How Publicartel Blazes a Trail for Better OOH in Uruguay
The DOOH space is heating up all over the world, with established players and newcomers alike expanding their networks and introducing new technologies for bigger, better buys.
In Uruguay, nobody exemplifies these trends better than Publicartel. The country’s largest OOH player and its first to transact programmatically, it uses its diverse media portfolio to help buyers reach their intended audiences.
A series of firsts
Founded in 1967, Publicartel has succeeded over the decades not only in becoming the dominant OOH player, but in continually pushing the local industry to adapt to the latest possibilities and technologies.
In the late 2000s, the company became the first in Uruguay to add LED displays to its network, and more recently it has incorporated real-time audience measurement to make it easier for buyers to reach the people they want. With Publicartel now leading the way for the dawn of programmatic DOOH in Uruguay, it’s set to once again drive its business and the local industry into a new and exciting era.
Publicartel has been Uruguay’s dominant OOH player for decades
Some static, some digital, all premium
Publicartel’s footprint extends across Uruguay, with static and digital displays in at the side of major roads, on building murals, and at malls, including Punta Carretas shopping, one of the highest-profile malls in the city of Montevideo. It has also become a strategic partner of Antel, providing continuous support to the displays that company operates in Antel arena. This arena is used to host home games for Uruguay’s national basketball team, and was central to the country’s past bid to host the FIBA World Cup.
The company sees the diversity of its business as essential to meeting the needs of virtually any client, and continues to evaluate new opportunities for expansion based on the audience it expects to reach and on the needs and recommendations of its stakeholders.
Increasing business diversity has helped Publicartel deliver greater value to its customers
Technology for a more creative future
Publicartel sees DOOH as a great vehicle for creative messaging by advertisers, and has made it a priority to acquire technology that enables more complex and interesting work to be made and displayed.
Together with strategic partners, the company developed SmartSpots that can measure OOH and DOOH audiences both outdoors and in retail stores, as well as establish geofences for targeted content delivery. Looking ahead, it plans to use its stable base of OOH media revenue to continue to develop its digital inventory and capabilities over time, opening the door to more creative campaigns and new ways of delivering messages for the advertisers and charitable organizations it works with.
New technology will help Publicartel push the local industry forward
Publicartel and Broadsign
With a network that includes more than 500 static faces and 30 high-profile digital displays across Uruguay, Publicartel needs a streamlined workflow that allows it to automate much of the nitty-gritty and focus more on the big picture. To accomplish its goal, the company turned to Broadsign.
Thanks to the rules-based content management and delivery present in the Broadsign platform, Publicartel can work more efficiently to meet its obligations to advertisers. The ease of scaling within the Broadsign platform, meanwhile, will allow the company to continue growing quickly, while still retaining flexibility and agility in delivering on its commitments. Additionally, the unparalleled security of the platform helps ensure that Publicartel can operate its prominent screens with peace of mind.
Finally, it’s the open nature of the Broadsign platform that will help Publicartel continue to push the envelope and explore new technologies for DOOH. Whether its audience measurement, programmatic transactions, or some other technology that catches the company’s eye, Publicartel will be able to develop a business that matches its vision and ambition.
Do you want to see how the Broadsign platform can help fuel your OOH ambitions?
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.
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:
Diversify revenue streams. Successful networks don’t rely on just one monetization method, and RMNs shouldn’t either. Instead, you should leverage internal sales teams, third-party agencies, and programmatic ad delivery to drive revenue.
Automate pricing and inventory management. With multiple stakeholders (category managers, retail media sellers), manual management is not sustainable. As Jonathan put it, “If you don’t automate this, it’s going to be complete chaos.”
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.
Product News | October 11, 2021
Leveraging out-of-home for maximum impact this travel season
It’s springtime, and in North America, we’re breathing a collective sigh of relief. The days are getting longer, the weather is warming up, and travel season is kicking into high gear.
For advertisers, this surge in travel presents the perfect opportunity to leverage out-of-home (OOH) advertising in bold, innovative ways. Unlike digital ads that compete for attention on crowded screens, OOH captures the attention of travellers at key moments—whether they’re catching a flight, cruising down highways, or wrangling kids at an amusement park.
In this article, we’ll explore how OOH is uniquely positioned to engage audiences on the go, and how to best leverage this medium to maximize marketing impact during peak travel seasons.
Key travel trends for 2025
Despite economic uncertainty, travel remains a priority, with 76% of travellers plan to spend the same or more on trips in 2025 compared to last year. The travel bug isn’t letting up, and neither should your marketing.
One significant trend is reshaping the spring break landscape: the rise of solo travel.Airbnb data shows a 90% uptick in solo searches for spring travel dates compared to last year. Individuals are increasingly embracing “soft travel” – slower-paced trips focused on wellbeing and leisure.
A recent survey from Squaremouth reveals that solo travelers remain dedicated to their adventures despite rising travel costs, with many willing to invest significantly in their trips. Over half (53%) plan to spend more than $3,000 on their next vacation, while 39% expect to budget between $1,000 and $3,000. Beyond spending more, they’re also looking beyond borders—87% of solo travellers are interested in taking international trips this year. With solo trips averaging 19 days—longer than the typical 14-day trips taken by couples—this extended travel time increases exposure to OOH advertising, especially in high-traffic transit hubs like airports, train stations, and public transport.
With their larger budgets and flexible travel plans, solo travellers are an ideal audience for OOH campaigns promoting premium experiences, accommodations, and activities. Their spontaneity makes them highly receptive to destination-based advertising, while the rise in international travel presents opportunities for global OOH campaigns to build consistent brand recognition across multiple markets. Additionally, digital OOH formats enable dynamic, real-time messaging tailored to travellers’ locations, enhancing relevance and engagement.
OOH strategies to engage travellers on the go
No matter where travellers are headed or how they’re getting there, OOH advertising offers unique advantages for connecting with them at every stage of their journey.
Capture audience attention during wait times
Transportation hubs like airports, cruise terminals, and train stations create environments where travellers have extended dwell times with limited distractions, making them exceptionally receptive to advertising messages.
Airports are a perfect example. Travellers spend hours waiting at airports, from check-in to boarding, providing a captive audience actively seeking mental stimulation. Strategic placement of engaging OOH displays across security lines, departure gates, and baggage claim areas transforms otherwise idle time into valuable brand exposure.
What makes these captive audience moments so valuable? It comes down to a few key factors:
Longer dwell time: Travel often means long wait times, giving you the chance to deliver more detailed messages or tell a story through interactive displays.
Fewer distractions: With fewer digital distractions and a heightened awareness of their surroundings, travellers are more likely to notice and engage with advertisements.
Varied demographics: Airports are a melting pot and one of the few places where families, leisure travellers, and business executives come together, allowing brands to target diverse audiences in a single location.
Global mix: Airports allow brands to engage with a truly global audience, presenting a unique opportunity for cross-market advertising.
Access to high-value customers: C-suite executives can be hard to reach. By placing ads in strategic locations like airport lounges, brands can bridge the gap and offer tailored messaging for luxury brands, high-end airlines, hotels, and B2B services.
Whether it’s a theme park promoting family packages on airport digital displays or a beach destination showcasing its attractions in cruise terminals, these strategically placed OOH messages can sway decision-makers at just the right moment. Plus, OOH ads can’t be skipped, so your message is more likely to be seen than on other digital platforms.
For example, Disney’s vibrant ads at LAX and DFW tap into nostalgia and whimsy, sparking an emotional response that draws travellers in.
Disney Cruises at LAX via JCDecaux
Use interactive experiences to drive engagement
Interactive experiences are essential for driving deeper engagement and building meaningful connections with audiences. For travel advertisers, incorporating interactive elements can turn passive viewers into active participants, strengthening brand affinity and inspiring action.
Take, for example, a digital billboard in a bustling city center featuring a QR code inviting passersby to “Scan & Explore.” With a quick scan, users are taken to an interactive landing page where they can browse curated travel guides, receive personalized trip recommendations, and access exclusive booking offers. By strategically placing QR-enabled OOH ads in high-traffic areas like transit hubs and shopping districts, travel brands can seamlessly bridge the gap between inspiration and planning—turning interest into action in just a few taps.
Harness the power of pDOOH for context-driven personalization at scale
While ad placement is a top consideration, so is timing.
Programmatic digital out-of-home (pDOOH) is revolutionizing travel advertising through audience-first planning and real-time data analytics. With this technology, brands can deliver contextual messaging that feels personally relevant while reaching thousands of travellers.
For example, a luxury resort brand that runs a campaign in premium malls targeting high-end shoppers. Their content might showcase resort locations like Dubai or Singapore, positioning them as shopping destinations for lovers of designer brands. In doing so, they reach shoppers who’ve demonstrated interest in high-end experiences when they’re already in a spending mindset.
Contextualized targeting makes sure travel advertisements reach audiences in environments that complement and enhance the message, making them particularly effective for specialized travel segments. These advantages make DOOH a powerful tool for travel brands looking to enhance visibility and engagement in a competitive market.
Capitalize on omnichannel retargeting for continued engagement
To boost brand awareness and drive consideration for its premium luggage, Samsonite launched the Take What’s Yours campaign across major U.S. cities. The campaign encouraged professionals to use their PTO and travel more, with eye-catching DOOH ads placed in high-traffic spots like office buildings, malls, and apartment complexes. Aimed at digitally-savvy consumers, the campaign extended its messaging across CTV, social, and online video for a seamless cross-platform experience—ultimately driving a 53% lift in purchase consideration.
Samsonite drove a significant lift in purchase consideration with its omnichannel campaign
For travel advertisers, this highlights how OOH can convert seasonal foot traffic into real bookings. A resort chain, for example, could deploy transit ads in spring break hotspots, using QR codes to direct travelers to exclusive deals or virtual tours—seamlessly bridging awareness and action.
Leveraging OOH advertising for travel season success
OOH advertising offers unmatched opportunities to engage with diverse audiences around the world. By strategically placing ads at key travel touchpoints and leveraging the power of digital and programmatic OOH, brands can craft campaigns that speak to specific traveller segments while maintaining the broad reach that makes OOH so effective.
Whether your brand is travel-related or simply looking to connect with consumers on the go, now is the perfect time to integrate OOH into your marketing strategy for the season.
Interested in getting started with programmatic DOOH this travel season?
