Month: April 2024

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

How BMW Sweden’s first programmatic digital out-of-home campaign drove a 68% increase in dealership visits

German-based automotive brand BMW, known for its luxury vehicles and commitment to innovation, launched its first programmatic digital out-of-home (pDOOH) campaign in Sweden. The initiative was a strategic move to elevate the brand’s presence in this priority market and drive measurable results for its plug-in hybrid BMW 330e Touring.

Objective

The campaign aimed to boost awareness of BMW’s limited-time leasing offer while driving foot traffic to 29 dealerships across Sweden. To measure the campaign’s effectiveness on KPIs like ad recall, brand preference, attribution, brand image and action, a comprehensive brand lift study was conducted in collaboration with Broadsign and Happydemics. Additionally, a foot traffic attribution study, executed in partnership with Broadsign and Spotzi, provided insights into the uplift in showroom visits directly attributable to the campaign.

Strategy 

Screens were strategically activated in high-traffic malls, subways, and urban panels near BMW dealerships, maximizing visibility among professionals likely to visit the showrooms. Orchestrated by Mediaplus, the campaign seamlessly integrated DOOH ads via Broadsign’s SSP and Vistar Media DSP, unlocking access to premium Clear Channel Sweden inventory. Mediaplus’ expertise in planning and execution, combined with Broadsign and Vistar Media’s advanced technology for targeting and optimization, ensured the campaign delivered maximum reach and meaningful engagement across key locations. 

Results 

To assess the campaign’s impact on brand metrics, a brand lift study was conducted in partnership with Broadsign and Happydemics, focusing on key brand metrics. Audiences within a viewable area near campaign screens were surveyed, with uplift measured by comparing responses from non-ad-recallers (control group) and ad-recallers (exposed group). 

Boost in brand preference

The campaign significantly boosted brand preference, delivering a 156% uplift when comparing ad recallers to non-recallers. Overall, 41% of those who recalled the ads indicated a preference for BMW over its key competitors, highlighting the campaign’s effectiveness in swaying consumer opinion.

Powerful ad recall 

The strategic placement of ads in malls, subways and urban panels resulted in repeated exposure, leaving a lasting impression on the target audience. The campaign achieved 6.9M impressions and 4.5M ad plays, with 53% of ad recallers reporting that they saw the ad multiple times, reinforcing the message and enhancing brand recognition.

Significant Brand Attribution

BMW’s strong visual identity played a crucial role in the campaign’s success, with 61% of ad recallers correctly attributing the ad to the brand. The campaign’s impact was further underscored by an 11% uplift in attribution, demonstrating the ads’ ability to capture and retain consumer attention. These attribution results ranked in the top 15% worldwide for Automotive DOOH campaigns measured by Happydemics. 

Big Impact on positive brand image 

The campaign successfully shifted ambivalent perceptions, with a notable decrease of 28% among neutral consumers. 48% of ad recallers now hold a positive or very positive impression of the brand — a 188% uplift. According to Happydemics, the campaign ranked in the top 10% for brand image uplift among DOOH campaigns in the Automotive category. 

Inspired consumer action 

Beyond raising brand awareness, 55% of ad-recallers intended to take action on what they saw, representing a 450% uplift. Specifically, 17% of ad recallers expressed intent to purchase BMW products, while 15% planned to look up reviews, showcasing the campaign’s effectiveness in driving both interest and intent.

DOOH drove customers to dealerships

A foot traffic study was conducted in collaboration with Broadsign and Spotzi to measure the impact of the campaign on dealership visitation. An exposure radius was applied to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a BMW dealership location.

The campaign led to a 68% increase in visits to BMW dealerships among exposed consumers, with about half of the visits occurring the day after exposure and the remainder within 10 days. 

Nearly every dealership measured saw a rise in foot traffic, demonstrating the campaign’s powerful influence on consumer behaviour. While larger, high-traffic dealerships experienced the most significant gains, several mid- and lower-volume locations rose to the top. Moreover, DOOH assets closest to dealerships had the strongest impact. The campaign’s success was evident across the dealership network, highlighting programmatic DOOH’s ability to deliver consistent results in multiple regions. 

Want the campaign highlights? Check out the infographic below.


Product News | October 11, 2021

Out-of-Home in 2025: Advertising trends to watch from industry experts

Following a record-breaking third quarter, out-of-advertising (OOH) is projected to grow by over 5% in 2025, according to MAGNA—setting the stage for an exciting year ahead. This year’s DPAA Video Everywhere Global Summit offered an exciting glimpse into the trends shaping the industry’s growth. We had the chance to connect with key voices from brands, agencies, data partners, media owners, and more to hear their insights firsthand.

From new tech, data-driven insights, and programmatic innovations, here’s a look at the big themes to watch as OOH prepares to make a major splash over the next twelve months. 

Programmatic DOOH will continue to expand opportunities for advertisers and media owners

With a surge of new players and creative formats, OOH advertising is becoming more versatile and innovative than ever. Programmatic digital OOH (pDOOH) technology is largely to thank for this, streamlining advertisers’ entry into the space by enabling more targeted, data-driven campaigns. 

Adam Malone, President & Co-Founder of Screenverse, predicts a significant shift for media owners in the pDOOH space in 2025. “Nowadays, media owners can activate 10, 15, 20 screens in a market with a lot of demand. With access to programmatic exchanges, they can monetize those first screens immediately. This will drive significant opportunities over the next three to five years, with many niche players emerging across specific venue types. Programmatic will continue to be a massive driver of opportunity for the media owners, but also an important access point for advertisers and agencies so that they can come in and experience the power of digital out-of-home,” says Malone. 

With momentum continuing to build in pDOOH, advertisers are spotting new ways to bridge DOOH with channels like connected TV (CTV), a medium expected to see further growth in 2025. Strengthening the synergy between these channels will be a key trend as the industry works to unlock its full potential together. “We’ve seen consistent growth throughout 2024,” says Mary Perrella, VP of Media and Marketing at Vengo Labs, “We’ll likely see OOH play a bigger role in amplifying CTV’s reach by extending campaigns into physical spaces, helping brands deliver cohesive messaging across in-home and out-of-home screens.”

The gap between online and offline attribution is narrowing

Ali Broback, Chief Client Officer and Partner at ODN agency, emphasizes that while tracking outcomes like app downloads or web traffic is straightforward for advertisers, the next important step is to accurately measure OOH efficacy, “Brands and agencies understand that attribution is now a part of the OOH industry. It’s easy to prove app downloads or web lifts, but what will be exciting next year is seeing how we can track actual impressions delivered at the end of a campaign instead of banking on what was projected,” she comments.

Remco Dolman, CEO and founder of Spotzi agrees, highlighting the need for OOH to mirror the audience-targeting capabilities of online advertising. “There’s a wealth of data available—foot traffic, car data, and more—and we can collaborate with brands and retailers to access their data as well,” he says. “With CTV, out-of-home is becoming less siloed. We’re now able to measure two verticals in a more unified way, and I believe we’ll see a similar integration between OOH and online media in the future.”

Jonathan Mark, Managing Director of USA & Canada at Worldcom OOH, is equally optimistic about how data is transforming DOOH targeting. “We’re getting closer to making that one-on-one connection in OOH. If you look at over-the-top media (OTT), it’s about reaching specific households. OOH is getting better at leveraging data to improve targeting, like pinpointing where and how to connect with consumers at the moment of impact.”

Sustainability in media continues to be a growing priority, especially among advertisers

Sustainability is now a focal point in the media industry, reflecting a shift towards innovative products and solutions that prioritize environmental responsibility. As part of this movement, agencies are actively exploring new ways to make media planning and campaigns more sustainable. Stephanie Scheller, Managing Partner of Sustainable Solutions EMEA at Omnicom Media Group (OMG), shares that Omnicom has taken a significant step by establishing a sustainability consultancy staffed with experts in environmental studies. Combined with OMG’s media expertise, they aim to offer the best of both worlds when it comes to conscious yet effective media strategies.

“Our number one priority is effective media planning,” Stephanie says. “You can create the greenest media plan, but if you’re not reaching your target audience, you’re producing carbon emissions for no reason. We’re here to help [advertisers] make decisions that are both sustainable and impactful.” To support this, Omnicom has developed innovative tools to help optimize media mixes based on traditional key performance indicators (KPIs) and carbon emissions, allowing for more sustainable choices within existing strategies. 

Experts agree that in 2025, even more brands and agencies will choose media partners who prioritize sustainability, like those using green electricity or recyclable materials to lower carbon footprints. As new regulations make sustainability a “must-have” rather than a “nice-to-have,” change management and education will be essential in helping clients and stakeholders navigate these shifting expectations and requirements.

READ ALSO: See the latest update on Broadsign’s sustainability journey

Retail media is set to thrive as in-store media makes its mark

Retail media is expected to comprise two-thirds of a projected $67 billion in media ad spending by 2025, according to eMarketer. This surge is driving significant interest in in-store retail media, an area predicted to see major growth next year as retail media networks expand. As retailers look for ways to diversify revenue streams and optimize both in-store and digital experiences, brands will also continue to look for ways to reach audiences in-store with relevant and engaging messaging, especially as physical shopping remains a key part of the purchasing journey.

Jonathan Franco, Sales Director, Retail Media at Broadsign, envisions the future of retail media as one where physical stores transform into dynamic multimedia environments. Data-driven insights will play a key role in helping retailers refine marketing strategies, optimize store layouts, and manage inventory more efficiently. This approach also opens the door to programmatic bidding on digital in-store advertising, providing retailers with a smarter way to monetize.

“We expect programmatic retail media buying to grow, creating opportunities for advertisers to automate and optimize ad placements across both digital and physical retail spaces while keeping control,” says Jon. “This will make retail media more accessible for brands of all sizes and improve campaign efficiency. AI will be central to this transformation, enabling brands to refine campaign strategies, improve attribution models, and dynamically adjust messaging in real-time for better ROI.”

Franco also emphasizes the growing importance of blending physical and digital touchpoints, stating, “Retailers have the opportunity to blur lines between shopping and media consumption, creating consistent omnichannel experiences that engage consumers wherever they are. By turning stores into content-driven environments, retailers can operate more like media companies, using every touchpoint as an opportunity to connect with their audience.”

“When we talk about bringing our in-store signage into the media ecosystem, it’s really about capitalizing on data,” explains Malone. “How can we enrich our digital screens in and around retail locations with the data that CPG brands use to determine the best return on ad spend? It’s not just about putting video on those screens—it’s about using data and context to maximize impact.” Integrated with digital tools, in-store media gathers valuable customer behaviour and preferences data, enabling more targeted and effective campaigns.

With momentum building and new opportunities on the horizon, 2025 promises to be a standout year for OOH. From advancements in programmatic technology to deeper integration with digital channels like CTV, OOH is capturing more attention—and ad spend. Automation, data-driven insights, and new creative formats are levelling the playing field with other media, offering advertisers fresh ways to connect with audiences in meaningful, measurable ways. 

Interested in running creative and impactful DOOH campaigns in 2025? Connect with us today.