Month: December 2020

Product News | October 11, 2021

How DSP Sage+Archer leverages DOOH to its full potential

Though the COVID19 pandemic has had quite the impact on out-of-home advertising, if you ask Amsterdam-based DSP Sage+Archer, the value of a programmatic approach has never been more apparent. 

From the flexibility it affords those working with limited budgets to the speed at which it targets the right audiences at the right places and times, it’s no surprise why a growing number of brands and agencies view programmatic DOOH as their strategy of choice.

From tech-driven media agency to self-serve platform partner

Launched by the Dutch mobile-first media agency MobPro, Sage+Archer was born out of a growing need amongst marketers to establish added control over their campaigns. 

While the DSP was originally used internally by MobPro experts (and self-proclaimed data geeks), after a user-friendly overhaul, the powerful technology was rebuilt into an intuitive, easy-to-use self-serve media buying platform. 

Today, Sage+Archer’s solution provides its clients with the technology they need to activate, manage, and monitor dynamic mobile, DOOH, and multichannel campaigns. This has enabled them to broaden their scope of clients, and also puts them in a better position to fulfil their international ambitions. 

Harnessing the power of programmatic 

Though their solution consists of a DOOH engine and a separate mobile engine, its underlying technology allows advertisers to seamlessly combine the two. The majority of Sage+Archer’s clients, which run the gamut from small local businesses to agencies and holding groups, use the platform to run high-impact multichannel campaigns. 

What really sets Sage+Archer apart is their keen eye for leveraging data to help their clients create unique and impactful campaigns. 

At a basic yet always relevant level, day-parting and location-based data is used to play DOOH ads at the right time and place, however, Sage+Archer uses almost any type data-stream to add context, flexibility and creativity to campaigns.

From a local museum’s use of live ticket sales to optimize foot traffic to a bank’s use of HTML5 to thank individual customers for their loyalty, Sage+Archer’s runs campaigns that are as creative as they are strategic.

Check out more from Sage+Archer in this interview with their co-founder, Diederick Ubels: 

The company attributes much of its success in running such impactful campaigns to their mobile advertising roots, applying their in-depth knowledge of the medium to the larger DOOH landscape. From how they generate dynamic creatives to the ways they leverage mobile data to optimize campaigns that achieve both awareness and performance goals, Sage+Archer continuously pushes technological boundaries and tests their findings to see what works best.

Programmatic DOOH in an uncertain world

Although Holland wasn’t subject to the stricter lockdowns experienced by other European countries, changes in the market brought on by the pandemic’s first wave was felt across all digital aspects of their business. By summer, however, they noticed a considerable uptick in first-time users to their platform. 

The added autonomy, flexibility, and control inherent to programmatic advertising and, by extension, Sage+Archer’s solution, allows marketers to be far more strategic about campaign spending. Clients working with tighter budgets can be far more selective about the types of inventory and data triggers they use, allowing them to pause, adjust, and optimize campaigns instantly, should they need to. 

As the second wave of the pandemic looms closer, the company has seen an influx of programmatic campaigns being run through their platform.  

Sage+Archer and Broadsign

Through its integration with the Broadsign Reach supply-side platform, Sage+Archer provides its clients instant access to a rich network of DOOH inventory that extends across the globe. What’s more, owners and publishers on the supply side are being introduced to valuable new markets. 

In this way, the company’s partnership with Broadsign is helping them to establish a stronger international presence. No longer restricted to a single local market, Sage+Archer’s DSP acts as a springboard from which brands and agencies alike can launch targeted campaigns that connect them to international audiences in the freshest, most impactful, and contextual ways.

If you haven’t already, be sure to check out our blog post from last week where we showcase 4 awesome campaigns Sage+Archer helped their clients put together.

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

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.