Product News | October 11, 2021

Introducing our intelligent cloud-based ad server: Broadsign Air

When we envision the future of out-of-home, we envision an industry free to deliver amazing content in all sorts of contexts. We envision a space that allows for boundless creativity, and the ability for just about any OOH business to access powerful tools that save them time and maximize the value of their inventory.

To get to that place a little sooner, we created Broadsign Air, an intelligent cloud-based ad server that brings all the power of the Broadsign Control CMS to non-Broadsign players. With Broadsign Air, players running Android, or other architectures previously unsupported by our platform, can be added to networks alongside Broadsign Players.

If you want to build a network with a great deal of hardware flexibility but don’t want to sacrifice on software features, now’s your chance. Broadsign Air can help you make it happen.

How Broadsign Air Works

Broadsign Air is basically the ad-serving capabilities of Broadsign Control, just uncoupled from the Broadsign player software used by PC players to handle incoming media.

With Air, when content is uploaded to the Control CMS, the content also gets uploaded into an Amazon Web Services S3 repository. The URL indicating the location of the piece of content within the repo is then sent by Broadsign Air to your third-party player of choice.

Upon receipt of the URL, your Air-connected player will need to download the associated media file and then render the content for the display.

Note: Broadsign Air alone will not be capable of playing media on your network. You must connect Broadsign Air to separate software that can play the content it serves.

What does all of this mean?

For day-to-day use, using Broadsign Air will be basically the same as using Broadsign Control normally. Users will log in to the Broadsign Control administrator tool and be able to enjoy all the great features it has to offer. That means automated scheduling and delivery, industry-leading security, and a virtually unlimited ability to scale your business while maintaining a streamlined workflow.

You will be able to use players connected through Broadsign Air both on their own or as part of a larger network that includes full Broadsign Players, giving you increased flexibility and choice when building out your network.

And, finally, you can also make full use of the Broadsign Direct sales solution, and will be able to connect any players running on Broadsign Air to the Broadsign Reach supply-side programmatic platform.

The main complication is just that it takes some time and development resources to establish the connection between Broadsign Air and your player of choice.

What do I need to use Broadsign Air?

Because Broadsign Air does not make use of the native connection between the Control Administrator tool and the Control Player, you will need to do some development work to establish the connection between the Broadsign Air ad server and your players of choice.

We will provide REST API endpoints for your team to connect your client application. This will allow your client to send POST requests. Your developer or team of developers therefore will need to know how to work with Postman, CURL, or some other development environment suitable for working with a REST API to make the connection.

Note that this project can be complex, and so it is not the kind of thing that can be handed off to the average intern. A dedicated, experienced developer, either in-house or outsourced, can likely achieve the required connection with a couple of months of work (assuming you already have a player ready/selected).

Limitations of Broadsign Air

Broadsign Air was built to deliver everything you know and love about Broadsign’s intelligent scheduling and ad serving capabilities to a wider array of players. There are, however, a few important details to keep in mind when selecting this software to power your content scheduling.

Broadsign Air does not handle playback

We’ve mentioned this above, but it’s a point worth repeating: Broadsign Air allows you to connect the Broadsign Control scheduling and ad-serving capabilities to a non-Broadsign player. It will not provide content playback, incident reports, or network monitoring for your network. It will only generate content playlists based on campaign conditions and creatives, and then make media available for download by your third-party player accordingly.

Note: Proof-of-play functionality powered by Broadsign Air is supported. It is up to your third-party player to report successful playback back to Broadsign Air so that it can be included in proof-of-play reports.

Broadsign Air must be used with Control as the CMS

Broadsign Air is not a totally standalone product. Rather, it requires that you adopt Broadsign Control as your CMS and use it to schedule content to Air-connected displays. Without the use of Broadsign Control as the CMS, Broadsign Air will not function.

Currently incompatible with Broadsign Publish

At launch, Broadsign Air will not support custom HTML5 content managed through our local messaging service, Broadsign Publish.

Got questions? We’ve got answers

If you want to learn more about what Broadsign Air can do for you, please reach out to your Broadsign rep or request a free demo to see what it’s all about!

Product News | October 11, 2021

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.

READ ALSO: Discover how the OOH industry is leveraging technology to achieve more measurable campaign outcomes in our guide to out-of-home measurement, attribution and audience extension.

Strategic screen placement and content strategy

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.”
Offer transparency to advertisers. Brands want real-time performance insights and clear attribution models, so invest in a digital signage platform that offers precise, data-backed campaign insights and flexibility.

Retail media requires internal change management

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.