Product News | October 11, 2021

How to start a digital out-of-home business

The digital out-of-home (DOOH) space has grown at an impressive rate in recent years, accounting for 28.3% of all out-of-home (OOH) ads in 2019. With predictions showing these numbers up to 38.3% by 2023, the rise of DOOH shows no signs of slowing. And as DOOH technologies continue to advance, the doors for more affordable, flexible campaigns open wider.

If all the excitement surrounding DOOH has piqued the interest of your inner entrepreneur, you might be considering how you can get in on the action. These next few sections will cover what it takes to start your own digital out-of-home business.

Understanding startup costs

First, you will need to consider the startup costs. There’s a lot of expense involved in acquiring the screens, digital signage players, cables, and even the mounting brackets required for building out your network. On top of that, there will also be additional costs for the actual installation.

It is important to thoroughly research the best hardware options to match your budget and needs, including those dictated by your environment. For example, besides the technical specifications of your screens, you may also have to consider weather conditions — a digital screen on a frigid roadway up north needs to be able to handle different conditions than an indoor screen at the mall.

Select hardware that will stand up to weather conditions in your locations

Once you’ve selected your screens, the next costs to consider will be your digital signage player — the computer that is attached to or embedded within the signage display. One of the most important factors when choosing your player will be software compatibility. You’ll want to ensure your hardware choice doesn’t restrict the software option that best meets your needs.

Aside from these initial expenses, you must also keep in mind the continued costs of services like internet connectivity, upgrades, software licenses, real estate, remote access, monitoring, and support.

Preparing for a new kind of selling

If you are already familiar with selling inventory for out-of-home, you may find DOOH to be an entirely new ballgame. With options to sell based on deeper audience insights, the demand and expectations from media buyers will deepen too. You and your sales team need to try and understand the different deals that are possible in DOOH in order to most effectively meet the needs of your customers and generate revenue for your business.

Support many types of buyers

Media buyers may have a variety of criteria they want met when they purchase ad space. Some may purely want to achieve a specific number of impressions, while others may want to target specific audience demographics in specific locations. The more types of buy that you are able to offer, the more sales you will be able to make. To start, some common types of buys you should support include:

· audience-based;
· location-based;
· share-of-voice; and
· loop frequency.

This is where your digital signage players and software choices come into play. It is important for you to be able to support these types of buys in order to deploy a campaign that best supports the media buyer’s target.

Help your buyers reach their target audience in the way they want to

Selling with more accuracy

The more accurate you can be when reporting on audience data and impressions, the more money you can potentially sell ad space for. For example, if you know that there are mostly college-aged people passing by one of your particular screens, you can sell that space to a college recruitment campaign for a premium. This brings more value to both you and the media buyers, as they’ll likely better reach their audience with the target screen than they would with others.

Offering accurate targeting capabilities for media buyers to meet their goals is becoming an essential part of selling DOOH inventory. Digital can rely on OOH audience measurement and intelligence tools to fully understand the audience that is currently in front of a screen at any given time (often, in real time).

Furthermore, some of these technologies are able to dive even deeper, breaking down audience demographics of those present when particular ads were playing. This level of transparency provides media buyers with a greater level of accuracy when measuring the success for campaigns. The greater the insights you can offer, the more ways you can sell inventory.

With good data, you can charge buyers a premium to connect with specific audiences

Equip your sales team

With more complex metrics and pricing used to sell DOOH inventory, it is vital you have a sales team that is ready for the particulars of DOOH. If your sales team comes from a traditional OOH background, getting them up to speed with DOOH will require time and training to ensure they are adept at selling digital campaigns.

Where a traditional OOH ad might sit up on a billboard or a sign for days or weeks at a time, digital ads tend to run in slots measured only in seconds. This means your sales team will need to be prepared for a likely increase in the volume of bookings, as well as to sell according to the different kinds of campaign pricing models mentioned above. Dedicated OOH sales software like Broadsign Direct can be a big help in helping your team manage the new sales process, and can also help eliminate double bookings and otherwise reduce human error.

Planning for programmatic sales

If you’re planning on starting your own digital signage business, it’s important to know how programmatic has been shaking up the industry. But what is programmatic?

Programmatic DOOH refers to the automated buying, selling, and delivery of out-of-home advertising. In other words, transactions are automated by computers in response to external triggers or targeted at a specific audience. Buyers are able to set their own conditions under which they want to buy media. If their campaign is approved and the targeting conditions are met, ads are purchased automatically. For example, an advertiser selling umbrellas may only wish to run their ads when the forecast is calling for rain.

Example: This programmatic ad for Foodora played different content depending on the weather

Because programmatic campaigns can be sold in such a targeted manner, media owners can charge a premium for the more efficient spend. What’s more, programmatic DOOH campaigns are often purchased as part of larger multichannel buys that include online, mobile, and other kinds of advertising that are also purchased programmatically. Buyers like the convenience of being able to make DOOH a part of their existing digital advertising spend.

Finally, programmatic offers a dead simple way for large brands to put a message out to large local, national, or even international audiences just by changing the targeting conditions of their campaign. Newcomers to the DOOH space who want their inventory to be selected for campaigns run by the biggest companies around will have much better odds if they support programmatic selling of their inventory.

Other things to keep in mind

While starting a digital signage business may sound as simple as purchasing the hardware and software and selling to media buyers, there is a lot more that goes into the business of DOOH. Here are a few more things to keep in mind as you look into starting up.

Building your team

We recommend you start out small and slowly begin to build your business up to minimize risk. If you expand too quickly, you may run into unforeseen technical or economic troubles that leave you reeling. But this doesn’t mean your operation should be a one-man show. In fact, you’ll improve your odds of success by bringing in some key individuals to help you manage the different aspects of the business.

· CFO/Financial advisor: someone to help evaluate your financial goals and create a plan as you gradually build up your business.
· Project manager: someone who sets up display installations, makes technical arrangements, and takes care of the details while you focus on the ‘big picture.’
· Software engineers: someone in house to oversee deployment and ensure everything is running smoothly on a day-to-day basis.
· Salespeople: someone to sell your DOOH inventory (see, “Selling to Media Buyers” above for more).
· Legal assistance: someone familiar with the different bylaws regarding OOH generally and DOOH specifically.

You’ll need a good team with varied skills to create a successful DOOH business

Local laws

Speaking of the law, there are many different laws and bylaws that you may need to consider when it comes to DOOH. It is important you are familiar with these laws as you begin to set up your business.

There are many different kinds of laws pertaining to OOH, but some of the most common ones include:

· Size and height of screens
· Locations (ex. Restricted on certain roadways)
· Separation between signs
· Type of content displayed (ex. local governments may prohibit advertisements for alcohol in public spaces where youth exposure is made possible)
· Illumination levels

Be sure to thoroughly research local government regulations and restrictions on digital signage before making any purchasing decisions.

Local laws can restrict your DOOH business – make sure you stay compliant

Selecting Locations

Where you choose to place your digital signage is one of the most important pieces in the success of your business. So where do you start? Here are a few things to consider when selecting a location for your screens:

· Where is the screen most useful for the intended audience?
· Will lighting affect the viewability of the screen?
· Where is the nearest power source?
· Is there internet connectivity?
· Does the venue have rules or regulations for digital signage?

Keep in mind, too, that choosing your location will likely involve working out a rental agreement with a landlord or delivering signage in specific locations to fulfil a government contract. You’ll need to put some legwork in to bring either kind of network to life.

DOOH can be a great fit for many different locations – find the ones right for your business

Security

Finally, you’ll want to consider security as you begin setting up. In a digital space, comes the threat of digital security. As more stories continue to dominate headlines regarding hackers, it is vital to have a digital security plan.

Be sure you take the time to research security protocols of the software solutions you have in place and make sure the solution you choose meets your needs. This is especially important in sensitive environments, like the healthcare space, where it is especially important that troublemakers can’t take over your displays. Our solution, for instance, holds SOC II Type 1 certification, effectively meaning it’s as secure as online banking. This level of security should be more than adequate for just about any DOOH environment you can think of.

Want to dig deeper?

Download your complete guide to building a successful digital signage network

Product News | October 11, 2021

Meet Arno Buskop, Broadsign’s new Senior Director of Data Strategy

We’re excited to welcome Arno Buskop to the Broadsign team as our new Senior Director of Data Strategy. Arno joins us from GroupM’s Kinetic, where he spent nearly 15 years at the intersection of data, technology, and research in out-of-home (OOH) media. With deep experience in data-driven planning, measurement, and software development, Arno has helped shape how modern OOH campaigns are executed and evaluated.

As he steps into this new role at Broadsign, Arno brings with him a sharp perspective on the future of OOH and how data can drive smarter decisions, stronger outcomes, and greater accountability across the ecosystem.

We sat down with Arno to hear more about his vision for the industry, what excites him about the medium, and why now is a pivotal moment for data strategy.

What excites you most about working in out-of-home advertising today?

What excites me is that, even after two decades of working in OOH measurement, research, and technology, the puzzle still feels unsolved. That ongoing challenge, bringing all the moving parts together, is what keeps me motivated. At the same time, the pace of change is accelerating. Data and technology are evolving rapidly, and the art (expertise) and science (data) of OOH are converging more than ever. As the art increasingly integrates into platforms, it’s critical that we stay focused on doing the right thing and delivering real value for advertisers.

That creates a powerful moment of opportunity. Broadsign holds a unique position in the market—widely adopted and deeply embedded in the core of digital ad delivery and optimization. We now have the chance to build on that foundation, in collaboration with clients and partners, to help shape what’s next for the entire OOH industry.

In your opinion, what defines a strong data strategy in OOH, and where do you see the biggest opportunities for growth?

A strong OOH data strategy aligns planning, activation, and measurement throughout the entire ecosystem. It begins with trustworthy audience data, both deterministic and modelled, and layers in contextual signals unique to the physical nature of the OOH environment. But it’s not just about collecting data; the real value comes from connecting it in meaningful ways that drive better outcomes.

The biggest growth opportunities lie in predictive capabilities, more intelligent targeting, and real-time creative optimization. AI has a major role to play in making these complex scenarios more understandable. In the near future, AI will begin to reshape how we forecast audiences, validate delivery, and dynamically adjust campaigns.

What are some of the key challenges brands face when leveraging data in OOH, and how can the industry address them?

The biggest challenges stem from fragmentation across methods, data standards, and practices. Many markets, and therefore brands, still face inconsistent audience definitions, limited transparency, and unreliable impression validation. There’s also a clear gap between the desire for seamless omnichannel execution and the current realities of how OOH fits into that broader landscape.

To move forward, we need shared benchmarks, improved data interoperability, and stronger collaboration across the value chain. As programmatic investment continues to grow, fraud prevention, brand safety, and data accuracy must become industry-wide priorities.

Where does measurement stand today, and how should it evolve moving forward?

Measurement in OOH has come a long way, but it still varies by market, vendor, and methodology. We’ve moved beyond basic reach proxies and are beginning to validate impressions and connect exposure to outcomes. Still, accountability remains inconsistent.

There’s a clear need for transparent, shared metrics and standards that both buyers and sellers can align on. We also need to be honest about what’s modelled, what’s observed, and what’s assumed. That level of clarity becomes especially important when combining data sources or building attribution models.

Ultimately, measurement should help OOH close the loop from planning to delivery to performance. It’s not about finding one perfect number; it’s about developing frameworks that build confidence, reduce friction, and enable brands to invest with trust.

At the same time, OOH can take inspiration from digital channels by adopting a smarter, more agile mindset—planning more effectively, optimizing in real time, and consistently proving value. This includes using better segmentation, dynamic delivery strategies, and real-time adjustments.

However, the goal isn’t to replicate digital. OOH’s strength lies in its physical presence, contextual relevance, and brand-safe, emotionally resonant environments. The real opportunity is in combining those unique qualities with digital intelligence.

How do you see the medium integrating more seamlessly with omnichannel media strategies?

The market is demanding it. Agencies are consolidating planning and driving toward true omnichannel execution. For OOH to thrive in this environment, it must integrate with all major buying platforms, align on metrics, and communicate in the same terms as other media channels.

At the same time, we need to proactively assert our influence and show that we’re equipped to navigate complexity, especially as other channels continue to introduce new priorities that can easily shift attention elsewhere.

With the continued shift toward digitization and programmatic buying, which trends or technologies are you most eager to see evolve?

I’m excited about AI and automation, not just for optimization but for their potential to reduce manual effort across the entire ecosystem. We need to use the industry’s expertise to build better plans and execute more effectively, not waste it on repetitive tasks. I’m also closely watching how mobility and location data can deepen our understanding of audiences and improve delivery. In addition, I see creative and media planning beginning to converge, which presents a major opportunity for platforms like Broadsign that sit at the heart of ad delivery.

Product News | October 11, 2021

Understanding dynamic creative optimization in out-of-home

In out-of-home (OOH) advertising, capturing attention is just the first step—real impact comes from delivering the right message at the right moment. As personalization rises in priority and real-time data becomes more accessible, Dynamic Creative Optimization (DCO) is emerging as a must-have strategy. By automatically adapting ad content based on live signals like location, time of day, weather, audience demographics, or current events, DCO helps maximize the effectiveness of digital OOH (DOOH) campaigns.

At the same time, programmatic DOOH (pDOOH) has revolutionized how campaigns are bought and delivered, enabling smarter, automated, and data-driven ad placements. But while programmatic ensures ads appear at the optimal time and place, it’s the creative that determines whether the message truly resonates. Even the most precisely placed ad can fall flat without visuals tailored to the moment—and that’s exactly where DCO delivers.

And the data backs it up. Research from Clear Channel UK found that incorporating contextually relevant messaging in DOOH campaigns increases effectiveness by an average of 17%. Similarly, a study by Analytic Partners revealed that investing in OOH creative, particularly dynamic and tailored messaging, can drive 2.5x higher returns. The same research also found that creative accounts for 41% of the potential ROI from the medium, highlighting its central role in campaign performance.

Creative that moves with the moment

In digital OOH, dynamic creative responds to real-time triggers like location, time of day, weather, and live data to deliver timely, relevant content. For example, brands and advertisers can promote in-store offers near specific screens, target commuters during rush hour, adapt messaging to current weather conditions, serve updates based on live sports scores, stock market changes, or trending topics.

For more advanced strategies, marketers can layer in audience data, like crowd density or movement patterns, to inform when and where ads appear. Custom APIs can also be integrated into the campaign planning process to trigger creatives based on specific conditions, like team scores, lottery amounts, bus schedules, and more.

One brand that successfully leveraged dynamic creative is McDonald’s, which set out to promote its refreshing Summer Coolers in Qatar by delivering dynamic messaging during the region’s hottest days. Partnering with Splicky DSP, Elan Media, Saatchi & Saatchi, and Broadsign, the brand launched Qatar’s first weather-responsive pDOOH campaign. Custom creatives were triggered by real-time temperatures between 35°C and 45°C, ensuring the content aligned with local conditions and captured audience attention at the perfect moment. The result was a 7% sales lift for the Summer Coolers lineup. Supporting this, more data from Analytics Partners found that weather-adjusted creative can drive a 57% increase in performance compared to traditional advertising approaches.

A McDonald’s Summer Coolers ad appears on a digital screen in Qatar, dynamically activated when temperatures soar between 35°C and 45°C.

Strategic advantages of dynamic creative in OOH

While “dynamic” once simply referred to motion or video, today’s DCO capabilities go far beyond that. In a programmatic environment, dynamic creative is fluid, automated, and adapts in real time, either through multiple creative variations or modular templates built with interchangeable elements like headlines, images, and calls to action. These templates, powered by live data, remove the need to build static assets for every scenario, streamlining production, reducing overhead, and speeding up time to market. They also enable more cohesive and personalized storytelling, sequenced across different times and locations.

One of the biggest advantages of dynamic creative is campaign agility. Brands can adjust messaging mid-flight based on performance data or changing market conditions, helping minimize wasted impressions. Sequencing creative throughout the day or across geographies allows for more personalized, funnel-driven brand experiences that drive stronger engagement. Additionally, brands can influence real-world behaviours by responding to contextual triggers, like promoting in-store visits during sales, encouraging shared ridership during transit delays, or driving in-app betting activity based on live sports scores.

Dynamic campaigns also generate meaningful performance insights. Marketers can identify which creative variations and data triggers are most effective, access those learnings directly through the DSP, and apply them in real time. These insights can also guide broader cross-channel strategies across social, display, video, CTV, mobile, and audio.

For media owners, dynamic creative unlocks new monetization opportunities. A single screen can serve multiple creative variations throughout the day, making campaign packages more flexible and competitive while positioning their networks as innovative, responsive, and ready for what’s next.

Key considerations

A common perception is that DCO is overly expensive, highly technical, and too complex to implement—but with the right partners and platforms, it’s increasingly accessible. While DCO brings a new level of creativity and relevance to digital out-of-home campaigns, it does come with some considerations.

Firstly, a strategic setup is key. Launching a DCO campaign involves more than just activating media; it requires upfront planning, including designing flexible creative templates, integrating real-time data feeds, and selecting inventory that supports dynamic delivery. More advanced campaigns, especially those requiring high creative flexibility and live updates, call for a more robust setup. Marketers should evaluate their tech stack: does it support HTML5, live data feeds (like weather or store traffic), a dynamic creative authoring tool, a CMS for approvals, and publisher networks that can deliver dynamic content?

Next, consider how your creative needs to be built. Do you have to create many custom creatives for every scenario or can your DSP render dynamic elements on top of an image or video in real-time depending on the scenario? For a complex campaign, this could save you many hours of work.

The path forward for smarter DOOH

Advancing DCO is key to positioning digital out-of-home as a high-performing, modern media channel. It elevates both relevance and effectiveness, showcasing the format’s full creative and data-driven potential and helping to drive long-term growth for the medium. Getting there will require industry-wide collaboration and a shared vision for dynamic creative that blends automation with storytelling and prioritizes both performance and user experience.

While industry alignment is an ongoing journey, running a dynamic OOH campaign today doesn’t have to be complicated. With the right partners and technology in place, brands can simplify execution, explore new creative possibilities, and start seeing stronger results from digital out-of-home campaigns.

Reach your target audience with contextually relevant messaging across premium screens. Launch a programmatic DOOH campaign with Broadsign.

Product News | October 11, 2021

Turn your in-store screens into revenue machines: How to monetize data through retail digital signage

Are you sitting on a goldmine of customer data but struggling to maximize its value across your entire retail ecosystem? You’re not alone. While many retailers have turned first-party data into profitable digital retail media networks (RMNs), extending these strategies in-store remains a largely untapped opportunity. By leveraging first-party data, you can turn in-store digital screens into a high-value revenue stream while delivering targeted, contextual marketing close to the point of purchase.

Integrating in-store retail media into your broader RMN strategy elevates the shopping experience, increases brand ROI, and drives greater retailer profitability. Public data from Tesco and Walmart shows that featuring products on in-store screens typically delivers a 7% product sales lift and a 4% brand halo effect. While digital still leads investments, in-store retail media is gaining traction, with ad spend projected to reach $1 billion by 2028, highlighting the growing value of physical stores as advertising platforms.

This guide explores why top retailers are doubling down on in-store media, how data monetization fuels new revenue streams, and what it takes to build a connected, omnichannel RMN strategy—so you can increase ad revenue, elevate engagement, and stay ahead in a competitive landscape.

Key takeaways for retailers:

In-store retail media networks transform physical spaces into valuable advertising platforms
First-party data enables relevant, privacy-compliant ad targeting to enhance shopper experiences
Integrating in-store digital signage and digital strategies creates cohesive, high-impact advertising campaigns
Measuring success through advanced analytics proves ROI and attracts brand partnerships

Understanding in-store digital signage

An in-store retail media network is made up of digital screens positioned throughout a store, including entrance displays, endcaps, checkout monitors, and areas with longer dwell times, like in-store pharmacies, that deliver targeted ads to shoppers at the point of purchase. By tapping into these screens, physical retail locations can be turned into impactful advertising channels for brands.

Walmart’s in-store network and Tesco’s plan to triple its connected screens show how leading retailers are betting on physical retail media. It’s a smart move—82% of purchase decisions happen in-store, and 62% of shoppers make impulse buys, underscoring the impact of in-store media on consumer behaviour.

READ ALSO: Learn more about in-store vs. online retail media, including how each one impacts the consumer shopping experience

The power of first-party data in retail digital signage

Unlike traditional in-store ads that rely on static displays, in-store retail media networks (RMNs) use first-party data to deliver dynamic, contextual messaging based on shopper behaviour. By tapping into insights from loyalty programs, past purchases, and real-time engagement, content can be tailored to store audiences and key moments in the shopping journey, creating a more personalized in-store experience that drives higher engagement, conversion, and basket size.

For example, you might promote high-margin breakfast items in the morning, surface seasonal or regionally popular products, or suggest complementary items based on purchase history. If inventory runs low, the system can automatically swap ads for alternatives, ensuring every placement remains relevant and effective.

READ ALSO: Learn how technology is disrupting in-store experiences and why in-store media is essential for forward-thinking retail media strategies

Revenue generation and integration strategies for in-store retail media networks

Successfully monetizing first-party customer data through in-store retail media takes more than basic screen placements — it requires the right tools, a clear strategy, and the ability to package high-intent touchpoints into larger, omnichannel campaigns that drive greater impact.

Common monetization streams include:

Selling ad placements on digital screens in high-traffic areas: A grocery store might offer screen placements near the produce section to endemic brands, like healthy snack or meal kit companies, whose products are sold in-store. Non-endemic brands, like a fitness app or credit card provider, might also buy screen time to reach shoppers while they’re considering lifestyle or financial decisions.
Sponsored product promotions: Brands pay for in-store ads highlighting specific products, like endcap displays or shelf-edge screens showcasing new items or seasonal offerings.
Cross-channel advertising packages: Bundling in-store ad placements with digital campaigns on their websites, apps, and email newsletters offers brands a unified way to reach shoppers across multiple touchpoints.
Retailer-owned brand promotions: Using in-store signage to promote private-label products can drive sales and increase profit margins on your own offerings.

READ ALSO: Learn how to use digital signage to enhance the in-person shopping experience, with actionable strategies and revenue-driving tips

Integration strategies for in-store and digital RMNs

Driving revenue and performance requires strategic planning and a strong infrastructure that delivers consistency, responsiveness, and clear performance insights. Here are four key areas where alignment and smart tech investments matter most:

Unified campaign planning: Consider designing advertising campaigns that span both in-store and digital channels. For example, a holiday promotion might combine ads on in-store screens, website banners, email campaigns, and social media posts, all reinforcing a consistent message across every touchpoint. This integrated approach is powerful—research from the OAAA and Comscore shows that OOH drives online activation rates 5 to 6 times higher than expected, outperforming other channels in generating digital engagement.
Centralized data management: Leveraging first-party data from both online and offline interactions provides a holistic view of shopper behaviour, enabling smarter ad targeting and more effective placement across channels.
Dynamic content delivery: Leverage programmatic technology to deliver highly targeted, contextually relevant content across in-store digital screens in real time. By integrating data sources such as inventory levels, shopper demographics, loyalty profiles, and external triggers like time of day or weather, messaging can dynamically adjust to align with shopper needs and behaviour. For instance, if a product is well-stocked, nearby screens can prioritize promotions or bundle offers to help drive sell-through.
Cross-promotion opportunities: In-store RMNs can be used to drive traffic to digital channels and vice versa. For example, an ad displayed at checkout might encourage shoppers to download the retailer’s app for exclusive discounts or reward points.

Target’s retail media network, Roundel, is a prime example of how integration drives success. Roundel combines in-store advertising with digital campaigns using first-party data from Target’s loyalty program and purchase histories. Brands can run ads on Target’s website and app while simultaneously promoting products through in-store displays and checkout screens, creating a cohesive campaign that reaches shoppers wherever they are.

Measuring success in in-store retail media networks

As in-store retail media evolves, accurate performance measurement is more important than ever. The key to success is combining traditional retail metrics with digital advertising KPIs to fully capture the impact of in-store campaigns.

To help streamline this process, the IAB In-Store Retail Media Standards—developed by IAB Europe and IAB US—established a framework to address the rapidly expanding in-store retail media opportunities and offer unified definitions, measurement standards, and guidelines for ad formats and store zones. These guidelines provide the clarity and consistency needed to evaluate in-store media with the same rigour applied to digital channels.

Measurement can be strengthened by leveraging incremental impact analysis, like holdout testing, to isolate campaign lift. For example, Kroger now offers incremental sales measurement to directly connect campaign exposure with ROI. By integrating loyalty data, online behaviour, and in-store activity into unified shopper profiles, brands gain a clearer view of the customer journey and can attribute outcomes more effectively.

Closed-loop reporting further enhances this by linking ad exposure to actual purchase data, while AI-powered analytics reveal meaningful patterns in shopper behaviour. Programmatic tools allow for real-time optimization of in-store campaigns, and multi-touch attribution models ensure that both online and offline touchpoints are accounted for in performance analysis.

Together, these strategies help retailers and advertisers demonstrate the value of in-store retail media while continuously improving results through data-driven insights.

Want to make the most of your data with in-store digital advertising?

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. Learn more today.

Product News | October 11, 2021

How 75Media increased its fill rates by 15% with the Broadsign Platform

2024 was a record-breaking year for out-of-home (OOH) advertising in the United Kingdom (UK). Total OOH revenue for the region grew 7.7%, pulling in a record-breaking £1.4 billion in revenue. While spend is expected to cool down slightly in 2025 at 7.2%, the medium will grow through technological innovations like dynamic digital billboards, interactive displays, and programmatic advertising.

Digital OOH (DOOH) now dominates the OOH landscape, accounting for 67.1% of total spend as brands seek the flexibility and creativity that digital offers. That being said, demand for static OOH – also known as classic OOH– isn’t going anywhere, remaining an effective medium for long-term brand-building campaigns.

With both formats offering distinct benefits to advertisers, the most effective campaigns combine both. This is where UK-based media owner 75Media comes in. As one of the leading providers of large-format static and digital roadside billboards in the region, 75Media makes it easy for brands, big and small, to tap into the power of OOH with the flexibility, scale and simplicity that modern advertisers need today.

How 75Media makes out-of-home simple for buyers

Wanting to provide brands with national reach through large-format, high-impact roadside billboards, 75Media’s sites are strategically positioned in high-traffic locations across the UK. These include key commuter routes and busy city centres, with placements carefully chosen for their proximity to gyms, shopping centres, supermarkets, and other points of interest.

Through a series of strategic acquisitions, 75Media has exponentially grown its network, going from 140 to nearly 1,300 digital and static billboards across the UK in just five years. Today, with just over 1,000 large-format static billboards, 75Media’s hybrid network is about 75% static and 25% digital.

75Media’s static and digital roadside billboards

In addition to their wide-reaching network, advertisers choose 75Media’s network because they make OOH measurable and efficient without compromising on quality. Wanting to deliver real audiences to clients as quickly as possible, 75Media focuses on minimizing the back-and-forth typically needed to book OOH campaigns.

75Media’s network attracts a broad mix of advertisers and campaigns, including major brand campaigns, fast-moving consumer goods promotions, as well as ads for local businesses, the public sector and charitable organizations. On the digital side of its network, there’s exciting momentum toward dynamic creative optimization (DCO) campaigns. Collaborating with their data partners, DOOH.com, Veridooh and Artbot, 75Media has been unlocking new ways for brands to engage with their audiences in real-time.

One notable dynamic, data-driven campaign that ran on 75Media’s network was Nike’s campaign featuring renowned Norwegian professional footballer Erling Haaland for the promotion of its new Mercurial football shoe. Leveraging the dynamic triggers available on the Broadsign Platform, the artwork and messaging of the DOOH ad would dynamically update whenever Haaland scored a goal during a match.

How Broadsign makes it easy for 75Media to run its network

One platform to efficiently scale, manage, and sell their digital and static out-of-home inventory

75Media has been using the Broadsign Platform since day one. Operations Director Alex Simpson—one of 75Media’s founding directors—had previously used Broadsign at his former company and saw first hand how reliable and effective the platform was. So when 75Media launched in 2020, continuing that partnership was a natural choice. And with their significant growth plans, they needed a platform that was capable of seamlessly scaling alongside their business.

In addition to the platform’s robustness and reliability, 75Media chose Broadsign for its content and network management capabilities. The manual work typically tied to campaign scheduling, booking and execution is now automated, freeing up the team’s time to focus on enhancing advertisers’ experience with OOH.

Moreover, managing their static and digital assets through the Broadsign Platform not only kept things efficient and organized, but also provided them with seamless workflows to plan, execute, and monitor static and digital OOH campaigns without unnecessary complications.

“The reporting capabilities provided by the Broadsign Platform for our digital and static assets allow us to be totally transparent with our clients. Being able to show brands exactly how their campaigns are performing in-flight is invaluable.”
Alex Simpson, Operations Director, 75Media

How 75Media optimizes fill rates with Broadsign’s flexible campaigns

Another key capability that 75Media has been leveraging is Broadsign’s flexible selling tools for their DOOH campaigns. This gives them access to our flexible campaign types, which are goal-based and data-triggered, allowing you to deliver more targeted results. In fact, 80% of DOOH campaigns that ran on 75Media’s network in 2024 leveraged flexible campaigns.

The most widely used flexible campaign type was the Campaign Average Share of Voice (SoV). This allows advertisers to define the average percentage of screen time their ad should get over the campaign’s duration. So what makes it flexible? The SoV on each screen can vary day-to-day to accommodate other campaigns requiring the same screens, but the target average SoV across all screens over the campaign’s duration will always be met.

This is made possible by Broadsign’s rebalancing feature, which leverages our optimization engine to modify the pace at which a campaign is delivered to guarantee targets are met. Since adopting these new flexible capabilities, 75Media has seen an increase of 15% in its screen fill rates and has strengthened its client relationships by offering more flexible solutions.

“Broadsign’s rebalancing feature helps deliver our campaigns efficiently while allowing us to maximize the space across our inventory. It’s particularly useful in ensuring everything runs smoothly without daily intervention from our delivery team.”
Alex Simpson, Operations Director, 75Media

The Campaign Average SoV campaign type is particularly useful for markets where flexible buying has not been widely adopted. Buyers can maintain the same fixed results typically obtained through slot-based campaigns while providing you with the operational flexibility to fill your network optimally.

What we can expect from 75Media in the near future

While 75Media will continue to invest in new digital and static sites to extend its coverage and reach, its focus in the near future is to become the most efficient OOH operator in the market. It plans to do this by investing in new technology and automation, removing the medium’s preconceived pain points, and providing the quickest way to buy OOH.

Additionally, as programmatic capabilities continue to evolve, advertisers will grow more confident in data-driven OOH. With demand expected to rise, 75Media is actively exploring new audience analytics and multiple data integrations to enhance targeting and boost campaign effectiveness.