Programmatic Digital OOH drives a +125% lift in purchase intention for Uber Eats
Online food ordering and delivery platform Uber Eats wanted to increase brand awareness and purchase consideration for its delivery application. Launched in 2014 by Uber, the brand is operational in over 6,000 cities in 45 countries and has couriers delivering meals by car, scooter, bike, or on foot.
Wanting to raise awareness for its ‘No Delivery Fees’ promotion, the brand launched a programmatic digital out-of-home (pDOOH) campaign in select markets in the Netherlands.
To measure the impact of the pDOOH ads on ad recall, interest, attribution, consideration and purchase intention, a brand lift study was conducted in collaboration with Broadsign and Happydemics.
Strategy
The programmatic DOOH campaign was launched with agency partner EssenceMediacom and out-of-home expert Broadsign. Working with OutMoove demand-side platform (DSP), the campaign ran alongside other channels, including paid social and online video.
Broadsign worked closely with EssenceMediacom and Uber Eats to determine campaign parameters, creating proposals that included audiences, locations, venue types, and more. Campaign proposals and creatives were then uploaded and launched via OutMoove DSP, which also provided reporting on campaign performance.
Ads ran across several major cities in the Netherlands, including Rotterdam, Eindhoven, and Haarlem, reaching high-traffic locations like train stations, malls, urban panels, bus shelters, and gas stations. Over the course of the campaign, more than 7.6 million ads were served, generating over 27.8 million total impressions. The OOH vendors involved included Global Netherlands, Clear Channel Netherlands, JCDecaux Netherlands, CSDM, and Ocean Outdoor Netherlands.
Results
The results showed that ad interest nearly doubled among those who recalled the ads compared to those who didn’t, demonstrating the campaign’s effectiveness in capturing audience attention. Additionally, there was a 2X increase in purchase consideration, with the campaign ranking in the top 15% for purchase consideration within the food delivery category across all media platforms.
“Broadsign enabled us to quickly activate our programmatic DOOH campaign, allowing us to reach a contextually relevant audience at scale. Their audience and location data were crucial in targeting potential viewers and delivering the right message across various formats seamlessly. Additionally, the flexibility to update creatives during the campaign ensured our messaging stayed fresh and effective throughout. Broadsign’s support made the entire process smooth and efficient, helping us achieve impactful results,” says Fadli Gunawan, EMEA Brand Media Lead at Uber.
Want the campaign highlights? Check out the infographic below.
Product News | October 11, 2021
Reaching Singapore commuters at scale: How Stellar Ace transforms everyday transit journeys into meaningful brand connections
Singapore is a city in constant motion. Every day, millions of commuters navigate the island’s extensive transit network—travelling through SMRT stations, riding buses through neighbourhoods, and moving between the central business district and residential heartlands. For Stellar Ace, the media and advertising arm of SMRT, these transit journeys represent powerful opportunities to connect brands with audiences in contextually relevant moments.
Operating Singapore’s largest transit-based out-of-home network, Stellar Ace manages more than 15,000 digital and static advertising assets that deliver over 1.3 billion weekly impressions across the island. We sat down with Tony Heng, President of Experience, to learn how the company is redefining transit advertising in one of Asia’s most connected cities with the help of the Broadsign Platform.
Powering this vast network is Broadsign, the technology partner that enables Stellar Ace to deliver advertising at unprecedented scale and sophistication. Broadsign powers Stellar Ace’s digital screens and provides state-of-the-art capabilities that make every campaign execution seamless, dynamic, and effective. From centralized content management to real-time campaign optimization, Broadsign’s platform serves as the operational backbone that transforms Stellar Ace’s extensive physical infrastructure into an intelligent, responsive advertising ecosystem.
WATCH: How Stellar Ace and Broadsign are turning transit journeys into brand connections across Singapore
From transit operator to media powerhouse
As the media arm of SMRT, one of Singapore’s major public transport operators, Stellar Ace occupies a unique position in the city-state’s advertising landscape. The company doesn’t just sell advertising space—it orchestrates brand experiences across an integrated ecosystem where millions of Singaporeans commute, shop, work, study, and play.
“We turn everyday transit journeys into meaningful media touchpoints, connecting brands with millions of commuters,” explains Heng. With approximately 4,000 train assets, 11,000 street-level screens, and 80 mall assets, Stellar Ace delivers both the scale and precision that modern advertisers demand.
Audience intelligence at the core
What sets Stellar Ace apart in Singapore’s competitive media landscape is its audience-centric, data-driven approach. Through DataPro, the company’s in-house data and insights team, Stellar Ace combines multiple data sources to build detailed commuter personas—from young professionals to families to value-conscious consumers.
“We care about what advertisers want,” says Heng. “By combining different data sources to segment commuter personas such as young professionals, families, and gamers, we help brands connect with the right people in the right context.”
This intelligence allows advertisers to move beyond simple reach metrics and target audiences based on behavioural patterns, journey habits, and demographic profiles. Whether a brand wants to reach CBD professionals during morning commutes or families in residential neighbourhoods during evening hours, Stellar Ace’s data capabilities enable precision at scale.
Every street, every screen, islandwide
Stellar Ace’s network architecture reflects Singapore’s unique geography and commuting patterns. The company’s assets span four key categories:
Train: SMRT trains and stations, including high-traffic locations like Orchard, Bayfront, and Serangoon, delivering 33.4 million weekly impressions island-wide.
Street: More than 11,000 static and digital bus shelters, bus shelter rooftops, in-taxi screens, overhead bridges, linkways, and HDB (public housing) locations, generating more than 528.6 million weekly impressions
Malls: Commercial and lifestyle spaces that capture audiences during shopping and leisure activities, contributing more than 6.5 million weekly impressions
Online: The WINK+ mobile app extends the network into the digital realm
“From CBD to heartlands, we provide advertisers with both scale and precision, reaching audiences everywhere they go,” Heng emphasizes. This comprehensive coverage ensures brands can maintain consistent visibility throughout the consumer journey—from morning commute to workplace to evening shopping trips.
Industry reach that mirrors Singapore’s economy
Stellar Ace’s client base reflects the diversity of Singapore’s economy. The network serves retail, finance, F&B, technology, government, and lifestyle sectors—supported by what Heng describes as “the largest transit OOH footprint in Singapore.”
This industry reach at scale makes Stellar Ace particularly valuable for campaigns requiring both mass awareness and targeted precision. A financial services brand can reach business professionals in the CBD while simultaneously maintaining visibility in residential areas. A retail brand can synchronize messaging across train stations and nearby shopping malls.
The connected commuter ecosystem
Perhaps most importantly, Stellar Ace has created what Mr. Heng calls “a connected ecosystem that captures audiences as they commute, shop, work, study, and play.” This isn’t just about placing screens in transit locations—it’s about understanding the full context of commuters’ daily lives and creating meaningful brand touchpoints throughout.
In a city where 75% of daily trips are made on public transport, and where the average commuter spends significant time in transit, these touchpoints represent valuable attention opportunities. Stellar Ace’s integrated approach ensures brands can deliver contextually relevant messages at the moments when audiences are most receptive.
Powered by Broadsign
Managing a network of this scale and complexity requires sophisticated technology infrastructure. Stellar Ace relies on Broadsign’s platform to streamline operations, optimize inventory management, and enable the dynamic, data-driven campaigns that modern advertisers expect.
As Singapore continues to evolve as a smart city and regional business hub, Stellar Ace’s position at the intersection of transit, technology, and advertising positions the company to shape the future of OOH in Asia. With islandwide coverage, audience intelligence capabilities, and the operational backbone provided by Broadsign, Stellar Ace is transforming how brands connect with one of the world’s most connected urban populations.
Product News | October 11, 2021
Broadsign Accelerates APAC Expansion with Four Strategic Appointments
Key hires underscore company’s ambitious growth trajectory and commitment to regional market leadership
SYDNEY, February 26, 2026 – Broadsign, a global leader in Out-of-Home (OOH) and Retail Media advertising technology, today announced four key appointments across the Asia-Pacific region.
The strategic hires – spanning Service Delivery, Account Management and Sales – reinforce the company’s commitment to delivering cutting-edge OOH and Retail Media solutions.
Broadsign empowers brands, agencies, media owners and retailers to harness the full potential of OOH and in-store advertising through automation and monetisation. With consistent growth across both sectors, the company is scaling its APAC footprint in order to meet escalating market demand and continue providing a best-in-class service for its customers and partners. The new hires include:
Adel Dani Kabbara joins as Regional Service Delivery Director across APAC and holds extensive experience across customer success, technical account management, strategy and technical solutions, gained through his time with the likes of Criteo, Tealium and RadiumOne. Kabbara will be responsible for ensuring world-class implementation and customer success across the region.
Alec Jeffrey joined Broadsign in early 2026 from B2B publisher Octomedia, where he served as Group Sales Manager. In his new role as Sales Executive, Jeffrey will be responsible for driving adoption of Broadsign’s recently revolutionised platform amongst OOH media owners and retailers.
Alexandra Martin also joins the business as Sales Executive, working with brands, agencies and demand-side partners to deliver further growth across the programmatic OOH ecosystem. Martin brings deep media expertise and relationships from the likes of Seedtag, JustEggs Digital and SBS Australia, where she has previously held a number of Sales and Solutions focused roles.
In addition to the above hires, Bryan Magee has recently joined Broadsign in a consultative capacity, focused on the implementation and delivery of Broadsign’s automation strategy. Magee is somewhat of an industry legend and brings a wealth of OOH and agency experience, having previously held numerous senior roles with Dentsu and WPP Media. More recently, Magee has consulted to numerous tech companies, start-ups and media agencies.
Leadership Perspectives:
Broadsign’s Regional VP of Platform Sales, Ben Allman, commented: “We feel incredibly fortunate to be welcoming such a brilliant bunch of people to the business at what is an incredibly exciting time for Broadsign both locally and globally. The knowledge, ambition and experience which Alec, Alex, Bryan and Dani bring will play a fundamental role in unlocking Broadsign’s next phase of growth in this region.”
Jonny Richardson, Director of Business Development, added: With ambitious goals, such as driving the automation of OOH via our In Advance & Programmatic Guaranteed offerings, comes the need for best-in-market talent. We are excited to welcome Alec, Alex, Bryan and Dani, whose expertise and reputation for service excellence will be key to accelerating our growth and ensuring our clients achieve the best possible results from their programmatic campaigns.
About Broadsign
Broadsign empowers media owners, media buyers, and retailers to harness the power and reach of out-of-home (OOH) to connect with audiences in ways unlike any other advertising channel. More than 2 million static and digital signs along roadways and in airports, shopping malls, grocery and convenience stores, health clinics, transit systems, and more run on Broadsign. The Broadsign Platform helps media owners and retailers, such as Outfront, Pattison Outdoor, Global, oOhMedia!, Intersection, Sainsbury’s, Woolworths, Stellar Ace, and Douglas, maximize revenue opportunities and automate business operations. It also enables agencies like Talon, OMD Worldwide, Havas, Starcom, dentsu, Omnicom Media Group, and Publicis Groupe to seamlessly plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, 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
Product News | October 11, 2021
Why out-of-home belongs in your next travel and tourism campaign
Despite economic challenges, demand for travel isn’t slowing down. Recent research shows that 93% of Americans plan to travel in 2026, with nearly half prioritizing it in their financial planning. Travellers are committed to getting away, but how they plan and book those trips has changed.
Marketing in the travel and tourism industry now means navigating a more fragmented journey. With more than 80% of travellers saying booking online is essential, and nearly half using AI to plan their trips, the path to booking is rarely direct. Today’s journey spans social, search, CTV, mobile apps, and real-world touchpoints, which means brands must deliver experiences that feel connected at every stage.
That’s where out-of-home (OOH) advertising plays an important role, extending digital strategies into the real world to reinforce messaging, prime audiences, and bridge the gap between inspiration and final booking.
Turn awareness into action
For travel and tourism marketers, awareness alone isn’t enough. It needs to drive action, and OOH plays a more direct role in that process than many realize. Research from the Out of Home Advertising Association of America (OAAA) shows that 74% of mobile users took action on their phones after seeing a digital OOH (DOOH) ad, with 44% searching for the brand, 38% visiting its website, and 30% checking social channels.
It also consistently outperforms other media in driving digital response. According to OAAA and Comscore, OOH generates online activation rates five to six times higher than expected, beating channels like TV, radio, banner ads, print, and even online video. For travel brands navigating a fragmented booking journey, that kind of cross-channel impact is exactly why an omnichannel approach matters.
Keep campaigns agile with programmatic DOOH
Programmatic digital out-of-home (pDOOH) has fundamentally shifted how travel and tourism brands can integrate OOH into omnichannel campaigns. Instead of managing placements market by market with long lead times, marketers can activate across multiple cities or countries from a single platform. For campaigns that often span key markets, that level of scale and coordination is critical. Teams can launch quickly, maintain consistent messaging across regions, and still tailor creative to local audiences.
Programmatic buying also introduces additional flexibility from traditional OOH. Budgets, creative, and targeting can be adjusted mid-flight based on performance data or shifts in traveller behaviour. If demand rises in one market, spend can follow. If bookings soften, messaging can pivot. In a category shaped by seasonality, economic shifts, and cultural moments, that agility matters. It also ensures OOH stays aligned with digital channels, moving in sync with the broader media mix rather than operating in isolation.
Dynamic Creative Optimization (DCO) adds another layer of relevance. Creative can adapt in real time based on signals like location, weather, language, or time of day, allowing campaigns to feel timely and context-aware. A winter cold snap in Chicago, for example, can trigger creative promoting a warm beach getaway. Instead of running static messaging everywhere, travel brands can deliver the right inspiration at the right moment.
Connect offline impact to online conversion
One of the biggest advantages of programmatic DOOH is its ability to turn physical exposure into digital action. By leveraging first and third-party data, travel marketers can extend their online audience strategies into OOH, reaching the same consumers across environments with consistent messaging.
In practice, that might mean a bold airport or transit ad prompting travellers to explore a destination online or check availability. Through geofencing and mobile retargeting, those same audiences can later be served tailored ads that reinforce the message and encourage them to book. Using privacy-compliant, anonymized mobile IDs and device ID passback, brands can reconnect with exposed audiences across mobile, CTV, display, social, or audio, creating a coordinated path to conversion.
Just as important, this activity is measurable. For years, OOH was seen as difficult to quantify beyond awareness, a challenge in a results-driven category like travel. Today, advances in location intelligence and attribution modelling allow marketers to connect exposure to real-world behaviour. Travel brands can track visitation uplift, overnight stays, and the broader path to purchase by matching anonymized mobile advertising IDs to campaign exposure. This makes it possible to quantify incremental arrivals and foot traffic tied directly to OOH.
Measurement also extends into digital performance. Web and app lift studies can reveal increases in searches, site visits, and bookings, while sales and brand lift studies provide insight into revenue impact and shifts in awareness or intent.
For tourism boards and travel brands, proving impact isn’t optional. Budgets are often tied to partners, stakeholders, or public funding, which means showing clear ROI matters. When measurement is built in from the start, it becomes much easier to report on performance, optimize along the way, and make smarter decisions about where to invest next.
Real-world example: Visit Arizona drives a 30% increase in arrivals with pDOOH
Visit Arizona set out to build top-of-mind awareness while driving measurable increases in arrivals. From the start, the campaign was built as an integrated effort, combining DOOH, mobile retargeting, and arrival lift measurement to connect exposure across channels and tie it back to real-world visitation.
Planned by agency of record Off Madison Ave, the campaign tapped into the OutMoove DSP to run DOOH placements in high-traffic venues across key markets. Programmatic buying made it possible to focus on Visit Arizona’s High Value Personas, keeping the destination visible during travellers’ daily routines and at important moments in their planning journey.
What made the campaign truly omnichannel was how each touchpoint worked together. Consumers exposed to DOOH were later re-engaged through mobile retargeting, extending the conversation beyond the physical environment and reinforcing messaging in a more personal, digital context. The mobile ads achieved viewability rates of over 90%, highlighting strong cross-channel alignment and continuity.
Measurement was also integrated across the whole journey. An arrival lift study linked campaign exposure to actual visitation, showing a 30% lift in arrivals, well above the 23% national benchmark for similar campaigns.
