Month: May 2022

Product News | October 11, 2021

Interactive digital signage: The future of DOOH advertising

Shows an example of a touch-enabled interactive signage display

There has never been a more exciting time for the digital out-of-home industry. From new emerging formats to the accelerated adoption of dynamic DOOH, the innovation taking place in digital out-of-home advertising isn’t slowing down. As digital signage makes its way into new places and spaces, advertisers need to find new ways of catching the attention of their target audience.

That’s where interactivity can make a real difference. For marketing teams, interactivity presents an opportunity to differentiate their brand with effective and engaging stories. For media owners, supporting interactive content can mean more exciting and engaging content across their network, higher premiums associated with booking this sort of complex campaign, and the opportunity to make a splash with delighted social media posts showing off the campaign in action.

What is interactive digital signage?

While personalization has been a hot topic in digital marketing the past few years, the interactive element is what’s really rising to the forefront. These days, you can find interactive ads on desktop, tablet, and—perhaps most frequently—mobile devices. But online isn’t the only place that you can go wild with the level of interactivity; features like advanced audience targeting and anonymized real-time sensors make DOOH uniquely well-suited to creating powerful interactive experiences.

Put simply, interactive digital signage turns traditional advertising into a participatory activity: it invites consumers to physically engage with the display content and find information that’s relevant to them. Whereas traditional digital signage broadcasts information in a single direction, displaying content regardless of whether or not viewers are paying attention, interactive digital signage turns viewers into users.’

Example: This campaign for Dancing with the Stars Australia invited passers-by to push a button on the digital billboard and follow the interactive video tutorial that appeared on the screen. It’s a fun and engaging campaign, and a great example of the potential offered by interactivity.

A brief history of interactive digital signage

The origin of today’s interactive displays can be traced back to the first commercial appearance of touchscreen technology in the early 1980s. Interactive kiosks in the form of the automated teller machine (ATM) were also coming into widespread use at that time, and the ability for customers to interact in that way laid the foundations for the interactive digital signage technologies still emerging today.

While early advancements in digital signage were focused on improving the hardware—with big leaps in the industry being driven by the advent of thinner, brighter displays, improved graphics, and better overall reliability—the significance of those developments in display technology eventually impacted the content and software side. As responsive and dynamic display technology became more affordable and easily available, the market was flooded with digital signage solutions all competing for consumers’ attention. In response, marketers and network owners have started turning to contextualized, dynamic, and perhaps most importantly, interactive content in order to cut through all the noise and preserve the effectiveness of commercial messaging in the DOOH space.

Watch: An interactive DOOH campaign pulling content from social media

Why make digital signage interactive?

The average city-dweller today probably passes by a good number of digital displays on any given day, and most aren’t interactive. With interactive capability generally requiring additional technology and setup, it tends to come at an additional cost. This is both for the media owners who need to outfit the signage and the buyers looking to purchase more intricate campaigns. Is the added expense of investing in interactive signage justified?

The answer largely comes down to memorability in a crowded advertising landscape. According to a report from MAGNA, interactive video ads get 47% more viewing time than non-interactive ones and are more memorable to consumers, regardless of whether or not they choose to interact. People are also more willing to share personal information in exchange for personalization and value; by displaying content that’s relevant and engaging, your audience is more likely to feel comfortable with sharing their data and your buyers can gain insight into customer behaviors which can help inform their future strategies.

Perhaps most crucially for network owners is the fact that potential ad buyers are convinced of interactivity’s effectiveness: 81% of marketers agree that interactive content grabs attention more effectively than static content and 79% believe that it enhances retention of brand messaging when combined with traditional marketing tactics. With high-end buyers seeking ways to make their campaigns stand out, only those DOOH networks that are capable of the interactivity they desire will be in contention to run their campaigns.

Watch: An interactive AR campaign from JCDecaux and BBC Earth

What you need for interactive digital signage

Good interactive content takes a bit of work to bring to life. Network owners will need to secure hardware capable of powering the interactive content, and also drive that hardware with software that can connect all the right pieces together for the content to run flawlessly.

Extensible software offering an open API will generally be the best choice for interactive signage projects, though it is important too to ensure the solution is secure and reliable. Interactive displays within arm’s reach could become targets for tampering by troublemakers, so it’s particularly important that they are secured.

Finally, the signage needs content to be interacted with. This content takes various forms, dependent on the nature of the display. Interactive billboards, for instance, are likely going to display interactive content provided by a media buyer looking to place a particular promotional campaign. For an indoor display, such as a wayfinding terminal in a mall, the interactive content is likely a concern to be handled by the network owners themselves. This isn’t to say that the content must be created in-house. A number of digital signage content providers specialize in providing interactive content that can be tailored to the specific needs of a given network.

Interactive activation for digital signage

“Interactive digital signage” is a broad category, uniting many very different kinds of projects. Here is an overview of some of the most common types of interactivity that are used.

Touch

One of the most common ways digital signage is made interactive is by deploying a touchscreen. The ubiquity of touchscreens today makes this a safe bet for interaction, as there are unlikely to be many barriers to most individuals simply walking up and engaging with the installation. Touch is commonly employed to let audiences browse information on a screen or manipulate on-screen elements.

Common uses: Wayfinding, self-serve kiosks, special ad campaigns

Example: The LinkNYC network of touch-enabled kiosks gives people in New York City access to phone calls, WiFi, directions, and more, all paid for by advertising on the kiosk.

Check out how Intersection bettered the lives of New Yorkers using dynamic DOOH.

Gesture/motion tracking

Gesture control is a lot like touch with a lot more style and a bit less precision. People can walk up and move their hands in the air in front of the sign, with cameras connected to the installation registering the types and speed of the movements being made and triggering corresponding reactions on-screen. This isn’t a particularly common form of interactivity in the digital signage space, though advances in gesture control and greater awareness of hygiene concerns post-pandemic are seeing it become more common.

Common uses: In-store virtual browsing or shopping, interactive advertising

Example: This campaign by Swarovski uses motion and gesture tracking to turn onlookers into participants in an interactive game.

Social media

Social media has been a mainstay of interactive digital signage campaigns for years now, thanks largely to social being such a great tool both for driving engagement and generating onscreen content. The specific implementation of social interactivity varies depending on the campaign. A typical example involves users posting to their own social accounts using a specific hashtag and having their post appear onscreen, sometimes after a moderation process is completed.

Common uses: Advertising

Example: The #SendingLove campaign, facilitated by the World Out of Home Organization, promoted user-submitted messages of love in cities around the world during the fight against the COVID-19.

Mobile

Increasingly, campaigns are making use of the capabilities of mobile phones to deliver some really interesting interactive content. Special applications or mobile websites are created to grant audiences the ability to manipulate onscreen elements or objects, with audiences prompted to visit or download by visiting a site displayed on the billboard. This can be a fun way to put games up on the screen and encourage mass participation in a campaign delivered to a nearby digital billboard.

Common uses: Ad-supported games, interactive advertising, augmented reality

RFID/NFC

RFID (radio frequency identification) and NFC (near field communication) are often spoken about interchangeably, as they achieve similar things with only minor differences. They involve the use of passive chips that interact with a frequency emitted by a powered device, like a smartphone, to deliver information or trigger a reaction. The technology is becoming more common thanks to contactless payment apps promoted by major cellphone companies but might be a bit of a risky choice for an interactive advertising campaign. Many phones today still do not support these technologies.

Augmented reality & visual recognition

Some of the best interactive DOOH campaigns are also some of the simplest. Installing cameras near a digital display and hooking them up to a suitable PC can allow for some really neat augmented reality campaigns. This can be a fun way to bring onlookers and the world around them right into a fun new experience. Other uses include using cameras to do basic visual identification and have campaigns deliver messaging tailored to whoever they see standing by. Different content, for instance, could be delivered depending on whether the onlooker is an adult or a child.

Common uses: AR, dynamic campaigns

Example: JCDecaux and Telia Estonia promoted the launch of a new TV channel, called ‘Inspira’, with Estonia’s first outdoor AR campaign. With 10% of the Estonian population tuning in to the new channel during the first month, we think it’s safe to say this campaign had a positive impact.

QR Codes

QR codes are a fairly passive form of interactivity, offering passers-by the ability to use their phone to receive information or navigate to a website by scanning a code with a capable app. It is generally used to accomplish similar things to NFC campaigns, but is more accessible. Where phones need to include specific hardware to access NFC content, they just need a QR reader application on their smartphone to access codes.

Common uses: Directions, information and website sharing

Example: This campaign by Google Play and oOh! Media offered users the choice of both NFC and QR codes to access media promoted by the campaign.

Key software capabilities for interactive digital signage

Good interactive content takes a bit of work to bring to life. In addition to securing hardware capable of powering the interactive content, network owners will need to select the best digital signage software to connect all the right pieces together and ensure the content runs flawlessly.

Here’s a look at some of the specific features we think you should keep in mind when shopping for digital signage software.

Extensibility

Many interactive DOOH campaigns require real-time integration with external data feeds, audience analytics tools, and other capabilities that generally aren’t included in digital signage software by default.

Extensible software offering an open API will generally be the best choice for interactive signage projects, though it is important too to ensure the solution is secure and reliable. You don’t want to go to the trouble of integrating a service into your network only to have your players fail to play your interactive content.

Dynamic content playback

Since interactive digital signage is a subset of dynamic DOOH, your digital signage software needs to have the ability to change on-screen content in response to external data or triggers. But even though the number of brands demanding dynamic ad capabilities is growing, not all software is capable of displaying this type of content.

To make sure your network doesn’t miss out on great opportunities, check that your digital signage software supports dynamic playback more generally, and is capable of supporting the specific aspects (touchscreen, gesture control, etc.) of your interactive campaigns.

Mobile device integration or coordination

Thanks to advancements in mobile and DOOH advertising technology, it’s easier than ever for brands to create seamless omnichannel campaigns across platforms. Geofencing and scannable QR codes let users engage with digital kiosks and other touchscreen displays without making physical contact, and can help bring interactivity to projected content, displays behind windows, and large video wall displays.

Less direct methods of interactivity have been gaining traction in the wake of COVID-19, so we recommend choosing a digital signage software that supports this type of approach via mobile device integrations.

As interactive technology gets cheaper and more widespread, it’s likely that interactivity will increasingly be seen as a must-have for many networks operating in the digital space. Investing in the right tech today will put network owners and their businesses on the most productive path in the years to come.

Do you want to build an interactive digital signage network?
Request your demo of Broadsign to see how our software can help!

Product News | October 11, 2021

PATTISON Modernizes its Out-of-Home Technology Stack with Broadsign

Partnership streamlines daily operations and unlocks new revenue potential; enables PATTISON clients to maximize OOH campaigns

Montreal, Canada, April 25, 2024 – Out-of-home (OOH) ad tech leader Broadsign today announced that PATTISON Outdoor Advertising, a leading Canadian OOH media owner, has adopted the full Broadsign OOH technology stack. With Broadsign already providing a centralized hub for its programmatic digital OOH (DOOH) workflows, the expanded partnership now enables PATTISON to dynamically manage and optimize its OOH inventory to unlock previously untapped revenue opportunities. The partnership also opens up new ways for brands to book campaigns on PATTISON inventory with a more targeted, impression-based approach and accelerates the rate at which PATTISON can display client ads across its OOH inventory, spanning urban pathways, residential and office buildings, transit hubs, airports, and other venues across Canada.

Providing a near real-time ad scheduling workflow comprising advanced optimization and prioritization tools, the Broadsign platform is helping PATTISON reallocate time previously spent on manual campaign pacing and adding daily plays to bump up the delivery of low-pacing campaigns. Broadsign’s optimization engine works on a play-by-play or impression level based on each campaign’s goals, and enables PATTISON’s sales team to easily find more available inventory, even in high sellout periods. With the updated OOH platform, PATTISON can now easily customize campaigns to align with client needs. Since beginning its rollout of the new platform in early March, it has powered OOH campaigns for some of PATTISON’s largest clients, including Holt Renfrew, Lotto Quebec, McDonald’s, and Tim Hortons. 

“In evaluating our options, the Broadsign tech stack quickly emerged as the best fit, especially for our ad-serving needs. It lets us maximize yield and revenue potential while ensuring pDOOH campaigns can be seamlessly executed based on client goals, with little to no manual intervention,” shared PATTISON Director of Digital Innovation Jessica Littlejohn. “Our digital product offering has never been more robust than with Broadsign at its core, and our team has more time to do what we do best – understand and help our clients achieve their objectives.”

Echoing Littlejohn’s sentiments, PATTISON President Steve McGregor, added, “The support the Broadsign team has provided along the journey has been instrumental in helping us to achieve our business goals and prepare for our next phase of growth.”

“PATTISON is an industry trailblazer with a reputation for always being one step ahead of the curve. It was one of the first media owners to offer full-scale programmatic DOOH and advanced audience-based targeting options,” shared Maarten Dollevoet, Chief Revenue Officer, Broadsign. “PATTISON’s commitment to evolving its digital toolset to prepare for the next wave of OOH is inspiring, and we’re excited to partner with them to help them reach their goals.”

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com

About PATTISON 

PATTISON Outdoor Advertising, a division of The Jim Pattison Group is Canada’s largest Out-of-Home advertising company. PATTISON Outdoor helps brands and businesses harness the power of Out-of-Home advertising by providing the most comprehensive range of products, markets, insights and customer support services. With its roots reaching back to 1908, PATTISON has been providing innovative solutions for Out-of-Home advertising opportunities with products ranging from traditional billboards to transit, digital, airport, residential, office, and street level formats. PATTISON is headquartered in Toronto, Ontario with over 25 sales offices across the country, providing advertisers unmatched reach and coverage with products available in over 200 markets coast to coast.

Product News | October 11, 2021

What’s new in the Broadsign Platform: Sophisticated targeting, creative management and UI improvements

Spring has finally sprung, which means fresh air, greenery, and, most importantly, fresh updates to the Broadsign Platform. This season we are bringing you sophisticated targeting tools, streamlined creative management, and major UI improvements to make the campaign planning and management process for directly-sold campaigns as seamless as possible for campaign planners. 

Why does this matter? While the activation process for digital out-of-home (DOOH) may only require a couple of minutes, the campaign planning and management process often requires much more time. Discovering available and relevant inventory, collecting data to prove the medium’s effectiveness in meeting campaign goals, and managing campaign creatives are all time-consuming tasks.

The new spring updates introduce a new level of automation that not only reduces the time and complexities of getting DOOH campaigns out the door but also helps make out-of-home (OOH) a competitive and attractive medium for buyers. Let’s dive in!

Sophisticated targeting tools that find the best inventory 

We don’t believe granular targeting should be just for programmatic buys. That’s why media owner campaign planners who plan, execute, and monitor directly-sold campaigns through the Broadsign Platform now have access to the same flexibility and comprehensive targeting capabilities as online and programmatic media buyers. 

With our new targeting tools*, you can now filter your inventory by location and key points of interest (POIs), enabling campaign planners to find the most relevant inventory for each campaign at the click of a button. You now also have access to an intuitive map visualization that displays your inventory with quick filtering by area, support for bulk location uploads, and setting radius parameters. 

These additions to the Broadsign Platform not only cut down on the manual work required for inventory discovery but also provide your team the opportunity to be more of a strategic partner to buyers. 

For your sales team – who juggle multiple responsibilities, like business development, client relations, creating proposals, negotiating deals, and overseeing campaign execution and performance –  they can spend less time on administrative tasks and more time advising buyers on the effectiveness of OOH and its complimentary effect with other mediums. For your campaign planners – who often juggle multiple campaigns at once – they can plan and set up campaigns a lot quicker, freeing themselves to focus on more critical tasks. 

*Disclaimer: For sophisticated targeting capabilities, you must be fully migrated to the Broadsign Platform and be located in the following supported countries – Australia, Austria, Belgium, Canada, Cyprus, Estonia, Finland, France, Germany, Greece, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Portugal, Slovakia, Slovenia, Spain, Switzerland, United Kingdom, United States of America. 

Simplified creative management and centralized campaign planning

Media owners juggle multiple campaigns and creatives at the same time, and without the right tools, the creative management process can become complex and stressful for your teams. Our new creative management tools now allow you to create, edit, manage, and assign campaign creatives with ease. On top of that, you’ll also be able to push your campaigns live – all within a single unified workflow through the Broadsign Platform.

In this update to the Broadsign Platform, you can now manage creative bundles for each of your campaigns directly through a new web-based workflow, eliminating the need to go through the Broadsign desktop tools. This enhancement provides your team with greater flexibility by allowing them to access and manage their campaigns from any location at any time. 

We think you’ll also love how intuitive and easy-to-use the campaign planning tools are to adopt. Users of all technical proficiency levels can quickly learn and use this streamlined approach to create and manage campaigns with ease. 

Additional management tools for an improved user experience

Along with comprehensive creative management and targeting tools for directly-sold campaigns, additional tools and UI enhancements have been added to improve the usability and user experience of the Broadsign Platform:

The Guaranteed Campaigns module is now fully integrated into the Broadsign Platform

We’ve fully integrated the Guaranteed Campaigns module, formerly called Broadsign Direct, into the platform interface. This consolidation allows you to more conveniently manage campaigns, packages, and settings directly from the Broadsign Platform, eliminating the need to visit the original stand-alone application. 

Inventory package accessibility

Access inventory packages effortlessly through the platform’s updated navigation bar, enhancing efficiency and ease of use.

Centralized settings management

Administrators can now adjust and manage all necessary settings for digital and static inventory, user management, and more directly within the platform’s web-based UI through a centralized hub for control and configuration.

Campaign monitoring enhancements

With the newly implemented progress indicator, real-time monitoring of campaign pacing is now possible, giving immediate insight into campaign performance. This allows for quick adjustments to be made, as needed, to meet campaign goals effectively.

Search functionality and filters

An improved search mechanism, complemented by additional filters like campaign, client or contract names, enables quicker and more accurate campaign retrieval, saving time and improving workflow.

Dashboard customization

Tailor the platform’s dashboard to meet individual needs, ensuring that the most relevant and important information is always front and center.

Want to know more? 

Here’s a short FAQ to provide you with some answers to some questions you might have regarding our latest updates:

What do I need to do to prepare for the update?
There’s no need to do anything to prepare for the update. It will be applied automatically to your Broadsign Platform account.

Will all my users have access to creative management?
Admins automatically have access, and we’ve also created two new creative user roles which would also have access, if granted. Take a look at our documentation for more information on roles.

Will this affect any of my API integrations?
No, there will be no impact on the use of APIs or any integrations.

Will the update affect my existing campaigns?
No, the update will not affect your existing campaigns.

Will I still be able to access the original Guaranteed Campaigns (Broadsign Direct) interface?
Yes, however only by using this URL. The Broadsign Platform will now no longer redirect you to the old interface. 

Will https://direct.broadsign.com still work?
Yes, however we highly encourage you to use the new Broadsign Platform moving forward as new features and improvements may only be accessible there.

Interested in testing out these new features? Book a demo today

Product News | October 11, 2021

Maximize your travel and tourism campaign with billboard and out-of-home advertising

Spring is here – which means summer travel is on the horizon for many of us in the Northern Hemisphere. For advertisers, it’s time to gear up campaigns aimed at targeting crowds set to depart on fun-filled travel adventures.

According to the first UNWTO World Tourism Barometer of the year, by the end of 2023, the number of people travelling internationally rose to 88% compared to pre-pandemic rates, with an estimated 1.3 billion international arrivals. The travel industry expects a full recovery by the end of 2024.

Despite the pressure of inflation, a recent study by Hilton reveals that consumers plan to spend more on travel in 2024. Kevin Jacobs, Chief Financial Officer and President of Global Development at Hilton, says, “Even with ongoing macroeconomic uncertainty, travel demand has remained strong as consumers continue to prioritize the value of experiences and connections over things.”

Digital out-of-home (DOOH) and billboard advertising enable travel and tourism brands to elevate their advertising campaigns, targeting key demographics and initiating contextually relevant dynamic campaigns that adapt to audiences on the move. Here are some effective ways advertisers can leverage the medium in their upcoming summer campaigns. 

Think outside the airport

Airports present many opportunities to engage audiences in a high-dwell time environment that ranks high for perceived brand value compared to other media channels. While they’re a great way to reach travellers in a purchasing mindset, they shouldn’t be the only location you consider when planning your campaign. 

With OOH, advertisers have the unique opportunity to capture the attention of audiences dreaming of being elsewhere. This can mean activating OOH ads in subway and train stations, roadside billboards and bus shelters during commuting hours. These ad placements are sure to catch the attention of workers on their way to the office who are already considering where to spend their time off. 

Billboards and OOH advertising around university and college campuses are a great way to market to summer break-bound students where they live, study, work, and play. The advertising opportunities on campus are endless, from DOOH screens in high-traffic areas to campus transit and street furniture, allowing brands to create impactful campaigns that promote summer travel, enticing students with exciting destinations, special offers, and memorable experiences.

A new survey from Nationwide Travel Insurance reveals that 91% of Americans plan to travel domestically this year, with 60% saying they will likely make the trip by car. With this in mind, there’s never been a better time to consider roadside advertising, like billboards, to boost brand awareness and inspire travellers. For example, local attractions like amusement parks, restaurants, or entertainment venues can use billboards strategically placed near highways to capture the attention of passing motorists and promote unique experiences available in their vicinity.

Visit Gainesville places roadside displays along I-75 to encourage drivers to Stay, Dine, and Explore Gainesville, Florida

Drive audiences online

The insights from Hilton’s global traveller survey underscore the importance of online booking convenience, with 80% of respondents emphasizing the need for seamless digital booking experiences. Real-world OOH ads can capture consumers’ attention and guide them toward taking action online, like visiting a company’s website or social media pages, reaching out to a travel advisor, or making reservations through a third-party platform.

For example, a hotel chain looking to promote its loyalty program could activate OOH ads strategically placed in key tourist locations or near business districts, featuring benefits like discounted room rates, complimentary amenities, and personalized offers. By prompting consumers with compelling visuals and clear calls to action, these OOH ads can drive traffic to the hotel’s website or mobile app, encouraging travellers to explore and book accommodations online.

Through mobile retargeting strategies, advertisers can target individuals exposed to out-of-home ads by geofencing relevant locations, effectively reconnecting with these audiences through mobile devices or other online platforms later. 

Expedia promotes its travel booking platform during commuter rush hours

Leverage programmatic DOOH for greater, more contextual impact

Programmatic digital out-of-home (pDOOH) allows advertisers to connect with audiences in real-time with contextually relevant content, helping drive brand awareness and purchasing decisions through engaging displays.

Through pDOOH capabilities like data triggers, advertisers can engage with audiences based on location, weather, time of day, current events, financial data, and more. Using weather-based triggers, for example, a tourism board can promote indoor attractions like museums, art galleries, or shopping centers to tourists during a rainy day. Alternatively, they can highlight outdoor activities like beach outings or boat tours on sunny days. 

An airline advertising international flights can customize promotions using financial triggers based on currency exchange rates. Suppose the exchange rate of the destination’s currency is particularly favourable against major currencies like the US Dollar (USD) or Euro (EUR). In that case, the airline can run promotional campaigns targeting travellers from countries where their currency has a stronger purchasing power, highlighting discounted fares or special offers on flights to these destinations.

Aruba Tourism Authority leverages real-time weather triggers to promote its sunny destination across Chicago, Philadelphia and NYC

By leveraging platforms like digital billboards and transit advertising, advertisers can engage with audiences in high-traffic areas, capitalize on seasonal travel trends, and create memorable brand experiences that resonate with travellers. The ability to deliver contextually relevant messages, adapt campaigns based on real-time data triggers, and target key demographics makes OOH a valuable tool for advertisers looking to maximize their reach and influence during the summer travel season.

Interested in getting started with programmatic DOOH this travel season?

Explore curated audiences in our Travel & Tourism package here!

Product News | October 11, 2021

How Sea-Doo’s first digital OOH campaign increased purchase consideration by +144%

Sea-Doo, a Canadian brand of personal watercraft vehicles and boats under the Bombardier Recreational Products (BRP) company, recently sought to strengthen brand recognition, purchase consideration, and share of voice in its primary market of Florida. 

The brand turned to programmatic DOOH, its first experience with the medium, to reach its core audience of personal watercraft, pontoon, and fishing enthusiasts.

The DOOH campaign was launched in collaboration with Touché! agency and Broadsign Ads DSP, running alongside other channels like search and social media.  

WATCH: See the behind-the-scenes of Sea-Doo’s campaign with Touché! agency

Strategy

  • Target audiences included personal watercraft and pontoon enthusiasts along with fishing enthusiasts.
  • Creative and messaging were adapted for specific, high-dwell time environments.
  • The ads ran across outdoor and indoor place-based venues in key cities like Orlando, Jacksonville and Tampa.

Read the full case study to see the results and discover the benefits of implementing digital OOH into your media strategy.