Product News | October 11, 2021

Getting the most out of your DOOH inventory: Introducing the optimization engine for Broadsign Direct

Spring is finally on the way, so perhaps the spirit of the season can inspire you to breathe new life into campaign management. To help you in that mission, we’re pleased to unveil the optimization engine, a new feature for Broadsign Direct.

This new feature enables your business to accept more campaigns than it previously could, working in the background to redistribute new and existing campaigns in ways that make optimal use of your inventory while still respecting targeting parameters.

Let’s walk you through how it works.

Ready to get started with the optimization engine (also known as “Reallocation”)?
Check out our documentation!

Solutions for DOOH management

The OOH industry’s digital transformation is expected to continue on its growth trajectory in 2022. Given the format’s momentum, media owners who are looking to meet the increased demand for digital campaigns may want to consider solutions for more efficient network management. As we’re seeing more media buyers allocate a greater share of their budgets to DOOH campaigns, manual solutions like spreadsheets can’t cut it for handling the complexities and specificities of campaign goals.

This is where the optimization engine shines. Sometimes, multiple campaigns are vying for the same slot in your inventory. But they can’t all fit, and as a result, you might be forced to say “no” to a customer even though your inventory hasn’t entirely sold out. This leads to gaps in scheduling, which amounts to missed revenue opportunities for you.

The optimization engine resolves issues like this by reallocating ads to different slots, while respecting targeting parameters, so that you can maximize network yield. Best of all, it does it all for you – no need to lift a finger. Even if your juggling skills are second to none, rebalancing network availability can be a complex and daunting task, but it’s something that you’ll find our intelligent algorithm can accomplish with ease.

How the optimization engine delivers on what it promises

The optimization engine intelligently analyzes your network’s inventory to check for availability. All priority settings and parameters are considered in this process. Designed to make inventory management smoother and more efficient, the tool is continuously running in the background, even overnight, to optimally organize the following day’s schedule.

Let’s say, for example, you have four screens in your network and are looking to book some campaigns. The first campaign (campaign A) is currently booked to play on all four screens from the 5th and 10th of the month, with a goal of 288,000 impressions. This booking totals a 50% fill rate on all four screens. Then, at the same time, the sales team is busy negotiating a new deal (Campaign B) and to see if there’s space for a second campaign, they run an availability check on the network.

Campaign B is also expected to run the same month as campaign A but between the dates of the 1st to the 7th on your first and third screens. The buyer is looking to obtain a 70% fixed Share of Voice on those screens. The dilemma? Together, campaigns A and B exceed the max fill rate on their shared screens on the days they overlap. Without the optimization engine running, the availability check would generate a result of being partially or completely unavailable. But when the algorithm kicks in, it redistributes campaigns wherever possible to make enough space for both.

In this scenario, campaign A’s 288,000 impressions will be redistributed in a way that also allows campaign B to run on the days with overlap. This is something that couldn’t have been achievable without the optimization engine.

What about fixed campaigns?

For now, the optimization engine can only shuffle permissible campaigns, or when the system deems there is potential to increase or decrease saturation. Fixed campaigns won’t budge.

Who benefits?

Everyone! Ultimately, this feature’s goal is to help maximize revenue for media owners by filling up as much used space as possible. But advertisers equally benefit, as the algorithm always considers campaign parameters before making adjustments to scheduling. It’s all about maximizing opportunities.

Questions? We’ve got you covered.

Want to learn more? Reach out to your Broadsign rep to schedule a personalized demo.

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.