Month: June 2024

Product News | October 11, 2021

What is programmatic digital out-of-home (pDOOH)?

If your agency or brand uses online advertising, you may already know the basics of programmatic ad buying or have even set up a campaign using a demand-side platform (DSP). But even if the technology is similar, a few features of programmatic DOOH are unique compared to other digital formats, and there are certain factors to consider when integrating pDOOH in your omnichannel strategy – especially if the outdoor space is totally unfamiliar to you.

But what is pDOOH, exactly? Programmatic digital out-of-home, also known as programmatic DOOH or pDOOH, refers to the automated buying, selling, and delivery of out-of-home (OOH) advertising – that’s ads on digital billboards and signage.

Sounds simple? In a way, it is. With programmatic DOOH, computers are automating the sale and delivery of ad content in a similar way to what you see with most online advertising. Buyers will set conditions under which they want to buy media; when those conditions are met, ads are automatically purchased.

However, since programmatic DOOH ads appear out in the world and not on personal devices, your approach to building a programmatic DOOH campaign will likely differ from what you’re used to online.

Here’s a closer look at what programmatic DOOH is and how to use it to its full potential.

Jump ahead to:

What is digital out-of-home (DOOH) advertising? A quick refresher on why DOOH is great in general

Marketers are increasingly seeing the value of DOOH, and it’s reflected in the continued growth of out-of-home advertising. In fact, one-third of all OOH ad spend in 2023 was directed to DOOH — and it’s projected to grow another 10% by the end of 2024. 

So, what is DOOH media? There’s a lot to love, but here are a few standout details.

  • DOOH ads can offer unmatched size: Big digital screens offer a lot of room to execute visually stunning ideas (see our favourite OOH and billboard ads) in a way you can’t match on personal devices. Even smaller DOOH displays, like digital signage, totems, and displays on bus stops, are going to offer a larger canvas with great visual potential. 
  • DOOH is unskippable and ad-block-proof: If people are around a digital display, they’re going to see it. There are no ad-blockers, no below-the-fold positions, and no issue of users switching over to a different app or tab. That’s partly why nine in ten U.S. adults (88%) notice OOH ads, and nearly 80% have engaged with an OOH ad in the past 60 days.
  • (D)OOH supercharges your other channels: Yes, digital out-of-home and traditional OOH advertising are impactful on their own, but they shine when you pair them with other advertising channels. Research from MRI-Simmons and the Outdoor Advertising Association of America found that using OOH alongside other channels can boost reach by as much as 100%.
  • DOOH drives real-world action: A new Harris Poll study reveals that DOOH is the preferred and most motivating medium compared to other forms of advertising. Notably, 76% of recent DOOH ad viewers reported taking action in response to an ad, highlighting its effectiveness in driving consumer behaviour.

pDOOH vs DOOH: Why programmatic digital out-of-home is even better

So take everything great about DOOH and layer extra data, better targeting, and easy access. That’s what you’re looking at with programmatic DOOH. Let’s dig into that in a little more detail.

Programmatic DOOH is DOOH improved by data

  • Programmatic DOOH uses data analytics to provide detailed insights into campaign performance, including audience engagement and effectiveness. 
  • Traditional DOOH campaigns typically rely on less granular data, such as general traffic patterns and location demographics, limiting the ability to tailor and optimize campaigns effectively.

While traditional DOOH relies on more general metrics and lacks the granular data needed for in-depth analysis, programmatic DOOH uses data analytics to provide detailed insights into campaign performance, including audience engagement and effectiveness. This helps advertisers optimize their strategies and improve ROI.

The key to understanding programmatic DOOH is this: programmatic transactions allow you to set specific conditions based on external data that will trigger a DOOH ad slot purchase. The fun thing is that there are virtually no limits to the kinds of data that can be used to trigger content.

There are simple options, like having different creatives delivered based on the time of day. There are also slightly more advanced options, like the weather, daily market performance, or the ongoing results of a sporting event. You can even use live audience information to trigger content that is ideal for the majority of people at a location at any given time.

And, of course, you can use multiple triggers based on multiple data sources to get really granular with your targeting.

This all leads to great things. Using one or more data triggers to drive a programmatic DOOH campaign can open the door to creative and memorable campaigns. Better still, it helps ensure your audience sees your ads at the most relevant times.

Example: See how foodora used weather, time of day, and location data to drive a creative, effective, and very relevant programmatic DOOH campaign.

Programmatic DOOH is faster and more flexible

  • Programmatic DOOH allows advertisers to purchase ad space in real-time through automated bidding platforms, allowing advertisers to adjust their campaigns based on performance, availability, and changing conditions.
  • Traditional DOOH often requires pre-booking ad space, limiting flexibility and responsiveness.

Unlike classic or directly purchased DOOH, pDOOH allows advertisers to buy inventory in near real-time without needing upfront commitments or predefined schedules. This provides a high degree of flexibility and responsiveness, minimizes lead times, and makes optimizing ad placements and adjusting spending on the fly easier. 

Survey results from IAB Australia’s 2024 Attitudes to Programmatic DOOH report show that just over half (52%) of advertisers see programmatic DOOH as a significant or regularly considered part of their activity, and a further 36% have experimented with it. Flexible buying is a key factor, with 68% of agencies and 55% of brand marketers and advertisers citing programmatic flexibility as a major driver for usage. 

Strictly speaking, programmatic doesn’t enable anything that can’t be accomplished with a direct buy. The difference programmatic makes is in terms of speed and efficiency. You can deliver relevant messaging much more quickly and without making repeated direct buys.

In the foodora example above, audiences were delivered different messages at lunch and around dinnertime. They were prompted to go for a nice walk to pick up their food if it was sunny and to treat themselves to delivery when it was raining. The restaurants suggested to them differed depending on where they were located when seeing the ad. All of this was accomplished without additional input from foodora once the campaign had been set up.

Programmatic can help you accomplish similar results for whatever conditions you want to set. As soon as the time is right, you can automatically deliver the right message to the right screen to reach your audience, whoever they are.

Programmatic DOOH is easily accessible through leading DSPs

More and more DSPs are getting on board with programmatic DOOH. It’s making adding DOOH to multichannel campaigns much more straightforward, and we’re already seeing buyers use this opportunity significantly. 

Existing content can often be easily adapted to suit a digital out-of-home display. The medium’s support for dynamic DOOH and adaptive HTML5 formats, in particular, can greatly help buyers reuse existing content from an online and/or mobile campaign in a programmatic DOOH campaign.

As a bonus, programmatic allows you to buy across multiple publishers simultaneously. It’s much quicker and easier to build a programmatic campaign targeting screens across various networks than reaching out to each business individually to coordinate your buy.

As more DSPs begin to support programmatic DOOH and more buyers start incorporating the medium into their campaigns, the format will likely become an integral part of most mainstream media buys.

Measuring the effectiveness and ROI of programmatic DOOH campaigns

Many brands approach DOOH expecting a measurement standard equivalent to the online impression or gross rating point (GRP). However, DOOH media is different. It spans a variety of display types, not just browsers, TVs, or apps, which presents challenges in creating fully standardized metrics. 

Another key difference is that ads are served in a one-to-one environment when you load a web page, so ‘one ad served’ equals ‘one impression.’ By contrast, DOOH advertising is served in a one-to-many environment. A single DOOH ad has the potential to achieve hundreds of impressions. But how can we really know that? And what does a DOOH impression look like anyway? 

Fortunately, several reliable and rigorous measurement methods are available to help make a strong case for DOOH, and these have been bolstered even further in recent years through the growth of programmatic transactions in the DOOH space. 

Key performance metrics to measure the success of pDOOH

OOH is fundamentally a brand awareness medium. There’s lots of evidence that OOH campaigns can have a significant positive impact on metrics such as brand awareness and brand recall. However,  marketers likely also want to measure the impact of adding DOOH to their other channels. 

Technological advancements are now making it possible to obtain reliable, trustworthy, and privacy-compliant data to analyze campaign performance. Understanding which specific metrics you want to track and measure ahead of time will make it easier to design and evaluate the campaign’s overall success.

Some of the top measurement solutions for direct attribution include:

  • Brand lift: Often conducted via surveys broadcasted in geo-locations within a specific zone of the exposed DOOH screens, brand lift studies seek to measure a DOOH campaign’s effect on overall brand metrics like ad recall, awareness and perception, consideration, and intent.
  • Foot traffic attribution: Commonly used by brands with physical locations to measure a lift in store visits post-DOOH exposure, foot traffic studies provide insights into immediate attribution by mapping audience travel patterns before and after they pass specific screens or points of interest.
  • Mobile retargeting/mobile ID passback: Including mobile retargeting in your omnichannel strategy is one of the best ways to amplify your campaign. Data experts specializing in device ID passback capture device IDs when audiences enter defined location boundaries. This data is then analyzed and translated into qualified audience profiles, which can later be retargeted with mobile ads via your DSP. Capturing exposed device IDs can enable additional measurement of how your DOOH campaign impacted other media channels.
  • QR code attribution: QR codes on DOOH ads offer an interactive and accurate way to measure engagement by tracking the number of codes scanned and sequential offers delivered based on interactions. They also allow for A/B performance testing and help measure converted sales that can be directly attributed to each campaign. 

For more expert insights and campaign planning tips, check out our actionable guide, 6 steps for integrating DOOH in your omnichannel marketing strategy.

Examples of pDOOH in action

Looking for inspiration? Here are two programmatic digital out-of-home advertising examples that show how different agencies and brands have leveraged the medium.

Holt Renfrew: Driving in-store foot traffic & boosting intent

With Nordstrom closing its doors in Canada, Holt Renfrew, the country’s largest fashion and lifestyle retailer, wanted to capitalize on the shutdown of its competitor to regain market share in key customer demographics. More specifically, it wanted to boost consideration and drive consumers to its brick-and-mortar stores nationwide.

The retailer did so by simultaneously launching two large-scale programmatic digital out-of-home campaigns promoting its ‘Holts <3’ sale event, partnering with Havas agency to launch the campaign with Broadsign in major Canadian cities like Toronto, Vancouver, and Montreal.

WATCH: See how Holt Renfrew’s large-scale programmatic campaign boosted brand KPIs

Read the full Holt Renfrew case study to learn how the luxury retailer drove 400,000 store visits and a +500% lift in purchase intent with its programmatic digital OOH campaign.

Sea-Doo: Increasing Purchase Consideration in Florida

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

To reach its core audience of personal watercraft, pontoon, and fishing enthusiasts, the brand turned to programmatic DOOH — its first experience with the medium. Launched in collaboration with Touché! agency and Broadsign, the DOOH campaign ran alongside other channels like search and social media and resulted in a +144% lift in purchase consideration. The campaign also provided a major boost in brand perception, creating a +130% lift in positive brand image

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

Read the full Sea-Doo case study to learn how the brand’s first digital OOH campaign increased purchase consideration in key cities like Orlando, Jacksonville, and Tampa.

Educational resources for programmatic DOOH

Though programmatic DOOH has come a long way, even in the past couple of years, the industry still needs to overcome some challenges.

According to new research from JCDecaux UK, most people buying DOOH advertising programmatically (over three-quarters, or 77%, of UK pDOOH marketers) are always directly involved in planning or buying at least one other channel. That means most teams tasked with buying programmatic digital out-of-home (pDOOH) media today are not made up of dedicated OOH specialists but broader digital buyers who are now including DOOH in their programmatic planning mix.

While these findings indicate the increased accessibility of programmatic DOOH, they also hint at the growing need for integrated omnichannel teams to gain the OOH expertise required to incorporate pDOOH successfully and productively into their cross-channel planning.

We’ve compiled some resources to help you learn more about programmatic DOOH:

Programmatic DOOH is still relatively young, but it’s also an exciting playground for digital newcomers. Take it for a spin and see how it enhances your existing campaigns. You might be surprised by just how much it helps!

Learn how to plan, trade, and succeed in pDOOH in our specialist doohx course designed for those on the buy-side of programmatic DOOH. Upskill your knowledge or build a team ready to take advantage of the latest innovations, technologies, and opportunities pDOOH offers.

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 

Granular targeting shouldn’t be exclusive to programmatic. That’s why last year, we introduced targeting tools for directly sold campaigns executed through the Broadsign Platform, giving campaign planners the same flexibility and comprehensive targeting capabilities as online and programmatic media buyers. 

The targeting tools included the ability to 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. An intuitive map view was also introduced, allowing you to better visualize your inventory with quick filtering options by area, support for bulk location uploads, and setting radius parameters. 

This year, we’re introducing two powerful targeting upgrades for directly sold campaigns: demographics and criteria targeting. With demographics targeting, you can filter inventory by attributes like age, gender, or occupation to find the screens that will maximize campaign impact. We’ve also enhanced criteria targeting, giving you more granular control over inclusion and exclusion rules. For example, when building a proposal for an alcohol brand, you can now quickly exclude screens that don’t allow alcohol ads from your inventory search in just a few clicks. 

These new additions to the Broadsign Platform not only reduce the manual work required for inventory discovery but also give your team the opportunity to be a more strategic partner to buyers. We’re also excited to share that these enhanced targeting capabilities are now available to Broadsign customers worldwide! 

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. Last year, we released our in-platform creative management tools, which allowed you to create, edit, manage, and assign campaign creatives with ease. On top of that, we also made it possible for you to push your campaigns live through the Broadsign Platform, eliminating the need to go through Broadsign’s desktop tools. 

In this latest update to the Broadsign Platform, we’re introducing creative scheduling. You’ll now be able to apply multiple scheduling options to your creatives, making it easier than ever to deliver the right message at the right time. You can also target your content by time of day or event, making it easier than ever to adapt your messaging to dayparts or changing campaign goals. Finally, you can update your creatives in real-time, allowing you to plan and deliver up to 55% of your campaigns in one unified workflow directly in-platform. 

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:

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.

Line item list

You can now access a list of all line items directly through the navigation bar. Operations teams now have a more precise and comprehensive view of all bookings made on your network.

Dashboard customization

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

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

Product News | October 11, 2021

How to integrate in-store digital signage into your retail media network

If your retail media network (RMN) is thriving online but underutilized in-store, you’re not alone, and there’s untapped value waiting on the sales floor. While many retailers have monetized their websites and apps, in-store signage often remains overlooked and disconnected from broader retail media efforts.

Forward-thinking retailers are closing the gap by deploying in-store screens or connecting existing ones to their broader retail media ecosystem using specialized digital signage software. From investing in new displays to syncing with data systems, workflows, and programmatic platforms, they’re transforming stores into dynamic, measurable environments that complete the omnichannel shopper journey.

The benefits go far beyond operational efficiency. As of 2025, more than 200 RMNs operate globally, each with its own formats, technologies, and measurement frameworks. This fragmentation has become a major challenge, with marketers calling for more standardization to unlock the next wave of retail media investment. Integrating in-store signage into a cohesive strategy helps retailers close the loop—connecting the full shopper journey, enabling comprehensive measurement, and driving long-term growth for both themselves and their brand partners.

Whether your goal is to enhance in-store advertising, maximize ROI on existing hardware, or deliver smarter, data-driven shopper experiences, this roadmap will help you turn screens into a strategic cornerstone of your retail media network.

Why digital signage is critical to your retail media strategy

Despite the rise of e-commerce, 80% of purchases still happen in-store, making the physical store a high-impact, yet often underutilized, media environment. Still, many RMNs prioritize digital channels like websites, apps, and email, overlooking the opportunity to bring that same power to the sales floor.

Digital signage bridges the gap between digital media and in-person purchase moments. It turns your store into a full-funnel, monetizable channel that enhances, not competes with, your broader retail media strategy. Here’s how:

  • Connects online precision to in-store decisions: Bring the targeting and flexibility of digital media into the physical store, where buying decisions are made, with dynamic, contextually relevant content—brand campaigns, personalized promos, seasonal messaging—delivered right where buying decisions happen.
  • Monetizes real-world traffic: Turn foot traffic into a scalable revenue stream by offering brand partners premium placements on high-visibility screens, targeted by location, time, or context—especially impactful during add-to-cart moments.
  • Delivers measurable, flexible performance:  Modern digital signage platforms integrate with your data and ad tech stack, enabling real-time scheduling, updates, and reporting. Track key metrics—product engagement, sales lift, dwell time—and connect in-store exposure to online behaviour.
  • Enhances the shopper experience: Effective signage supports the customer journey, not disrupts it. From back-in-stock alerts to curated promotions, digital displays make in-person shopping more engaging, relevant, and responsive.
  • Powers your omnichannel strategy: Signage closes the loop between discovery and conversion, syncing messaging across email, mobile, online ads, and in-store screens so shoppers experience a consistent, connected journey.

READ ALSO: Why in-store media is essential for forward-thinking retail media strategies

Integrating digital signage into a unified retail media strategy

Whether you’re building from scratch or integrating existing screens into your retail media stack, you need to lay the right foundation. That means designing a signage strategy built for scale, content relevance, and future monetization — and then connecting it to the data, workflows, and systems that power your RMN.

As Jonathan Franco, Broadsign’s Global Head of Retail Media, notes in a recent piece on bridging lessons from digital out-of-home (DOOH) to in-store media: “The OOH market has taught us that success isn’t just about having screens in impactful locations; it’s about playing the right content in the right place at the right time.”

In other words, a successful signage strategy goes beyond high-traffic ad placements or hardware specs. It’s about creating strategic touchpoints that support the full shopper journey and integrate seamlessly with your broader digital media operations.

Here’s how to bring it all together:

1. Plan your screen zones with both placement and content in mind

Think like a media planner, not just a merchandiser. Whether you’re starting from scratch or expanding an existing setup, begin by aligning screen placement with key shopper moments:

  • Entrances: High-impact campaigns and branded takeovers
  • Main aisles: Seasonal themes or product spotlights
  • Promo zones & end caps: Shoppable content, limited-time offers
  • Checkout areas: Loyalty messaging, app signups, basket-building prompts
  • Specialty departments (e.g., pharmacy, bakery, butcher): Context-specific content like curated product picks, pairing suggestions, or department-specific promos 

Once placement is mapped, define content zones and use cases that bring structure and scalability to your network:

  • Utility-first content like wayfinding, back-in-stock updates, and localized promos
  • Retailer-owned storytelling through seasonal campaigns or private label features
  • Brand-sponsored media with paid placements, co-branded messages, and monetizable ad space

Pro tip: Map screen zones based on foot traffic, dwell time, and product affinity to guide content planning and ad pricing. This helps ensure a coherent in-store experience while maximizing the media value of each screen.

2. Keep it flexible and connected

Retail moves fast — and so should your signage. Choose a retail digital signage platform that’s not just flexible but also built to integrate with your broader retail media stack. In particular, look for solutions that support:

The more your signage tools sync with your RMN systems, the easier it is to deliver value to brand partners and internal stakeholders alike.

READ ALSO: How to choose the best digital signage software for your business

3. Align signage with your cross-channel media strategy

The same shopper might see your ad on social media, browse your website, and visit your store—all in a single day. To keep pace, your content and media offerings should reflect a cohesive journey. When deployed strategically, in-store screens become physical extensions of your digital media plan — not standalone inventory.

For marketers, that means:

  • Repurposing assets from other RMN channels (e.g. email banners, social creative, seasonal campaigns)
  • Reinforcing digital campaigns or driving app engagement via in-store screens
  • Ensuring messaging is consistent across in-store and online touchpoints
  • Bundling signage with other digital placements in your media kits
  • Offering tiered packages with omnichannel reach or localized activations
  • Providing turnkey creative support to streamline advertiser onboarding

When thoughtfully integrated, digital signage becomes a powerful part of your go-to-market strategy, helping brands reach shoppers with the right message at the right time, both online and offline. Integration isn’t just about technology; it’s about alignment across content, channels, and teams.

4. Centralize measurement and reporting

One of the biggest hurdles in building or scaling digital signage within your retail media strategy is measurement. Without a clear plan, in-store signage can quickly become disconnected from your broader performance story—making it harder to justify spend or demonstrate value to advertisers.

To avoid that, build signage into your reporting framework from day one. Start by tracking foundational metrics:

  • Screen-level impressions and play counts to understand exposure volume
  • Dwell time to assess attention and engagement
  • Content playback logs to validate ad delivery and campaign pacing

Then, go deeper by connecting signage exposure to in-store outcomes, like product interaction, add-to-cart moments, or sales lift. These insights help prove that your in-store media is driving real business results, not just awareness.

By applying consistent measurement frameworks across both online and offline channels, you can tell a unified, full-funnel story. Mirroring key OOH and digital metrics—like reach, frequency, and lift—helps demonstrate how in-store signage works in tandem with campaigns on email, mobile, and paid social.

Modern digital signage platforms provide unified in-store reporting, making it easier to analyze performance, share results with brand partners, and refine campaigns in real time—turning in-store media into a measurable, scalable revenue channel within your retail media network.

READ ALSO: Discover how the OOH industry is leveraging technology to achieve more measurable campaign outcomes in our guide to out-of-home measurement, attribution and audience extension.

Ready to make your in-store signage a seamless part of your RMN?

Whether you’re planning your first deployment or optimizing existing screens, Broadsign’s industry-leading platform makes it easy to connect your in-store signage with the rest of your retail media ecosystem. With over two decades of experience in digital out-of-home, we help retailers build, manage, and monetize scalable signage networks that align with your broader media strategy.

Get in touch to see how we can help you unlock the full value of your in-store presence.

Product News | October 11, 2021

Broadsign Unveils Automated In-Advance DOOH Transactions

New platform capability to extend and simplify traditional DOOH and OOH buys through automated trading platforms; early adopter WPP Media Netherlands, formerly GroupM Netherlands, one of the first to deliver DOOH campaign with the technology

MONTREAL, June 3, 2025 – Broadsign today announced Broadsign In-Advance. Breaking down longstanding accessibility barriers to out-of-home (OOH) advertising, the new Broadsign Platform capability unlocks automated in-advance Digital OOH (DOOH) transactions, with support for static OOH transactions anticipated via a future update. Programmatic media buyers can now leverage Broadsign In-Advance to secure guaranteed DOOH campaigns months ahead of delivery using technology built on top of familiar automated trading tools. It also allows direct DOOH buyers to streamline historically lengthy buying cycles, saving hours spent manually discovering, curating, and reserving inventory. 

With most OOH and DOOH media purchases still taking place manually, Broadsign In-Advance is designed to enable programmatic and traditional buyers to use automated, dynamic processes for guaranteed in-advance buys. It improves planning flexibility, significantly reduces back-and-forth communications between media buyers and owners to confirm the availability of and secure inventory, and simplifies campaign adjustments. The advancement further unlocks the data-driven targeting available via programmatic buying platforms for more traditional DOOH buys, so media buying teams can make more informed decisions to maximize the performance of their reserved campaigns.

DOOH media owners who make their inventory available for in-advance buys via the new capability similarly benefit from more efficient transactional processes and enhanced revenue potential through access to new buyers. They can choose the inventory they want to make available, and Broadsign In-Advance will automate bookings based on their defined business rules. Demand partners who activate the new capability via their Broadsign Supply-Side Platform (SSP) integration will be able to unlock previously unavailable inventory to support new campaign types and maximize profitability. 

WPP Media Netherlands (formerly known as GroupM Netherlands) has already tested the new capability to secure DOOH ads across the Netherlands via OutMoove, the inaugural DSP to integrate with Broadsign In-Advance. As Broadsign evolves the technology, it will continue to enlist new demand and both digital and static OOH media owner partners worldwide. Representing one of the first agencies to execute a transaction supported by Broadsign In-Advance, WPP Media Netherlands Practice Lead OOH Noella Klein Ikkink said, “We see the potential of Broadsign In-Advance to increase efficiency for media buyers for standalone direct buys or in the mix with programmatic activation. It could also facilitate more streamlined, packaged buys alongside current buying methods and open up more opportunities to determine the best path forward, depending upon our planning strategy and budget.”

“OOH is one of the most enduring ad mediums today, yet it’s one of the most complex to transact outside of programmatic, which only accounts for less than ten percent of global digital buys, a figure that excludes static buys. Booking OOH and DOOH ads today should be as easy as securing a hotel or flight, and automation is the key to making this possible,” explained John Dolan, Vice President, Global Head of Media Sales, Broadsign. “Broadsign In-Advance is the next step in facilitating an industry-wide transition to more automated transactions. It introduces tech-driven advancements that will make the channel more accessible and elevate the quality of campaigns, helping to usher in a new era of growth for OOH.”

Broadsign’s new in-advance DOOH transaction capabilities are accessible to Broadsign SSP customers and demand partners for early adoption today via the latest platform update. Get in touch with a Broadsign representative to learn more or check out this blog post to better understand how automation can transform both OOH and DOOH. Broadsign encourages media buyers to consult with their preferred demand partner to confirm present or future plans to support Broadsign In-Advance. 

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