footprint mainly comes from the electricity used to power screens, with factors like operating hours, brightness settings, and the local energy grid all playing a role. For example, running screens 24/7 uses more energy, brighter displays require more power, and fossil fuel-based grids lead to higher emissions. That said, DOOH remains highly efficient, thanks to its ability to reach large audiences in high-traffic areas. By delivering impressions at scale, its emissions are more impactful in terms of business outcomes while remaining lower than other digital advertising formats.

This graph illustrates the grams of carbon emitted per thousand impressions across all channels measured by Scope3. In countries with available DOOH benchmarks, the channel stands out as a significantly lower-emission option than others.

For brands and advertisers looking to reduce their carbon footprint, choosing high-quality, low-emission screens is a great place to start. Optimizing campaign timing can also help—certain hours may align with a cleaner energy grid mix or higher foot traffic, making ads more effective and sustainable. Even a small shift toward DOOH can make a big impact while keeping omnichannel campaigns effective and engaging. Plus, incorporating DOOH into a broader media mix enhances the performance of other channels, making it a win-win for sustainability and strategy. 

With benchmark data now available from Scope3, media owners also benefit. They can create carbon intensity reports to highlight DOOH’s sustainability advantage. Looking ahead, we anticipate more sustainability-focused media owners will use this data to strengthen how they position DOOH’s impact in the larger omnichannel ecosystem, and illustrate how the medium can help offset the carbon footprint of more energy-intensive channels like CTV, video, and web. 

As the industry evolves, Broadsign’s dedication to driving both our own sustainability initiatives and supporting the advertising industry is unwavering. We will continue to equip our team and partners with the transparency and insights needed to make more informed, responsible decisions.

Product News | October 11, 2021

Pioneering the future of out-of-home media: An insight into Pixel Group

Indonesia’s out-of-home (OOH) advertising sector is experiencing significant growth, driven by rapid urbanization and technological advancements, like digital billboards and interactive displays, which enhance audience engagement and campaign effectiveness. As the demand for innovative and impactful OOH solutions grows, industry leaders are stepping up to shape the future of outdoor advertising in Indonesia. Among them, Pixel Group stands out for its commitment to delivering cutting-edge, data-driven campaigns that connect brands with audiences in meaningful ways.

Pixel Group has established itself as a leader in the OOH advertising space with a mission to provide end-to-end services across the spectrum of service provision outside the home. Since its establishment in 2003, Pixel Group has built a strong reputation as a trusted partner in Indonesia’s OOH media landscape. The company operates and manages more than 500 diverse OOH mediums nationwide, including high-profile locations such as Soekarno-Hatta International Airport (Jakarta), I Ngurah Rai International Airport (Bali), and Gelora Bung Karno (GBK) in Jakarta. Actively expanding its reach within the region, Pixel Group continues to push the boundaries of innovation.

From traditional billboards to cutting-edge digital out-of-home (DOOH) solutions, Pixel’s approach is deeply rooted in consumer research and insights, enabling it to deliver campaigns that resonate with targeted audiences. By integrating experiential marketing, real-time data solutions, and a commitment to innovation, Pixel ensures its offerings remain relevant, impactful, and ahead of the curve in the ever-evolving OOH landscape.

Redefining the OOH offering

In a market traditionally dominated by static roadside billboards, Pixel Group has set itself apart with a bold and innovative approach. The company pioneered Indonesia’s first airport-exclusive terminal concession for OOH media at Soekarno-Hatta International Airport’s Terminal 3—a groundbreaking achievement that not only redefined the industry but also made Pixel the first in the world to implement a fully digital OOH network in an airport. This milestone highlights the company’s dedication to transforming how advertisers engage with high-value audiences in dynamic, high-traffic environments.

As DOOH continues to gain traction, it is becoming the preferred medium for advertisers and media owners alike. With its ability to offer rapid content updates, data-driven targeting, and tailored campaigns for specific audiences, DOOH is redefining the future of outdoor advertising. While programmatic advertising in Indonesia is still in its early stages, Pixel Group recognizes its immense potential for precise audience and location-based targeting. With the growing demand for live data and automated solutions, Pixel is poised to lead the industry’s evolution, ensuring advertisers can seamlessly adapt to the future of OOH advertising.

Pixel’s collaboration with Broadsign has been pivotal in streamlining client content management. The platform’s extensive features and functionality have enabled the company to operate more efficiently, reinforcing its commitment to delivering exceptional results to brands.

The power of seamless integration

As a full-stack customer, Pixel Group benefits from a fully integrated Broadsign solution, eliminating the need for additional technical work. By leveraging Broadsign’s state-of-the-art CMS, Pixel Group enhances the efficiency of its campaign scheduling, simplifies reporting, and streamlines operations for every OOH campaign executive—saving both time and resources.

Through this partnership, Pixel Group gains real-time access to inventory availability, ensuring seamless campaign execution. Additionally, with Broadsign’s SOC 2-certified platform, Pixel Group can rely on a secure, high-performance solution that guarantees top-tier security, flawless campaign delivery, and exceptional support from a team of experts.

Broadsign software is already powering Pixel Group’s large-format billboards, with the potential to expand across the network’s hundreds of strategically placed screens throughout the region. Furthermore, Pixel Group has full access to Broadsign’s programmatic platform, Broadsign SSP, positioning them ahead of the competition with advanced automation and monetization capabilities.

Looking ahead, Pixel Group plans to expand its footprint in the airport OOH media space and other transportation mediums. This strategic focus reflects the company’s dedication to maintaining its leadership position in delivering innovative and high-impact advertising solutions to local and global brands across Indonesia.

Want to grow your out-of-home network? Schedule a demo to see how we can help make that happen!

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, 2025Broadsign 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

Product News | October 11, 2021

Driving omnichannel success with DOOH: Insights from 1,050 brand lift studies

Virginie Chesnais, Chief Marketing Officer at Happydemics, explores the strategic role of DOOH in the media mix and its impact on campaign performance. Backed by extensive brand lift studies, this blog highlights how measurement helps drive better marketing outcomes.

Digital out-of-home (DOOH) advertising is reshaping the advertising landscape, blending the physical and digital worlds to deliver memorable brand experiences. While traditional out-of-home formats have always excelled in visibility, DOOH takes this to the next level by integrating data, dynamic creativity, and omnichannel synergies.

As a global solution for measuring advertising effectiveness across all online and offline media, including measuring the effectiveness of DOOH campaigns for companies like Broadsign, Happydemics delivers actionable, full-funnel metrics collected among targeted audiences, and offers one of the most comprehensive industry benchmarks to enable advertisers to compare to industry standards and optimize strategies.

With over 1,050 DOOH brand lift studies across 27 countries since 2022, we’ve seen firsthand how this medium enhances campaign performance. In this post, we’ll explore DOOH’s evolution, its strategic role in the media mix, and how marketers can leverage it to drive results at every stage of the funnel. We’ll also discuss how brand lift measurement helps demonstrate DOOH’s effectiveness, refine offerings, and deliver better outcomes across the board.

The evolution of DOOH: A must-have medium

Once viewed as a traditional and static format, DOOH has undergone a dramatic transformation. It has transformed the way we experience public spaces, blending cutting-edge technology with the pulse of urban life. Over the past decade, it has evolved into immersive displays that seamlessly integrate into our environments. No longer just an advertising medium, DOOH has become a storyteller, using motion, data, and real-time information to engage with us in the most relevant and meaningful ways. It now stands at the intersection of technology, creativity, and strategy, making it a vital part of omnichannel marketing. 

Why DOOH matters more than ever

  • From visibility to engagement: DOOH’s evolution from static billboards to dynamic, interactive formats has expanded its capabilities. Advertisers can now deliver real-time updates, location-specific messages, and interactive campaigns.
  • Shaping consumer behavior: Positioned in urban centers, transportation hubs, and retail environments, DOOH captures attention where people make decisions. This strategic placement bridges offline and online, influencing both immediate actions and long-term brand perceptions.

In today’s media-saturated world, DOOH excels at cutting through the noise. Its bold, large-scale visuals and dynamic content are not only eye-catching but also foster deeper emotional connections. As part of omnichannel strategies, DOOH strengthens cross-channel message consistency and creates seamless consumer journeys.

DOOH’s strategic role in omnichannel campaigns

DOOH is highly effective at showcasing creative content and enhancing ad perception compared to other media. Its large, dynamic formats are not only clearer and more engaging but also provide a strong platform for sophisticated brand image building.

The medium excels in delivering clear messages and shaping brand positioning, making it a powerful tool for highlighting key aspects of a brand’s identity. When integrated with other channels, DOOH becomes even more powerful at driving action—like purchases, inquiries, or recommendations—creating a compelling force for influencing consumer intent. Its visual dynamism, large-scale formats, and real-time adaptability make it effective across awareness, consideration, and conversion, solidifying its value for both brand building and consumer engagement.

This graph is based on the Happydemics benchmark, which includes 6,500 Brand Lift studies. The “+Xpts” value represents the performance difference from the benchmark, showcasing how this media surpasses the average of all other media for this specific KPI.

  • Upper section: DOOH performance by funnel phase compared to the average of all media.
  • Lower section: Best-performing media by funnel phase compared to the average of all media.

When integrated into a broader omnichannel strategy, the medium amplifies impact by working in synergy with other media channels. A successful multichannel approach relies on consistency and relevance, and DOOH strengthens this by extending reach and maximizing engagement.

It also pairs exceptionally well with digital channels. For example, combining DOOH with social media elevates brand visibility, with both channels reinforcing each other’s messages. DOOH enables the delivery of contextually relevant content to targeted audiences. After viewing a DOOH display, consumers are more likely to search for the brand or engage with mobile ads. This connection between the physical and digital worlds ensures that the brand message stays top-of-mind across all touchpoints.

During the consideration phase, DOOH continues to build on brand awareness, reinforcing messages and showcasing localized offers. Its flexibility allows for dynamic, contextually relevant content, ensuring ads remain timely, engaging, and persuasive, nudging audiences closer to decision-making.

Moving down the funnel, leveraging in-game advertising, where context is crucial, can further drive consumer intent. As part of a full-funnel strategy, DOOH works seamlessly with OOH, social media, and in-game ads to drive specific consumer actions. This combination ensures that every stage of the journey is optimized—whether building awareness, enhancing brand image, sparking curiosity, or driving conversion. With DOOH at the core, brands can create campaigns that deliver precise messaging and maximize impact at every stage.

Campaign types that benefit most from DOOH

  • Product launches: DOOH is particularly effective for showcasing new products, delivering high ad recall, and building awareness in saturated markets.
  • Seasonal promotions: Time-sensitive campaigns leverage DOOH’s flexibility to adapt messaging in real-time, ensuring maximum relevance.
  • Service-based industries: Our analysis shows that service brands see the highest ad recall uplift with DOOH, making it a top choice for industries like travel, finance, and healthcare.

Measurement: The key to optimizing the media mix

In today’s fragmented and competitive advertising landscape, measurement is essential for campaign success—especially in DOOH, which operates in diverse, high-saturation environments. With a 135%+ increase in DOOH measurement activations on the Happydemics platform from 2023 to 2024, the industry is increasingly recognizing measurement as a necessity. By comparing ad recall, brand preference, or purchase intent between exposed and control groups, advertisers can determine the true impact of their campaigns.

Making the medium work for you

With tools to measure uplift and track performance, brands can now optimize DOOH’s placement in campaigns and refine their media strategies to deliver greater impact. The lesson is clear: the key to success lies in working across the funnel, ensuring every medium contributes to a cohesive, high-performing campaign.

As the advertising landscape continues to evolve, DOOH will remain a must-have medium—not as a standalone solution, but as a vital piece of the omnichannel puzzle.

See OOH attribution in action! Check out our case studies here.