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 via the Broadsign Ads DSP 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 Ads DSP, 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

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.

Product News | October 11, 2021

Sanctuary Billboards: Elevating Kuala Lumpur’s advertising landscape with the Broadsign Platform

Out-of-home advertising is having a banner year, with OOH advertising revenue having increased by 3.4% in the second quarter of 2024, according to the OAAA. 

The rise of digital out-of-home (DOOH) is fueling this growth, largely due to technological advancements. Given all this momentum, it’s not surprising to see OOH and DOOH gaining traction worldwide, especially in a country like Malaysia, which has the sixth-largest GDP in Southeast Asia.

One billboard company is leading the charge in Malaysia’s increasingly competitive advertising landscape. Sanctuary Billboards is a media owner committed to delivering high-quality advertising in the country’s capital, Kuala Lumpur. Under the leadership of its CEO, Paul James Sapwell, the company’s philosophy is quality over quantity, focusing on acquiring only the best sites for both its static and digital inventory to deliver maximum impact. Strategically speaking, this enhances the aesthetic appeal of the advertisements and drives higher traffic numbers compared to competitors.

Sanctuary Billboards’s screens feature dynamic and varied content that captures the attention of passersby and keeps the visual experience fresh, engaging and, most importantly, compelling while delivering impactful and effective advertising on every screen. 

Harnessing the power (and potential) of DOOH in Malaysia 

What does DOOH bring to Sanctuary Billboards? According to Nick Sapwell, the company’s Digital Production Manager, digital screens are a platform that can provide endless possibilities. “We are particularly excited about the fact that our billboards are eye-catching in a way that most other advertising platforms are not. Unlike other forms of advertising that can be skipped or ignored, outdoor ads demand attention, leading to superior turnover rates and greater brand recall,” he says.

What does the future hold for programmatic DOOH? 

Programmatic DOOH (pDOOH) exchanges promise expanded reach, increased revenue, and a rising demand for inventory. Though still a relatively small segment, pDOOH is experiencing rapid growth in the region, and Sanctuary Billboards is ahead of the curve and in dialogue with most stakeholders.

“Sanctuary Billboards’s choice to partner with Broadsign was driven by its mission to offer the best quality screens and sites. Broadsign’s reputable CMS system provides the flexibility needed to meet diverse client demands,” said Nick Sapwell. In addition to leveraging the Broadsign Platform, Sanctuary Billboards is developing proprietary software for reading Broadsign’s APIs. This move marks another innovation by the media owner that will provide clients with comprehensive data reports to further enhance the value it brings to its partners and customers. 

Looking ahead, Sanctuary Billboards plans to reinvest profits from its existing digital screens by converting more static sites into digital ones. The company is also keen to grow its offering, expanding into offering ad creation services to its clients in video production and editing. Content customisation which is relevant to viewing situations ensures effective communication, a point of difference learned from Sanctuary’s strategic partner, Plan B Media.

Ultimately, Sanctuary Billboards is about more than just advertising. It’s an organization that embraces the opportunity to set new benchmarks in quality and innovation within the industry. With a strong foundation and a clear vision for the future, Sanctuary Billboards is well-positioned to continue its growth and solidify its status as a leader in Kuala Lumpur’s OOH advertising landscape.

Want to grow your out-of-home network? Schedule a live demo to see how we can help make that happen!