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

What’s new on the Broadsign Platform: Highlights from our latest webinar

At our most recent webinar, our VP of Products, Francois Hechme, and Senior Directors of Products, Gavin Lee and Seamus Hunn, presented the 2025 roadmap for the Broadsign Platform. The presentation showcased the upcoming enhancements designed to optimize processes, improve productivity, and unlock new revenue opportunities for out-of-home (OOH) media owners. 

Looking back on what we accomplished in 2024

Before we look at what’s to come, let’s highlight some of the changes we made in 2024 that helped you operate a little more efficiently every day. 

Improved campaign planning and management to better meet customer needs

Enhancing our campaign planning and management capabilities was a big focus for us last year. The first notable change was the integration of the Guaranteed Campaigns module, formerly known as Broadsign Direct, into the platform interface. Another big capability that was brought onto the platform was creative management tools, allowing you to create, edit, manage, and assign campaign creatives with ease. Finally, we introduced new targeting tools and a map view to better visualize your inventory for directly-sold campaigns to provide media owners with the same flexibility and comprehensive targeting capabilities as online and programmatic buyers.

Campaign optimization tools to help you make the most out of your inventory 

Another big focus of last year was campaign optimization, which was heavily driven by Broadsign’s optimization engine. Composed of two functionalities – campaign rebalancing and reallocation – our optimization engine is designed to ensure that your campaigns deliver on target while optimizing your inventory availability to boost sales. Below we highlight a few ways that media owners benefited from Broadsign’s optimization engine in 2024.

Campaign rebalancing

As a refresher, our rebalancing feature modifies the pace at which a campaign is delivered. It will speed up or slow down campaign delivery to help under or overperforming campaigns stay on target and meet campaign objectives. 

In 2024 alone, 26% of all campaigns booked through Broadsign Guaranteed Campaigns required some level of rebalancing. Customers who leveraged our rebalancing feature had three times more campaigns on target and 37% fewer campaigns that were underperforming. 

Campaign reallocation

The second functionality of our optimization engine is the reallocation feature, which is used at the time of booking. If an advertiser’s incoming request requires a screen that is already booked by another campaign, the system will automatically reorganize how screens are allocated to each campaign while ensuring that newly allocated screens still fit campaign requirements. 

Given that each media owner’s network is different, the data varied for this capability. While most were able to accommodate on average 10% to 20% more campaigns with our reallocation feature, a few select were able to achieve up to 40% more campaigns. 

Without Broadsign’s optimization engine automatically reallocating screens to optimize fill rates, media owners would have to manually reshuffle campaigns to accommodate incoming demand. Not only is that a time-consuming and inefficient process that cannot scale with your business, but it also can’t achieve the same results as our optimization engine. 

Growing our trading capabilities to connect you to more buyers

Last but not least, one of the biggest moments for our programmatic business last year was the acquisition of OutMoove, which includes its business and DOOH demand-side platform (DSP) technology. This has enabled OutMoove to focus on scaling its unique OOH specialist agency workflows and support globally while giving Broadsign access to OutMoove’s expertise and specialist OOH clients. 

Furthermore, we worked closely with media owners to expand our inventory, leading to 72% more screens that were onboarded onto Broadsign’s programmatic supply-side platform (SSP) and Header Bidder. The expansion of inventory led to 43% more unique advertisers transacting with Broadsign and 36% more impressions transacted. 

What you can expect from Broadsign in 2025

Evolving campaign planning and management in the Broadsign Platform

One of Broadsign’s key focuses this year will be the continued evolution of our campaign planning and management capabilities within the Broadsign Platform. This focus is divided into three big initiatives: the first is the next enhancements to our creative management capabilities, the second is the continued modernization of Broadsign Guaranteed Campaigns’ workflows, and finally, the unification of static and digital workflows. 

Creative management in the platform

When examining what creative management capabilities we wanted to bring in-platform, we extensively studied the use of creative capabilities within our standalone products. This allowed us to map out the rollout of in-platform creative capabilities in three separate phases. The first phase was released last year, allowing you to schedule one or multiple creatives for all line items within a campaign. 

The next phase, which is currently in development and expected to be released in the first half of the year, will allow you to set multiple schedules for your creatives and be applied to all line items in a campaign. Finally, the last phase which is expected to be ready by the latter half of the year, provides you with full flexibility by setting multiple schedules for each line item in a campaign. Once these two phases have been completed, we’ll be shifting our focus to expand our supported content types from just accepting images and videos to also include HTML and web redirects.

Modernizing the line items workflow

The line item workflow within our Guaranteed Campaigns module is one of the most used workflows in our platform. This is where you typically plan, check availability, and book your line items for a campaign. In 2024, we created the Line Items list, which is easily accessible through the navigation bar. Since its launch, this feature has been well-loved by users, as ad operations teams can quickly sort and filter through the list, allowing easy identification of line items that need monitoring and troubleshooting.

This year, we’re working on further enhancing the line items workflow so that you can accommodate more campaigns, better tailor them to client needs, and work more efficiently. The new enhancements include a new view for when you’re creating new digital line items, making it easier to understand your inventory availability and how to optimally fill your network. We’re also adding a multitude of new targeting options, providing you with more flexibility in how you package your inventory to better meet advertiser’s needs. 

Unifying static and digital workflows in-platform

At our last customer summit, Broadsign Connect 2024, we presented some key findings from our State of Static OOH report, which found that 69.8% of media owners operate a hybrid network, meaning that they have both static and digital OOH inventory. Given this data, another enhancement to our campaign planning and management capabilities this year will be to unify static and digital OOH workflows in the Broadsign Platform. 

Doing so would allow you to book digital and static inventory in a single campaign, saving you time by eliminating the need to switch between modules in the platform. The unification of workflows would also allow for seamless planning as you’ll be able to book all inventory types in one place, as well as use map visualization and set impression goals for static campaigns. Finally, integrating the operations of both mediums would allow you to consolidate tracking and reporting, providing advertisers with a more holistic view of how OOH works to meet their objectives. 

Expanding our trading capabilities to connect media owners to more buyers

Another key focus for 2025 will be continuing to extend our trading capabilities to connect media owners to more demand. We’re doing so by enhancing our real-time programmatic transactions with features that reduce friction, and increase demand and yield.

New AI creative assistance and extended competitive separation for Broadsign’s Programmatic SSP

Regarding upcoming enhancements to support programmatic DOOH, the first big item will be the introduction of our Header Bidder Pro. Building on our existing header bidding capabilities, the Pro version will support the execution of price-based auctions as well as brand separation features across multiple supply-side platforms (SSPs). This upgrade in header bidding capabilities will optimize your demand channels, help you increase programmatic yield, and consolidate your programmatic scheduling. 

Another exciting update will be enhanced programmatic creative management workflows. This includes the unveiling of our new AI Assistant. This patent-pending tool is designed to reduce the time media owners spend on repetitive tasks, like reviewing, categorizing, and approving incoming ad creatives from programmatic bids sent through DSPs. 

Automating the categorization process improves accuracy, as the system will learn and refine its recommendations the more it’s used. Broadsign’s AI Assistant can also minimize common misclassification errors and quickly identify sensitive content that could hinder brand safety efforts. Finally, with programmatic demand expected to increase in the coming years, the AI Assistant will seamlessly scale to support your growing demand. 

Bridging the gap for reporting in OOH with our unified reporting module

In today’s advertising landscape, data drives revenue – access to real-time data helps keep you agile and ahead of the competition. Recognizing this need, another key focus will be to build a unified reporting module in-platform, providing you with a real-time view of how your network is performing at any given moment. 

In terms of specific capabilities, the new reporting module will consolidate key data across all products, allowing you to evaluate all aspects of your business. The module will have an overview dashboard that provides quick and real-time data at a glance, but also a secondary view where you’ll be able to drill down into specific data points. You’ll also be able to set a schedule for when reports should be sent to you by email, as well as extract data from the module to import it into your BI tools. 

This latest series of updates is another step forward in Broadsign’s mission to transform how brands, agencies and media owners buy, sell and deliver OOH campaigns. For media owners, the latest evolution of the Broadsign Platform will allow them to deliver more campaigns, more efficiently, and always with the same reliability. 

Product News | October 11, 2021

Putting people first: Why Broadsign was named one of Canada’s top employers

Recently, we announced that we have been recognized as one of Montreal’s Top Employers, and now, we’re thrilled to share that Broadsign has been named one of Canada’s Top Small & Medium Employers, too! This award recognizes small and medium-sized businesses across the nation that foster positive workplace cultures through progressive and forward-thinking human resources policies.

Seeing as we’ve put a lot of work into building a workplace where everyone feels welcome, achieving this honour for a sixth consecutive year matters greatly to us. 

What makes Broadsign such a special place? When employees talk about what they love most about working here, the answer is almost always the same: the team makes all the difference. But it’s not just about the colleagues we collaborate with—a people-first attitude is embedded into our company DNA. Whether it’s reflected in the perks that support a healthy work-life balance or in the managers who champion growth and encourage everyone to bring their best to the table, it all comes down to one thing at Broadsign: the people.

Don’t just take our word for it—some of our Broadsigners have shared what they believe makes Broadsign one of the top employers in Canada. Check out what they have to say below. 

An emphasis on professional development and continued learning

Business Analyst Viraj Gandhi has been part of the Broadsign team for over six years. When he first joined, he was new to the world of finance, so he focused on projects and tasks that would help him gain a deeper understanding of how a finance team operates. Through this hands-on experience, he became familiar with customers and vendors, as well as key processes like accounts receivable and accounts payable.

Viraj quickly picked up the concepts and found himself increasingly drawn to the department’s work. Eager to grow, he approached his manager to express his interest in learning more and taking on greater responsibilities.

“In my day-to-day as a business analyst, the first thing is, of course, coffee,” he says, laughing. “But after that, it’s my job to shed a lot of light and provide as much information to various corners of the company as possible.”

So, what about Broadsign that makes it such a great workplace? For starters, it’s the company’s emphasis on well-being. The company’s leadership team understands that the best work happens when employees feel united and understood and operate under a shared mission. 

But it goes beyond cocktail hours and good vibes. When Viraj began to express interest in his professional development, he felt supported. His manager encouraged him to take the leap. 

“My manager gradually exposed me to more difficult reporting while always being available to answer and explain any questions I had along the way.” This little extra boost encouraged him to pursue a certification program (FMVA), propelling him to his new job title of Business Analyst.

“There’s a strong emphasis on professional development [at Broadsign] and to continue learning.”

Putting people first, every step of the way

Since joining the company in June 2022, Daniela Rousse, Human Resources Operations Specialist, has become part of a team committed to supporting its employees in ways that go beyond perks and payroll.

It’s not just the HR team—leadership across the company consistently prioritizes people in every decision. “Our team is passionate about our people,” Daniela says, describing Broadsign’s culture. “And our goal is ultimately to help them grow both professionally and personally.”

By actively listening and striving for continuous improvement, Daniela explains, the team works hard to ensure employees feel truly seen, heard, and supported.

Commitment to work-life balance

As a Technical Account Manager, David Muraca’s days are busy at Broadsign. On any given day, you can catch him guiding clients through technical walkthroughs and trainings, managing projects, and more. His role requires agility and an understanding of the products and clients.

Though the work is challenging, David says it isn’t just the work that keeps him motivated, he’s also driven by the corporate culture at Broadsign. 

“I do find that Broadsign is competitive in terms of its benefits,” he says. As a father of two, ensuring he has enough work-life balance is important. But, he says, Broadsign lets him manage his schedule and be there for his children if anything comes up—which sometimes happens with two little kids. 

Having the flexibility to balance his career and busy family life is part of what makes his life at Broadsign so rewarding. 

Where passion meets purpose

Sabrina Allard, Director of Product Marketing, joined the Broadsign team in 2019. Back then, the product marketing team was one person—her. Fast-forward a few years, and today, the team consists of four individuals managing the company’s entire product marketing efforts.

Throughout her time at Broadsign, Sabrina has been involved with countless projects that have involved cross-collaboration with many different departments.

“Everyone is so passionate and driven. There’s so much energy and heart behind everything we do here,” she says. Ultimately, dedication and commitment are two elements that make working at Broadsign meaningful.

Working together to make great things happen 

Broadsign is the kind of employer that empowers its team to speak up, take initiative, and grow professionally. This mindset is what drives us to keep raising the bar while staying true to our people-first values. We’ve always believed that great things happen when we prioritize our people, and earning this recognition is yet another reflection of that commitment.

If you’re looking for a workplace that empowers, supports, and uplifts you, check out our job openings here.