Month: October 2024

Product News | October 11, 2021

Attribution in DOOH advertising: Your questions answered

Attribution is a powerful tool for marketers, but when it comes to digital out-of-home (DOOH) advertising, it’s often misunderstood and underestimated. While some advertisers believe DOOH is difficult to measure, advancements in attribution have made it easier than ever to track campaign impact.

To demystify the process and offer practical insights, we sat down with Ryan Pogy, Director of Data Partnerships at Broadsign, to answer some of the most common questions about measuring DOOH effectiveness.

What are the main challenges in DOOH attribution, and how can advertisers overcome them?

One of the unique strengths of DOOH is the variety of ways in which a message can reach an audience, which calls for a more nuanced approach to measurement. 

One of the main challenges we face is the fragmentation of DOOH media owners. Each network has its own standards and measurement methods, which makes it difficult to have a unified view of campaign performance across different environments. Another challenge is privacy compliance, particularly in regions governed by laws like GDPR. Advertisers need to ensure they’re using data responsibly and adhering to regulations.

To overcome these challenges, leveraging unified global measurement platforms is key. This is where working with the right data partners becomes crucial—partners who specialize in pulling data together from disparate sources, all while ensuring compliance with privacy laws.

What strategies are most effective for measuring DOOH performance?

There are several strategies that advertisers can employ to measure the effectiveness of their DOOH campaigns, depending on their goals. But I’ll touch on the three most popular:

  1. Brand Lift Studies: This study measures the impact of your campaign on brand metrics like brand image, preference and consideration. 
  2. Foot Traffic Analysis: Mobile location data can be used to track the number of people who visit a store after seeing a DOOH ad. These studies are particularly useful for retail campaigns aiming to drive in-store customers.
  3. Web & App Lift Studies: These studies track online actions like website visits, sign-ups, or app downloads that happen after someone is exposed to a DOOH ad.

Some advertisers prefer to combine these methods to get a more comprehensive view of their campaign performance and better optimize their strategies for future campaigns. For example,  we ran a campaign with Holt Renfrew, which combined a brand lift study and a foot traffic study. The results covered everything from top-funnel metrics like a 600% uplift in brand preference to successfully driving 400k store visits.

How can insights from Brand Lift Studies be used to optimize future campaigns?

Brand Lift Studies provide invaluable insights into how your campaign impacts brand metrics like awareness, consideration, and preference. They allow advertisers to quantify the impact of their campaigns and understand what messaging resonates with their target audience.

One of the main benefits is the ability to benchmark your performance. You can compare your results against averages in your industry and use that data to adjust your strategy for future campaigns. For example, if a particular message drove higher brand consideration, you might want to double down on that type of creative for the next campaign. Advertisers with global campaigns may also run a brand lift study in each of the markets where the campaign ran to glean market-specific insights and build their own internal benchmarks.

“Attribution is an evolving field, and staying informed about new tools and methodologies is crucial for staying competitive in today’s market. The more we innovate in DOOH measurement, the better we can justify media spend and optimize campaign performance.”

Ryan Pogy, Director of Data Partnerships at Broadsign

When measuring DOOH as part of an omnichannel campaign, how can advertisers bridge the gap between offline and online media?

Even though out-of-home (OOH) advertising takes place in the physical world, the gap between offline and online channels can be bridged by leveraging location-based play log data, which tracks when and where ads are displayed to create a detailed log of ad exposure. This data can be further enriched by integrating mobile exposure data, allowing for tracking of mobile devices that come into contact with DOOH ads. Such integration links an ad’s offline display with the digital behaviors of consumers, providing insights into how DOOH influences actions like website visits, app downloads, and even in-store visits.

By combining these offline and online data sources, advertisers can achieve a level of measurement granularity comparable to digital media, allowing them to measure and validate the impact of DOOH with the same confidence they expect from channels like social media or display ads. This approach makes DOOH attribution and optimization more actionable and data-driven.

How can device ID passbacks enhance attribution for DOOH campaigns?

Device ID passback is a powerful tool for enhancing attribution in DOOH. It allows advertisers to link ad exposure to specific customer actions, providing deeper insights into how audiences interact with ads. 

Here’s how it works: device IDs are captured when mobile devices come within a specific range of DOOH ads. These IDs are then passed back to your other digital platforms, allowing for retargeting across online channels like social media or apps.

This method offers several benefits. It provides deeper insights into audience behaviour, enabling more precise retargeting and improving overall campaign performance. Passbacks also allow for more accurate cross-channel attribution, helping advertisers understand how DOOH exposure drives online and offline conversions.

What are common pitfalls to avoid when implementing DOOH attribution strategies?

A common pitfall in DOOH attribution is relying on poor-quality data. Not all data sources are created equal, so it’s essential to work with trusted partners who can deliver accurate, reliable data. While data capabilities in DOOH have come a long way, the effectiveness of attribution depends on the quality of the data used.

Another key factor is achieving a consistent, comprehensive view of campaign timing and venue logistics. Effective DOOH attribution requires tools that can adapt to the unique characteristics of different venue types, from large-format displays like billboards to smaller screens in office buildings or residential spaces. The volume and density of signals vary across locations, so it’s important to select tools that can adjust for these variations to ensure accurate, actionable insights.

Finally, many advertisers make the mistake of not acting on the insights gained from attribution studies. Data is only useful if it leads to action. I’ve seen campaigns that initially struggled because the advertiser didn’t adjust based on early attribution data. Once they adapted their strategy, their results improved significantly.

DOOH attribution has advanced significantly, offering advertisers the tools to confidently track and optimize campaign performance across the customer journey. Whether you’re building brand awareness with brand lift studies, driving foot traffic, or boosting conversions with device ID passbacks, aligning your attribution methods with your specific goals is key. As Ryan emphasized, understanding the impact of your DOOH efforts is crucial for making data-driven decisions and refining your strategy in real-time. With the right measurement solutions, advertisers can unlock deeper insights and achieve better results with their DOOH campaigns.

For a deeper dive into DOOH attribution, check out our guide here!

Product News | October 11, 2021

How Québecor’s DOOH campaigns deliver 99.9% on target with the Broadsign Platform

Advertising is woven into nearly every aspect of our daily lives. Whether you’re scrolling on your phone at home or walking down the street, ads are everywhere. With audiences exposed to such a high volume of messaging, breaking through the noise has never been more critical. 

At the core of every successful campaign are two key elements: personalized content that speaks directly to the audience, and a channel that effectively reaches them where they are. Tailored messaging plays a crucial role in building meaningful connections between brands and consumers. According to McKinsey’s Next in Personalization 2021 report, 71% of consumers now expect personalization, and 76% are more likely to consider purchasing from brands that deliver it. 

When it comes to reaching consumers where they are, few channels do it better than out-of-home (OOH) advertising. By engaging with audiences in the real world, like during a commute, while shopping, or at a live event, the medium delivers messages where consumers can take action. When looking at the effectiveness of personalized content with OOH, Leger and COMMB’s joint research study shows that 51% of its respondents state they enjoy seeing OOH advertisements that are personalized to them. 

One media owner that makes it easy for advertisers to deliver personalized content directly to their desired audiences is Québecor. With a combined inventory of over 17,000 static and digital out-of-home (DOOH) assets across all major Canadian markets, Québecor has firmly established itself as a leading force in Canada’s OOH advertising landscape. With its unmatched national reach yet strong local presence, advanced targeting capabilities, and premium inventory, Québecor makes it easy for advertisers to reach a wide variety of audiences across a broad set of points of interest. 

Why advertisers love Québecor’s network

Flexible outdoor formats that provide broad reach and hyper-local impact

Québecor OOH offers advertisers a wide range of high-impact DOOH screens across both indoor and outdoor environments. Its outdoor inventory includes large-format static billboards, static and digital bus shelters, digital gas pump screens, mobile static faces on buses, mobile digital screens on taxis, and window displays in pharmacies and convenience stores.

In fact, the Canadian media owner operates the most extensive street furniture network in Quebec, where its headquarters are located. This includes 150 digital bus shelter screens across key cities like Montreal, Sherbrooke, Laval, the South Shore and Lévis, providing targeted and strategic community presence at scale.

One unique offering by Québecor is its Express Video Station network, which is available across Quebec and Ontario. This network features digital screens with audio at gas pumps, allowing advertisers to run 15- to 30-second video ads in a high dwell-time environment, an average of 4 minutes with minimal distractions. The Express Video Station creates a rare opportunity for mass visibility while fostering high-engagement, one-to-one interactions with audiences in a brand-safe, clutter-free environment.

Another distinct offering is Québecor’s fleet of 50 Mobile digital screen – taxi top. Travelling 77 000 km per week and generating over 1M impressions weekly, the double-sided LCD screens provide advertisers with an extended reach into areas with limited billboard availability. Available programmatically, this mobile inventory gives advertisers the flexibility to quickly launch contextual campaigns, bringing dynamic messaging to high-traffic zones.

Influencing decisions indoors with high-impact screens in high-traffic areas

Québecor also maintains a strong footprint in strategic indoor environments through its Shopping Destination, Fitness Destination, and Express Destination networks. These networks are designed to reach consumers at pivotal moments in their day when they’re most receptive to advertising and most likely to make purchasing decisions. Its indoor screens can be found in shopping malls, gyms, convenience stores, and drugstores. 

Large-format indoor inventory includes the Toronto Pearson Airport, featuring eight 65” screens that play in synchronization thanks to Broadsign technology, available exclusively through a programmatic private marketplace deal. Québecor also has a premium network of large-format digital screens at Montreal’s Palais des Congrès, ideal for reaching attendees during major events and conferences.

Furthermore, Québecor’s indoor screens have the same ratio as its outdoor screens, making it easy to create a seamless experience across both indoor and outdoor environments that delivers a cohesive and consistent message. Québecor is also the only pan-Canadian indoor advertising network that offers consumer content, national news, weather, and content tailored to its different environments. 

Some iconic campaigns that ran on Québecor’s network

Beyond delivering results for advertisers, Québecor has also leveraged its network to showcase how OOH can drive meaningful social impact. For Earth Day on April 22, 2025, they launched an eco-conscious campaign promoting sustainable transportation. With messages like “Every public transit trip is a step towards a common future” and “The electric taxi, driving towards a common future,” the campaign appeared across digital bus shelters and mobile digital screens, raising environmental awareness while highlighting the agility of Québecor’s formats to support timely, contextually relevant messaging.

Another notable campaign was Molson’s “Sponsor the Parents”, which was a heartfelt tribute in support of Team Canada at the Olympic Games and the parents cheering on the athletes behind the scenes. Running across Québecor’s indoor networks located near the athletes’ hometowns, the campaign masterfully combined sentiment, relevance, and geographic targeting. It demonstrated not only the power of Québecor’s network reach but also how OOH can create authentic, personal connections on a national stage.

Why Québecor chose the Broadsign Platform

Increased network reliability and stability

Québecor chose to run its network with the Broadsign Platform due to the company’s longstanding experience and recognition as one of the leading out-of-home software providers in the industry. Since adopting the Broadsign Platform in June 2020, they’ve noticed greater network stability thanks to the platform’s network monitoring capabilities, which have allowed them to quickly identify and resolve system issues, reducing potential downtimes. 

Some of Québecor’s favourite features include Broadsign’s campaign delivery, inventory management and reporting capabilities, which, when used together, offer real-time insights on how to maximize network performance. Additionally, Broadsign’s multi-frame feature has been especially useful for its digital bus shelters, enabling dynamic content delivery, like live transit schedules to play alongside ads.  

Flexible selling tools that deliver campaigns 99.9% on target

However, the standout advantage to being on the Broadsign Platform has been its flexible selling capabilities, which they leverage for most of its large markets, like Montreal and its neighbouring areas, and for networks with 10 screens or more. Since adopting Broadsign’s flexible selling tools, Québecor has been able to open up its network to more advertisers thanks to goal-based campaigns.

For clients with smaller budgets or occasional DOOH buys, Québecor offers Play Goal campaigns as a more accessible buying option. With this campaign type, advertisers can book a DOOH campaign with a set number of ad plays based on their budget, and the Broadsign Platform will optimally distribute the plays across the selected screens throughout the campaign’s duration. 

For Québecor, flexible selling gives them access to Broadsign’s optimization engine. Composed of two features, the optimization engine reallocates campaigns to maximize inventory usage and rebalances ad delivery to guarantee results to advertisers. While the flexible buying approach required an initial adjustment for both Québecor and its clients, the results quickly proved the value of flexible campaigns with ad delivery rates of 99.9%. 

“Broadsign’s optimization engine has allowed us to deliver flexible campaigns 99.9% on target, and to say yes to revenue opportunities that we previously wouldn’t have been able to.”

Évannick Godbout Villeneuve, Manager, Business Solutions and Technological Development, Out-of-Home at Québecor.

What’s next for Québecor

Québecor’s dynamic team of seasoned professionals are looking to drive growth by expanding the company’s footprint across the Canadian market. They’ll be focused on developing and optimizing their existing networks while forging new partnerships that will help them deliver an even more impactful experience for advertisers. 

Product News | October 11, 2021

Optimize your DOOH network with dynamic campaign management

When discussing growth strategies for an out-of-home (OOH) network, the focus often remains on how to sell more to more buyers. While it is an essential factor for growth, a more urgent question is whether your operational processes are robust and efficient enough to support your desired growth seamlessly.

Despite significant technological advancements in campaign management, particularly for digital out-of-home (DOOH), many media owners still optimize their network and inventory usage manually. Although adopting new technology may seem like a substantial investment of time and cost, maintaining the status quo not only hinders but also limits your network’s growth potential.

Manually shuffling campaigns to optimize inventory usage and accommodate incoming campaign requests from advertisers is not only time-consuming and error-prone but also unsustainable for long-term growth. Why opt for a manual process when there are tools purpose-built to provide the best way to allocate inventory and maximize fill rates? 

Meet Broadsign’s optimization engine

For media owners looking for a smarter, more automated approach to optimizing their network, Broadsign’s optimization engine is the tool for you. Available for directly sold DOOH campaigns leveraging flexible campaign types, it’s designed to ensure that campaigns deliver on target, while optimizing your inventory usage to maximize revenue. Our optimization engine runs continuously in the background, even overnight, to ensure your network is always optimally filled. 

Broadsign’s optimization engine works its magic through two key features: campaign rebalancing and reallocation. Rebalancing adjusts the pacing of a campaign, speeding it up or slowing it down, to keep under- or over-performing campaigns on track.

The reallocation feature 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. 

How we helped media owners deliver more campaigns, more efficiently

You might be wondering how Broadsign’s optimization engine performs in the real world. Well, here’s some data just from 2024 demonstrating how we helped media owners make the most out of their inventory. 26% of all directly sold flexible DOOH campaigns booked through the Broadsign Platform leveraged our rebalancing feature. Users who leveraged our rebalancing feature had three times more campaigns on target and 37% fewer underperforming campaigns. 

While the data for reallocation varied due to each media owner’s network being different, most could accommodate, on average 10% to 20% more campaigns. However, a few select were able to achieve up to 40% more campaigns. If that wasn’t enough to convince you, let’s take a look at some customer success stories.

75Media was able to increase its fill rates by 15%

In 2024, 80% of DOOH campaigns that ran on 75Media’s network leveraged flexible campaigns. The favoured campaign type was the Campaign Average Share of Voice (SoV), which allows advertisers to define the average percentage of screen time their ad should get over the campaign’s duration.

So what makes it flexible? The SoV on each screen can shift from day to day to make room for other campaigns, as long as the target average SoV across all screens is consistently met over the course of the campaign. Broadsign’s optimization engine makes this possible by leveraging our rebalancing feature to modify the pace at which a campaign is delivered to guarantee results. 

Orb achieved 99% ad delivery rates

Irish media owner Orb leveraged Play Goal campaigns to introduce flexible selling to its more traditional clients. This allows the client to define how many times they want the ad to play within a given time frame, and Broadsign’s optimization engine ensures that the goal is not only met but optimally distributed across all selected screens throughout the campaign’s duration.

Through Broadsign’s PoP reports, Orb has shown ad delivery rates of up to 99% on flexible campaigns and 95% on slot-based campaigns. Access to this data has not only allowed Orb to reassure its traditional buyers of the effectiveness of flexible campaigns but also helped them attract new customers.

As media owners, like 75Media and Orb have demonstrated, embracing automation through Broadsign’s optimization engine isn’t just a nice-to-have—it’s a strategic advantage. By automating certain operational processes, like campaign pacing and screen allocation, media owners can unlock new inventory potential, deliver more campaigns with greater precision, and ultimately boost revenue without increasing workload. If you’re serious about scaling your network while maintaining top-tier performance, it’s time to leave manual processes behind and let Broadsign’s optimization engine work for you.

Ready to make the most of your network? Contact us today.

Product News | October 11, 2021

RZK and Broadsign: Powering data-driven DOOH across Brazil

RZK Digital was founded on the belief that out-of-home advertising (OOH) is evolving and that digital is the way forward. Since launching in October 2021, the company has operated a fully digital OOH network across Brazil’s major cities.

The company has its roots in deploying digital out-of-home (DOOH) screens across major bus terminals in São Paulo. Transit media is often among the most valuable assets in digital out-of-home—especially in top DMAs—and São Paulo’s terminals presented a unique opportunity. While historically underutilized for advertising, these high-traffic spaces serve as vital hubs for Brazil’s working population. Recognizing their potential, RZK stepped in to help reimagine the environment and introduce a more impactful media experience.

That opportunity grew with a large-scale revitalization initiative that transformed the terminals into modern, functional spaces. Today, they more closely resemble shopping centers, complete with anchor brands, essential services, and upgraded facilities. RZK was well-positioned to lead this shift, bringing a fresh vision and scalable model to Brazil’s evolving DOOH market.

We recently connected with RZK to explore how the company is leveraging advanced audience measurement to power more precise and impactful campaigns. Through real-time data integration, RZK can activate targeted audience segments and deliver measurable results across its expanding DOOH network.

Scaling across Brazil’s busiest public spaces

In a city with few large-format billboards, RZK saw an opportunity to rethink place-based advertising, launching a network of standardized, 88-inch DV LED portrait-mode screens strategically installed throughout São Paulo’s terminals. Starting with just 60 units, RZK quickly scaled to over 800 screens and continues to expand into new cities across Brazil. This growth is driven by the company’s innovative approach to screen design, data integration, and audience measurement, making transit-based digital advertising more accessible, impactful, and measurable for brands and commuters alike.

Building on that momentum, RZK recently introduced a new screen format: iconic LED cubes. These striking displays break from traditional layouts and command attention in high-traffic areas. Five are currently live, including in Brasília, Brazil’s capital, where they appear in the city’s main transit hub and a few blocks away from Congress and other key government buildings.

This expansion reflects the scale and potential of Brazil’s transit infrastructure. Some of São Paulo’s busiest terminals see 80,000 to 90,000 people daily—over 2 million per month—with some reaching up to 4 million. In Brasília, terminals draw 300,000 to 500,000 people per day, peaking at 700,000, highlighting the visibility these high-traffic hubs offer. With long dwell times and short ad loops, they generate significant impression volumes. As part of its growth strategy, RZK continues to install new screens in key locations, further extending its reach.

A focus on data

From the start, RZK Digital has prioritized data and measurement across its network. Operating within major terminals allows the company to access official ticketing data from terminal operators, offering valuable statistical insights into traffic volumes and helping contextualize broader audience movement.

Complementing this, Wi-Fi sensors track unique devices and dwell time, detecting repeat visits and how long individuals remain in the area. A free internet offering for passengers allows them to answer quick surveys before connection, which enables the company to collect daily, fully anonymous information about users´ social demographics and interests and run A/B tests and brand lift studies in the exact location where the displays are.

A core part of the company’s strategy has been making its media offering comparable to other advertising channels, which is essential for advancing omnichannel media. Instead of simply selling screen time, RZK offers impressions, GRPs (Gross Rating Points), complete views, and insertions, allowing buyers to plan and measure campaigns using familiar performance metrics.

By combining footfall and dwell time data, the company generates real-time audience metrics across its network. All of its screens—including the iconic cube displays—are fully digital and programmatically enabled, giving advertisers flexible, measurable, and high-impact campaign options.

“As the industry shifts toward impression-based programmatic buying, data accuracy is no longer optional—it’s essential. Advertisers once paid for screen time regardless of viewership. Today, with pricing tied directly to impressions, accuracy is everything. The more reliable the audience data, the more confidence advertisers have in what they’re buying,” says Yuri Berezovoy, Head of Ad-Tech and Programmatic DOOH at RZK Digital.

Working with Broadsign

For RZK, partnering with Broadsign has unlocked a significant competitive edge, especially in enabling programmatic transactions and operational efficiency. 

Built for flexibility, the Broadsign Platform supports everything from quick partner integrations to advanced content control. Features like conditional playback, pacing controls, dynamic content optimization, and start/stop flexibility give RZK the agility to respond to both campaign needs and audience behaviour in real-time. With Broadsign, RZK can launch network-wide campaigns in minutes—a contrast to the delays and manual coordination required by more fragmented systems. “Whether it’s integrating with a new SSP or executing a campaign across hundreds of screens, Broadsign’s infrastructure makes the process seamless,” says Yuri.

This operational efficiency also enhances the network’s commercial offering. Selling impressions instead of just screen time allows RZK to align with how buyers want to trade, unlocking new revenue and enabling the team to confidently say “yes” to creative campaign ideas that traditional models may have rejected. 

As RZK continues to grow, its strategy remains focused on modernizing high-traffic transit environments and delivering measurable, data-driven results for brands, redefining the role of digital out-of-home across Brazil. By combining innovation, scale, and accountability, RZK is not only transforming how advertisers reach audiences on the move but also shaping the future of DOOH in one of the world’s most dynamic markets.

Want to grow your out-of-home network? Get in touch to see how we can help make that happen!