Programmatic DOOH drives a +153% uplift in purchase intention for Veet Expert in the French market
Veet, a well-established personal care brand under parent company Reckitt, sought to boost awareness for a new hair depilatory product, Veet Expert, in the French market.
With a strong presence in France, a key market for the brand, Veet turned to programmatic digital out-of-home (pDOOH) to deliver ads with the goal of increasing product consideration and sales for this major product launch.
The ads were displayed in high-traffic retail and shopping mall locations to reach women under the age of 50 years and encourage on-the-spot purchases across major French cities.
DOOH was executed as part of a larger omnichannel campaign alongside channels including social media, online video, search and CTV.
Read the full case study to see the results and discover the benefits of implementing pDOOH into your media strategy.
Product News | October 11, 2021
Broadsign’s Sell-Side AI Agent Joins With Global Netherlands and Draft Digital to Deliver First-Ever End-to-End Agentic AI-Powered OOH Campaign
Collaboration paves the way to faster, more automated, and data-driven OOH buys
MONTREAL (May 27, 2026) –Broadsign, the leading global platform for managing and monetizing out-of-home (OOH) media, today announced that its sell-side AI agent and digital marketing agency Draft Digital’s buy-side agent, planned, booked, and executed the first-ever fully agentic AI OOH ad campaign. The agentic AI solutions enabled the end-to-end media buy for Lot of Happiness on premium OOH inventory in collaboration with media owner Global Netherlands.
Agentic AI powered the buy from beginning to end, using the brand’s campaign goals to inform audience and venue targeting, media selection, campaign setup, creative workflow and approvals, and execution. The AI agentic solutions used the AdCP protocol and Broadsign’s industry-leading OOH sell-side technology and data infrastructure. Moving beyond chatbots layered over existing tools, the collaboration proved the power of agentic AI in enhancing the effectiveness and efficiency of OOH campaigns from start to finish. Together, the buy and sell-side agents rapidly coordinated complex tasks across parties, with human oversight and guardrails.
With the largest global OOH media supply – including the largest aggregation of video-enabled displays, in-store media, and on-screen cinema inventory – Broadsign’s goal with this campaign is to unlock the power of agentic trading for OOH. The company is committed to bringing greater scale, data, and efficiency to buyers and opening up more demand for sellers.
“Agentic AI allows us to double down on our value proposition of leveraging technology to support media owners in achieving their business goals,” explained Bryan Mongeau, CTO, Broadsign. “Overlaying AI atop our global static and digital OOH supply, in concert with advanced data and execution capabilities, such as screen-level audience indexes, dynamic creative, guaranteed in-advance buying, and more, sets the stage for a paradigm shift that will transform the OOH business. This innovative collaboration is only the beginning.”
“A number of us at Draft Digital were early adopters of programmatic DOOH years ago, so being first to move on this next leap, fully agentic OOH, is genuinely exciting. Agentic advertising lets us build true multichannel experiences for our clients, backed by first-party performance data and a much cleaner ecosystem,” shared Aliks Röling, Digital Marketing Consultant, Draft Digital. “It pushes us into tighter collaboration with quality publishers and partners and ultimately delivers sharper strategic impact for brands like Lot of Happiness.”
As a growing charity lottery with around 100,000 participants and over €50 million donated to good causes, Lot of Happiness is always looking for smarter ways to expand its reach. Without the media budgets of larger lottery players, the organization relies on creativity and innovation to fuel its growth. “As a growing organization, we have to be creative and find efficiencies that larger players simply take for granted. Agentic DOOH is one of those opportunities where we want to be at the forefront, and we’re excited to see where it takes us.” Leo Nijs, Online Marketer, Lot of Happiness
“In today’s competitive media landscape, digital out-of-home must be as easy to discover, plan, buy, and measure as any other channel, and this collaboration proves it’s possible,” said Mink Zwolsman, Business Development Director, Global Netherlands. “What excites us most is that no single party could have done this alone. By combining Broadsign’s infrastructure with buy-side intelligence, Draft Digital’s ambition and our diverse digital out-of-home offering, we’ve shown that outdoor can be planned, bought, and activated with the same speed and data-driven precision as any digital channel. For Global Netherlands, this is a meaningful step toward making our inventory more accessible to buyers who want seamless, omnichannel campaigns and we’ve only just begun to uncover the advantages.”
Marketers and media owners looking to learn more about Broadsign’s sell-side agentic solution can get in touch with the company.
About Broadsign
Broadsign develops the leading global platform for managing and monetizing out-of-home (OOH) media. The company, which also operates Place Exchange by Broadsign, the largest independent SSP for Digital OOH, empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 2.8 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign. https://broadsign.com
About Draft Digital
At Draft Digital, we are setting the new standard in marketing and media. We believe that standing still is falling behind; an organization that isn’t growing is already losing. Built on a foundation of relevance and trust, we guide clients through a digital journey that never ends. We are leading the transition to Agentic Advertising, where intelligent Agents handle the operational burden of media buying. This shifts our focus from execution to pure strategy and innovation. By merging classic marketing theory with AI, we deliver scalable creativity and perfected measurement. We are not just service providers; we are the architects of digital growth.
About Global Netherlands
Global is a media operator and market leader in the (Digital) Out-of-Home sector, offering advertisers the opportunity to advertise in high streets, supermarkets, shopping centres, at railway stations, petrol stations and along motorways. With a nationwide digital network, Global meets advertisers’ needs to reach their target audience at precise times and locations. Thanks to these exclusive concessions across these diverse networks, advertisers can reach the masses or, conversely, target specific audiences very precisely in a wide variety of locations.
About Lot of Happiness
We believe in a better world for everyone. Charities, both big and small, drive this mission, they all deserve our support. By playing in our lottery, we together contribute to their missions. Playing = impact. You choose which charity receives half of your contribution. We are flexible: you decide how often you play and with what amount. This makes Lot of Happiness the lottery where your voice counts and your impact is big. And you can win fantastic prizes, from €1 million in the bank to a brand-new electric cargo bike. A true win-win.
Product News | October 11, 2021
How Osmow’s achieved a 33.9% lift in restaurant visits with programmatic DOOH
To support its next phase of national growth, Osmow’s, a leader in the Canadian quick-service restaurant (QSR) space, launched a high-impact programmatic digital out-of-home (pDOOH) campaign to reach its target audience at scale. Specializing in modern Middle Eastern and Mediterranean cuisine, the brand sought to strengthen its position as a category leader and drive measurable foot traffic to restaurant locations across the country.
Objective
The campaign aimed to increase brand awareness and category share for Osmow’s, leveraging three tailored executions to support its diverse product offering. A core objective was to drive in-restaurant visits across urban, suburban, and rural markets, while positioning the brand as a value leader during the competitive post-holiday period.
Strategy
Osmow’s partnered with Involved Media and Broadsign to launch a data-driven programmatic digital out-of-home (pDOOH) campaign, activating premium inventory across 4,912 screens. The campaign leveraged a diverse mix of placements, including large-format billboards, transit shelters, and campus screens, to deliver broad reach and sustained frequency.
Using the OutMoove DSP, the campaign employed programmatic triggers to engage consumers at high-intent moments throughout their daily routines. To maximize relevance and efficiency, ads were programmatically dayparted to peak during lunch (11 am–2 pm) and dinner (5 pm–7 pm) consideration windows. By utilizing proximity targeting near restaurant locations across Canada, the campaign ensured that tailored messaging reached audiences at the moment of choice.
Results
Foot Traffic Lift: Achieved a 33.9% lift in visits across 30 restaurant locations compared to the non-exposed control group
Sales Impact: Delivered a 5% contribution to total sales throughout the campaign period
“With over 240 locations, we are always looking for ways Osmow’s can stay top-of-mind while driving traffic to restaurants. Programmatic DOOH gave us the flexibility to do both at once. We were able to maintain a massive presence across the country, but with the additional layer of dayparting and proximity tools needed to reach the right people during the key lunch and dinner windows. It’s been a very effective way to bridge our digital strategy with the physical restaurant locations,” says Effie Ambida, Director Strategy & Planning at Involved Media.
Want the campaign highlights? Check out the infographic below.
Product News | October 11, 2021
Best practices for high-impact out-of-home creative
The out-of-home (OOH) ads that stop people in their tracks, spark awareness, and drive action all share a common thread: they’re built on proven creative principles shaped by real-world testing and what works in today’s evolving OOH landscape.
Effective OOH creative relies on bold design, minimal text, and clear branding. But what works on a static highway billboard may not have the same impact on a digital out-of-home (DOOH) screen or a crowded subway platform at rush hour.
That’s what makes OOH unique. It reaches audiences as they move through real-world environments like airports, malls, roadways, and city centres across both static formats and dynamic, data-driven digital displays, offering far more creative flexibility than the medium often gets credit for.
This guide explores the OOH and DOOH creative strategies that consistently deliver results before you plan your next campaign.
OOH creative fundamentals
When developing the creative for an OOH ad, there are core principles to keep in mind.
Define your goals: What does the ad wish to accomplish? Is the aim to drive in-store traffic? Stand out from competitors? Remind existing customers of an ongoing promotion? A firm strategy narrows the focus and clarifies the message.
Be bold: Most out-of-home ads have only seconds to reach audiences. When producing OOH or DOOH creative, employ boldness to stand out.
Keep it simple: A less-is-more approach is typically most effective. Messaging should be clear, direct, and to the point.
Let brand personality shine: Use humour, surprise, intrigue, even edginess to amplify your message.
Context is key: think about how your creative fits into its surroundings. Incorporating messaging that speaks to current events or relates to live data can boost performance and turn your ad from informative to innovative.
Think Design
Great OOH design is built for how people experience it. In fast-moving environments, you have seconds to make an impression, so clarity and visibility matter more than complexity.
At its core, effective design comes down to a few essentials:
High-contrast colours that cut through busy surroundings
Simple, focused layouts that are easy to process at a glance
Bold, recognizable imagery paired with clean, legible type
KFC’s bold, recognizable imagery makes this billboard instantly identifiable
Context matters just as much as design. What works on a roadside billboard viewed at speed won’t translate the same way to a street-level or place-based screen where dwell time is longer. Simpler creative performs better at a distance, while closer environments allow for more detail, as long as clarity isn’t compromised.
And while best practices exist for a reason, they are not rules. Intentionally breaking them can be just as effective when done with purpose.
Get the Specs Right
Even the strongest creative can fall flat if it is not built for the screen. OOH and DOOH formats vary widely across billboards, transit shelters, retail environments, and place-based networks, each with different dimensions, orientations, and file requirements.
A few fundamentals to keep in mind:
Design for both vertical and horizontal formats so layouts translate cleanly across environments
Stick to supported file types like JPG or PNG for static, and MP4 or HTML for digital placements
Keep file sizes within recommended limits to ensure smooth delivery and playback
Always build with the final screen size and placement in mind to avoid cropping or distortion
Below are some of the most common specs for digital and video displays in the US.
That’s why incorporating motion into your digital content is such a powerful way to capture attention. In most environments, videos should run no longer than 10-15 seconds; however, longer videos can be impactful for audiences in specific venue types with longer dwell times, like gyms, doctors’ offices, or bars.
Note: Place Exchange by Broadsign can seamlessly adapt social media and in-app vertical video creatives for portrait-mode screens, so you can get maximum value from a single video.
Creating personalized and dynamic content
When vying for a consumer’s attention, optimizing a digital out-of-home campaign with Dynamic Creative Optimization (DCO) can be the x-factor in reaching target audiences.
DCO means adjusting and optimizing DOOH ads for real-world contexts and environments, pulling data to deliver ads in response to current events or trends, such as the weather, sports scores, financial markets, audience profiles, or other nearby events or relevant information.
With DCO, ads can deliver more personalized experiences and stronger audience relevance. In fact, according to the OAAA and The Harris Poll, 81% of respondents exposed to weather-triggered ads featuring relevant product offers found them valuable. Thinking about where your ad will live along the consumer’s journey, and in what context, is an opportunity to create a high-impact ad that resonates with your target audience.
To create a high-impact ad, thread in creative that responds to live signals like time of day, weather, audience demographics or current events for a more targeted activation that reaches audiences at key moments.
Some ideas include:
Modify messaging based on relevant data inputs (e.g., weather, sports scores, etc.): Entice customers on rainy days to pop by for a warm cup of coffee, or advertise air conditioning units on extremely hot days, display sports scores during high-ticket events.
Schedule time-sensitive or product-specific promotions
Incorporate daily countdowns for popular movies or big events with universal appeal
McDonald’s weather-triggered OOH campaign in Qatar
Tracking and measurement
Knowing how your current campaign performs is crucial for planning the next. Use ID markers like QR codes, SMS messages, short-link URLs, hashtags, emails, or phone numbers to track and measure your ad’s performance. Adding a Call to Action (CTA) to your creatives can enable you to directly track “click-through” response to your OOH creative.
The winning formula for an out-of-home ad that gets noticed and delivers on ROI is to combine brand-safe creativity, outside-the-box thinking, and contextual relevance. With these OOH creative best practices in your toolkit, you can successfully create an ad that stands out.
Ready to launch a high-impact, creative out-of-home campaign that delivers results? Browse our inventory catalog to see the complete network of high-impact digital screens available.
