Month: June 2021

Product News | October 11, 2021

How to use digital grocery store signage to drive more business

A digital display to the right of the entrance of a grocery store. It is displaying an ad featuring two children.

Of all the OOH locations out there, grocery stores may have fared the best during the COVID-19 pandemic. They were, after all, one of the only places people all over could consistently shop at through 2020 and the beginning of 2021. Unsurprisingly, they became hot locations for advertisers looking to connect with audiences who were otherwise difficult to reach outside their homes.

That doesn’t mean grocery stores didn’t change, though. While grocery store sales were up pretty significantly, McKinsey & Company reports that shoppers are shopping at them less frequently, and at fewer stores. Overall, this means fewer opportunities for brands to reach these buyers when they are in the store and at their most receptive.

McKinsey & Company

Fortunately, there’s a solution: digital signage. Deploying digital displays in strategic locations throughout a grocery store location can help create a compelling, contextual shopping experience that speaks to shoppers and leads them to take immediate action.

Boost impulse purchases with digital signage

According to a survey by Slickdeals.net, the average US consumer spends close to $5,400 each year on impulse purchases. About 71% of that money is spent on food and groceries.

A chart showing the most common impulse purchases. In descending order, they are food/groceries, clothing, household items, takeout, and shoes.
Slickdeals

These purchases aren’t only spurred on by shoppers seeing something sweet near the register. The majority, in turns out, are in response to sales spotted while in store.

The typical strategy of using stickers and static posters near the goods to advertise a sale can work passably, but it won’t achieve the same level of results as digital signage. Digital point-of-purchase displays have been found to have about 2.5 times as much emotional resonance as static media, making them an influential advertising medium. With food already evoking strong emotional reactions in many people, introducing digital signage is likely to have a notable impact in driving sales.

What’s more, with digital signage placed around a grocery store, deals for sale products can be more widely shared. Where typical in-store sales notices tend to be located close to the on-sale products themselves, digital displays can easily cycle through great deals located all through the establishment. For convenience, they can even include details like an aisle number or store section where shoppers should go to find them.

Integrate digital signage and your PoS system to influence sales momentum

Research from the National Resources Defense Council found that grocery stores waste in the range of 43 billion tons of food each year, representing about 10% of the US food supply. As the global green movement gathers steam, there’s increased scrutiny on this kind of waste, and increased pressure on grocery stores to take action to reduce wastage.

Digital signage presents an ideal solution for meeting this challenge. By integrating the signage system with the point-of-sale solution, it’s possible to automatically shift content to promote products that need to move and stop advertising products that are on the verge of selling out, or have sold out.

Implemented correctly, this type of system can do a great job of nudging sales when needed and reducing the odds of expirable goods going unpurchased. It’s a great tool for reducing food waste, both for environmental purposes and for the bottom line.

A woman shopping for produce in the supermarket.
Digital signage can help influence sales momentum to minimize wastage

Go digital (almost) everywhere to maximize impact

In addition to typical digital displays, grocery stores are deploying digital end cap and shelf-edge screens along their aisles, introducing a new level of dynamism and pop right alongside the products people are buying.

Other types of displays are also beginning to make a splash. Stores like Walgreens have rolled out coolers that include digital displays instead of clear glass doors. The screens offer advertising tailored to nearby individuals, can include special messaging inviting shoppers to perform certain actions (like follow the store on social media) automatically grey out options that are out of stock, and more.

Of course, grocery stores can’t go digital for all of the media they sell. Checkout belt advertising, ads on the handles of grocery carts, branded checkout dividers, and other similar items are unlikely candidates for digitization. For grocery stores looking to monetize their inventory most effectively, opting for digital wherever possible and supplementing with static will yield the best results. These stores should be sure to employ inventory and sales management tools that allow all of these assets to be managed together.

Build up a steady stream of programmatic ad revenue

Online ads are typically delivered programmatically, which means they are sold whenever the conditions of a prearranged deal are met. It’s a powerful process that helps buyers maximize the relevance of their ads with creative messaging or diverse products. For instance, Lipton could decide to run a programmatic campaign on grocery store signage that automatically puts up ads for iced tea whenever the weather is hot and sunny, but displays ads for chicken noodle soup when it’s cold and rainy.

Example: Though not a grocery store, Foodora used programmatic DOOH to deliver different ads to its audience depending on whether it was sunny or rainy.

Grocery stores that introduce programmatically enabled digital signage enjoy some other important benefits as well, such as being open for inclusion in big, omnichannel campaigns. Brands today are increasingly hungry for opportunities to deliver their ads across online, social, and out-of-home media at the same time. Programmatically enabled signage appears available for purchase inside the same demand-side platforms media buyers use to buy their other digital media. This makes it possible to include them in these kinds of campaigns.

Programmatic advertising is widely considered to be a key technology for the future, and indeed the present, of DOOH. By delivering that functionality to their grocery store signage, network owners can open up their business to all that that future holds.

Cater to specialty audiences with ads and content

According to research by Specialtyfood.com, specialty products saw an increase in sales of 12.9% for the year 2017, versus just 1.4% for regular food. Grocery stores that embrace this trend and push for new ways to cater to specialty shoppers could quickly find themselves in an enviable position.

There is an abundance of types of specialty foods, with everything from artisanal cheeses, chocolates, organic products, fermented foods, and plant-based options in increasing demand among rapidly expanding fanbases.

Using digital signage to promote a grocery store as a destination for one or more of these types of foods can go a long way to attracting those same fanbases to frequent the store. Content that promotes these foods, advertises new services or events relating to them, or shares fun facts that customers might enjoy can go a long way to grabbing the attention of would-be buyers.

A stack of different cheeses, all in plastic wrap.
Delivering signage content about specialty foods can help connect with niche shoppers

Thanks to its dynamic nature and flexibility, digital signage is quickly becoming a standard for in-store media. Grocery stores looking to connect with brands and customers, advertise their services, and increase impulse purchases will do well to get on board and reap the benefits today.

See how Broadsign customer Starlite Media uses digital out-of-home to drive grocery store and retail sales. 

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.