Month: February 2021

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

How Québecor’s DOOH campaigns deliver 99.9% on target with the Broadsign Platform

Advertising is woven into nearly every aspect of our daily lives. Whether you’re scrolling on your phone at home or walking down the street, ads are everywhere. With audiences exposed to such a high volume of messaging, breaking through the noise has never been more critical. 

At the core of every successful campaign are two key elements: personalized content that speaks directly to the audience, and a channel that effectively reaches them where they are. Tailored messaging plays a crucial role in building meaningful connections between brands and consumers. According to McKinsey’s Next in Personalization 2021 report, 71% of consumers now expect personalization, and 76% are more likely to consider purchasing from brands that deliver it. 

When it comes to reaching consumers where they are, few channels do it better than out-of-home (OOH) advertising. By engaging with audiences in the real world, like during a commute, while shopping, or at a live event, the medium delivers messages where consumers can take action. When looking at the effectiveness of personalized content with OOH, Leger and COMMB’s joint research study shows that 51% of its respondents state they enjoy seeing OOH advertisements that are personalized to them. 

One media owner that makes it easy for advertisers to deliver personalized content directly to their desired audiences is Québecor. With a combined inventory of over 17,000 static and digital out-of-home (DOOH) assets across all major Canadian markets, Québecor has firmly established itself as a leading force in Canada’s OOH advertising landscape. With its unmatched national reach yet strong local presence, advanced targeting capabilities, and premium inventory, Québecor makes it easy for advertisers to reach a wide variety of audiences across a broad set of points of interest. 

Why advertisers love Québecor’s network

Flexible outdoor formats that provide broad reach and hyper-local impact

Québecor OOH offers advertisers a wide range of high-impact DOOH screens across both indoor and outdoor environments. Its outdoor inventory includes large-format static billboards, static and digital bus shelters, digital gas pump screens, mobile static faces on buses, mobile digital screens on taxis, and window displays in pharmacies and convenience stores.

In fact, the Canadian media owner operates the most extensive street furniture network in Quebec, where its headquarters are located. This includes 150 digital bus shelter screens across key cities like Montreal, Sherbrooke, Laval, the South Shore and Lévis, providing targeted and strategic community presence at scale.

One unique offering by Québecor is its Express Video Station network, which is available across Quebec and Ontario. This network features digital screens with audio at gas pumps, allowing advertisers to run 15- to 30-second video ads in a high dwell-time environment, an average of 4 minutes with minimal distractions. The Express Video Station creates a rare opportunity for mass visibility while fostering high-engagement, one-to-one interactions with audiences in a brand-safe, clutter-free environment.

Another distinct offering is Québecor’s fleet of 50 Mobile digital screen – taxi top. Travelling 77 000 km per week and generating over 1M impressions weekly, the double-sided LCD screens provide advertisers with an extended reach into areas with limited billboard availability. Available programmatically, this mobile inventory gives advertisers the flexibility to quickly launch contextual campaigns, bringing dynamic messaging to high-traffic zones.

Influencing decisions indoors with high-impact screens in high-traffic areas

Québecor also maintains a strong footprint in strategic indoor environments through its Shopping Destination, Fitness Destination, and Express Destination networks. These networks are designed to reach consumers at pivotal moments in their day when they’re most receptive to advertising and most likely to make purchasing decisions. Its indoor screens can be found in shopping malls, gyms, convenience stores, and drugstores. 

Large-format indoor inventory includes the Toronto Pearson Airport, featuring eight 65” screens that play in synchronization thanks to Broadsign technology, available exclusively through a programmatic private marketplace deal. Québecor also has a premium network of large-format digital screens at Montreal’s Palais des Congrès, ideal for reaching attendees during major events and conferences.

Furthermore, Québecor’s indoor screens have the same ratio as its outdoor screens, making it easy to create a seamless experience across both indoor and outdoor environments that delivers a cohesive and consistent message. Québecor is also the only pan-Canadian indoor advertising network that offers consumer content, national news, weather, and content tailored to its different environments. 

Some iconic campaigns that ran on Québecor’s network

Beyond delivering results for advertisers, Québecor has also leveraged its network to showcase how OOH can drive meaningful social impact. For Earth Day on April 22, 2025, they launched an eco-conscious campaign promoting sustainable transportation. With messages like “Every public transit trip is a step towards a common future” and “The electric taxi, driving towards a common future,” the campaign appeared across digital bus shelters and mobile digital screens, raising environmental awareness while highlighting the agility of Québecor’s formats to support timely, contextually relevant messaging.

Another notable campaign was Molson’s “Sponsor the Parents”, which was a heartfelt tribute in support of Team Canada at the Olympic Games and the parents cheering on the athletes behind the scenes. Running across Québecor’s indoor networks located near the athletes’ hometowns, the campaign masterfully combined sentiment, relevance, and geographic targeting. It demonstrated not only the power of Québecor’s network reach but also how OOH can create authentic, personal connections on a national stage.

Why Québecor chose the Broadsign Platform

Increased network reliability and stability

Québecor chose to run its network with the Broadsign Platform due to the company’s longstanding experience and recognition as one of the leading out-of-home software providers in the industry. Since adopting the Broadsign Platform in June 2020, they’ve noticed greater network stability thanks to the platform’s network monitoring capabilities, which have allowed them to quickly identify and resolve system issues, reducing potential downtimes. 

Some of Québecor’s favourite features include Broadsign’s campaign delivery, inventory management and reporting capabilities, which, when used together, offer real-time insights on how to maximize network performance. Additionally, Broadsign’s multi-frame feature has been especially useful for its digital bus shelters, enabling dynamic content delivery, like live transit schedules to play alongside ads.  

Flexible selling tools that deliver campaigns 99.9% on target

However, the standout advantage to being on the Broadsign Platform has been its flexible selling capabilities, which they leverage for most of its large markets, like Montreal and its neighbouring areas, and for networks with 10 screens or more. Since adopting Broadsign’s flexible selling tools, Québecor has been able to open up its network to more advertisers thanks to goal-based campaigns.

For clients with smaller budgets or occasional DOOH buys, Québecor offers Play Goal campaigns as a more accessible buying option. With this campaign type, advertisers can book a DOOH campaign with a set number of ad plays based on their budget, and the Broadsign Platform will optimally distribute the plays across the selected screens throughout the campaign’s duration. 

For Québecor, flexible selling gives them access to Broadsign’s optimization engine. Composed of two features, the optimization engine reallocates campaigns to maximize inventory usage and rebalances ad delivery to guarantee results to advertisers. While the flexible buying approach required an initial adjustment for both Québecor and its clients, the results quickly proved the value of flexible campaigns with ad delivery rates of 99.9%. 

“Broadsign’s optimization engine has allowed us to deliver flexible campaigns 99.9% on target, and to say yes to revenue opportunities that we previously wouldn’t have been able to.”

Évannick Godbout Villeneuve, Manager, Business Solutions and Technological Development, Out-of-Home at Québecor.

What’s next for Québecor

Québecor’s dynamic team of seasoned professionals are looking to drive growth by expanding the company’s footprint across the Canadian market. They’ll be focused on developing and optimizing their existing networks while forging new partnerships that will help them deliver an even more impactful experience for advertisers. 

Product News | October 11, 2021

Optimize your DOOH network with dynamic campaign management

When discussing growth strategies for an out-of-home (OOH) network, the focus often remains on how to sell more to more buyers. While it is an essential factor for growth, a more urgent question is whether your operational processes are robust and efficient enough to support your desired growth seamlessly.

Despite significant technological advancements in campaign management, particularly for digital out-of-home (DOOH), many media owners still optimize their network and inventory usage manually. Although adopting new technology may seem like a substantial investment of time and cost, maintaining the status quo not only hinders but also limits your network’s growth potential.

Manually shuffling campaigns to optimize inventory usage and accommodate incoming campaign requests from advertisers is not only time-consuming and error-prone but also unsustainable for long-term growth. Why opt for a manual process when there are tools purpose-built to provide the best way to allocate inventory and maximize fill rates? 

Meet Broadsign’s optimization engine

For media owners looking for a smarter, more automated approach to optimizing their network, Broadsign’s optimization engine is the tool for you. Available for directly sold DOOH campaigns leveraging flexible campaign types, it’s designed to ensure that campaigns deliver on target, while optimizing your inventory usage to maximize revenue. Our optimization engine runs continuously in the background, even overnight, to ensure your network is always optimally filled. 

Broadsign’s optimization engine works its magic through two key features: campaign rebalancing and reallocation. Rebalancing adjusts the pacing of a campaign, speeding it up or slowing it down, to keep under- or over-performing campaigns on track.

The reallocation feature is used at the time of booking. If an advertiser’s incoming request requires a screen that is already booked by another campaign, the system will automatically reorganize how screens are allocated to each campaign, while ensuring that newly allocated screens still fit campaign requirements. 

How we helped media owners deliver more campaigns, more efficiently

You might be wondering how Broadsign’s optimization engine performs in the real world. Well, here’s some data just from 2024 demonstrating how we helped media owners make the most out of their inventory. 26% of all directly sold flexible DOOH campaigns booked through the Broadsign Platform leveraged our rebalancing feature. Users who leveraged our rebalancing feature had three times more campaigns on target and 37% fewer underperforming campaigns. 

While the data for reallocation varied due to each media owner’s network being different, most could accommodate, on average 10% to 20% more campaigns. However, a few select were able to achieve up to 40% more campaigns. If that wasn’t enough to convince you, let’s take a look at some customer success stories.

75Media was able to increase its fill rates by 15%

In 2024, 80% of DOOH campaigns that ran on 75Media’s network leveraged flexible campaigns. The favoured campaign type was the Campaign Average Share of Voice (SoV), which 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 shift from day to day to make room for other campaigns, as long as the target average SoV across all screens is consistently met over the course of the campaign. Broadsign’s optimization engine makes this possible by leveraging our rebalancing feature to modify the pace at which a campaign is delivered to guarantee results. 

Orb achieved 99% ad delivery rates

Irish media owner Orb leveraged Play Goal campaigns to introduce flexible selling to its more traditional clients. This allows the client to define how many times they want the ad to play within a given time frame, and Broadsign’s optimization engine ensures that the goal is not only met but optimally distributed across all selected screens throughout the campaign’s duration.

Through Broadsign’s PoP reports, Orb has shown ad delivery rates of up to 99% on flexible campaigns and 95% on slot-based campaigns. Access to this data has not only allowed Orb to reassure its traditional buyers of the effectiveness of flexible campaigns but also helped them attract new customers.

As media owners, like 75Media and Orb have demonstrated, embracing automation through Broadsign’s optimization engine isn’t just a nice-to-have—it’s a strategic advantage. By automating certain operational processes, like campaign pacing and screen allocation, media owners can unlock new inventory potential, deliver more campaigns with greater precision, and ultimately boost revenue without increasing workload. If you’re serious about scaling your network while maintaining top-tier performance, it’s time to leave manual processes behind and let Broadsign’s optimization engine work for you.

Ready to make the most of your network? Contact us today.

Product News | October 11, 2021

RZK and Broadsign: Powering data-driven DOOH across Brazil

RZK Digital was founded on the belief that out-of-home advertising (OOH) is evolving and that digital is the way forward. Since launching in October 2021, the company has operated a fully digital OOH network across Brazil’s major cities.

The company has its roots in deploying digital out-of-home (DOOH) screens across major bus terminals in São Paulo. Transit media is often among the most valuable assets in digital out-of-home—especially in top DMAs—and São Paulo’s terminals presented a unique opportunity. While historically underutilized for advertising, these high-traffic spaces serve as vital hubs for Brazil’s working population. Recognizing their potential, RZK stepped in to help reimagine the environment and introduce a more impactful media experience.

That opportunity grew with a large-scale revitalization initiative that transformed the terminals into modern, functional spaces. Today, they more closely resemble shopping centers, complete with anchor brands, essential services, and upgraded facilities. RZK was well-positioned to lead this shift, bringing a fresh vision and scalable model to Brazil’s evolving DOOH market.

We recently connected with RZK to explore how the company is leveraging advanced audience measurement to power more precise and impactful campaigns. Through real-time data integration, RZK can activate targeted audience segments and deliver measurable results across its expanding DOOH network.

Scaling across Brazil’s busiest public spaces

In a city with few large-format billboards, RZK saw an opportunity to rethink place-based advertising, launching a network of standardized, 88-inch DV LED portrait-mode screens strategically installed throughout São Paulo’s terminals. Starting with just 60 units, RZK quickly scaled to over 800 screens and continues to expand into new cities across Brazil. This growth is driven by the company’s innovative approach to screen design, data integration, and audience measurement, making transit-based digital advertising more accessible, impactful, and measurable for brands and commuters alike.

Building on that momentum, RZK recently introduced a new screen format: iconic LED cubes. These striking displays break from traditional layouts and command attention in high-traffic areas. Five are currently live, including in Brasília, Brazil’s capital, where they appear in the city’s main transit hub and a few blocks away from Congress and other key government buildings.

This expansion reflects the scale and potential of Brazil’s transit infrastructure. Some of São Paulo’s busiest terminals see 80,000 to 90,000 people daily—over 2 million per month—with some reaching up to 4 million. In Brasília, terminals draw 300,000 to 500,000 people per day, peaking at 700,000, highlighting the visibility these high-traffic hubs offer. With long dwell times and short ad loops, they generate significant impression volumes. As part of its growth strategy, RZK continues to install new screens in key locations, further extending its reach.

A focus on data

From the start, RZK Digital has prioritized data and measurement across its network. Operating within major terminals allows the company to access official ticketing data from terminal operators, offering valuable statistical insights into traffic volumes and helping contextualize broader audience movement.

Complementing this, Wi-Fi sensors track unique devices and dwell time, detecting repeat visits and how long individuals remain in the area. A free internet offering for passengers allows them to answer quick surveys before connection, which enables the company to collect daily, fully anonymous information about users´ social demographics and interests and run A/B tests and brand lift studies in the exact location where the displays are.

A core part of the company’s strategy has been making its media offering comparable to other advertising channels, which is essential for advancing omnichannel media. Instead of simply selling screen time, RZK offers impressions, GRPs (Gross Rating Points), complete views, and insertions, allowing buyers to plan and measure campaigns using familiar performance metrics.

By combining footfall and dwell time data, the company generates real-time audience metrics across its network. All of its screens—including the iconic cube displays—are fully digital and programmatically enabled, giving advertisers flexible, measurable, and high-impact campaign options.

“As the industry shifts toward impression-based programmatic buying, data accuracy is no longer optional—it’s essential. Advertisers once paid for screen time regardless of viewership. Today, with pricing tied directly to impressions, accuracy is everything. The more reliable the audience data, the more confidence advertisers have in what they’re buying,” says Yuri Berezovoy, Head of Ad-Tech and Programmatic DOOH at RZK Digital.

Working with Broadsign

For RZK, partnering with Broadsign has unlocked a significant competitive edge, especially in enabling programmatic transactions and operational efficiency. 

Built for flexibility, the Broadsign Platform supports everything from quick partner integrations to advanced content control. Features like conditional playback, pacing controls, dynamic content optimization, and start/stop flexibility give RZK the agility to respond to both campaign needs and audience behaviour in real-time. With Broadsign, RZK can launch network-wide campaigns in minutes—a contrast to the delays and manual coordination required by more fragmented systems. “Whether it’s integrating with a new SSP or executing a campaign across hundreds of screens, Broadsign’s infrastructure makes the process seamless,” says Yuri.

This operational efficiency also enhances the network’s commercial offering. Selling impressions instead of just screen time allows RZK to align with how buyers want to trade, unlocking new revenue and enabling the team to confidently say “yes” to creative campaign ideas that traditional models may have rejected. 

As RZK continues to grow, its strategy remains focused on modernizing high-traffic transit environments and delivering measurable, data-driven results for brands, redefining the role of digital out-of-home across Brazil. By combining innovation, scale, and accountability, RZK is not only transforming how advertisers reach audiences on the move but also shaping the future of DOOH in one of the world’s most dynamic markets.

Want to grow your out-of-home network? Get in touch to see how we can help make that happen!

Product News | October 11, 2021

Broadsign introduces unified campaign planning for digital and static out-of-home

When discussing out-of-home (OOH) advertising, the focus often shifts to comparing the benefits of static and digital OOH. However, both offer distinct advantages for advertisers. Digital OOH (DOOH) provides advertisers with more flexibility and agility, while static offers eye-catching large formats and a 100% share of voice. Moreover, while DOOH accounts for 67.1% of total OOH spend, static still represents about 70% of today’s inventory. Therefore, the focus shouldn’t be on prioritizing one over the other, but rather on how we can effectively integrate both formats to create impactful campaigns. 

A lot of media owners already share this sentiment, as many with static inventory are actively integrating digitization into their core strategies. In fact, Broadsign’s State of Static OOH report highlights that more than two-thirds (69%) of static media owners surveyed classified their networks as “hybrid”, meaning they offer both static and digital inventory. 

Moreover, nearly 43% of survey respondents stated that they plan on investing in digitizing existing static faces in the next one to two years. With the number of hybrid networks only expected to grow, a solution that will streamline and consolidate the campaign planning and booking process for both static and digital OOH is fundamental. 

The need for a seamless campaign planning process for hybrid networks

While significant advancements have been made in the last few years to campaign planning for DOOH, booking a static OOH campaign remains a manual and lengthy process. 53% of static media owners surveyed in the State of Static OOH report feel that operational efficiencies are putting them at a competitive disadvantage. 

More specifically, 74% found the campaign planning process (tracking inventory availability and proposal management) to be the area of static OOH management that gives them the most headaches. For hybrid networks, the process is further complicated by having to manage two separate workflows for digital and static OOH inventory. 

The demand for a solution that seamlessly handles both digital and static OOH is becoming more pronounced. Over 68% of surveyed static media owners recognize the importance of managing their digital and static OOH assets within a single, integrated platform. Furthermore, features like real-time inventory availability and proposal building are some of the top features that companies look for in a static OOH management tool. 

Enter Broadsign’s new unified campaign planning workflow

For media owners seeking a more seamless and unified approach to campaign planning, Broadsign’s new capability is just right. Unlike legacy OOH workflows that separate static and digital bookings into distinct systems, users can now plan and book static and digital inventory in one proposal in the Broadsign Platform, increasing efficiency and operational flexibility while enhancing the buying experience for OOH.

Streamlined and simplified proposal management

Broadsign’s unified approach provides users with significant time savings. When planning a campaign in the platform, you can now manage all inventory types without needing to switch between modules. Moreover, building a unified proposal for both static and DOOH not only reduces your team’s administrative workload but also minimizes the risk of mistakes. 

Media buyers also benefit from the unified proposal, as they’ll no longer receive two separate proposals when booking a multi-format OOH campaign. This especially simplifies campaign planning for omnichannel buyers who often have to review and manage proposals for other channels.  

More flexibility in your booking and selling strategy

Broadsign’s unified campaign planning workflow maximizes inventory utilization and increases incremental revenue by enabling premium pricing for tailored and targeted campaigns. By seamlessly mixing and matching static and digital inventory, you can more effectively meet campaign objectives while ensuring that your hybrid network is optimally filled.

The unified workflow also allows for direct audience data uploads for static campaigns within the platform and access to new targeting tools for digital campaigns, such as Maps and Point-of-Interest (POI) uploads—all within a single campaign. These enhanced targeting capabilities empower you to create performance-driven campaigns that meet advertiser expectations from the get-go, positioning your inventory as premium and more impactful than competing OOH networks.

Bridging the gap between OOH and other channels for advertisers

While the new campaign planning capabilities are only an initial step in Broadsign’s efforts to unify digital and static OOH workflows, this represents a significant leap forward for the industry. The simplified and streamlined approach to booking and planning OOH campaigns, regardless of whether it’s static or digital inventory, can make OOH more appealing to a wider range of buyers. It can also reduce the learning curve for new buyers, encouraging a broader adoption of the medium. 

Finally, this latest enhancement to the Broadsign Platform is not only a step closer to the company’s long-term vision of delivering a comprehensive end-to-end platform that seamlessly supports digital, static and programmatic sales, but also levels the playing field for OOH with other channels. By embracing a more flexible and agile approach to campaign planning, OOH can better compete with channels that traditionally provide greater adaptability and real-time responsiveness to buyers.

Want to learn more about unified campaign planning? Contact us today.