Month: December 2024

Product News | October 11, 2021

Our 25 Favourite OOH and Billboard Ads of 2024

As we look back on 2024, it’s impossible not to marvel at the creativity and innovation that lit up the world of out-of-home (OOH) advertising. This year brought us clever strategies, striking visuals, and campaigns that turned everyday spaces into engaging experiences. 

From innovative 3D billboards to campaigns that sparked conversations and captured attention, OOH reminded us why it’s one of the most impactful and creative advertising channels out there. Let’s take a look at some of the standout OOH and billboard campaigns that defined the year.

Decathlon turned outages into adventures

When the world was hit by a major IT outage in July, sporting goods retailer Decathlon turned a tech fail into a win with a witty DOOH campaign. Mimicking Microsoft’s error screen message (infamously dubbed the ‘blue screen of death’), the brand switched its OOH buys within 24 hours of the crisis. The result? Ads that playfully urged: “Outage? Get outside.”

The campaign doubled as a promotion, offering 50% off outdoor gear and directing viewers to shop online via a QR code, reaching millions of Canadians in the process. Developed by Rethink and executed with the help of Cossette Media, the initiative turned a widespread disruption into a creative opportunity, proving that when screens go dark, the outdoors is always open.

NYC Landmarks60 Alliance and OUTFRONT Media tested NYC knowledge, one question at a time

New Yorkers put their Big Apple knowledge to the test with a citywide trivia campaign launched by the NYC Landmarks60 Alliance and OUTFRONT Media. Celebrating the 60th anniversary of the NYC Landmarks Law, which introduced more widespread historic preservation, the seven-month long Trivia Moments competition displayed daily questions related to the city’s iconic sites and rich history. 

The DOOH displays were activated on digital screens across the NYC’s five boroughs, inside subway stations, and at MTA transit entrances. Trivia fanatics could scan dynamic QR codes to answer questions and learn more about historical moments. Plus, those who registered for an account could rack up points throughout the week, with top players featured on leaderboards displayed on digital screens around the city, including in Times Square. Weekly winners received a seven-day subway or bus pass valued at $34. It was a great way to educate New Yorkers and beyond on the city’s heritage in a fun and engaging way – proving that in the city that never sleeps, knowledge never takes a break.

E.l.f Beauty called out inequality in corporate America

E.l.f. Beauty made waves in U.S. corporate boardrooms with its bold OOH campaign, So Many Dicks. Positioned at key transportation hubs near Wall Street, the campaign highlighted an eye-opening reality: more men named Richard, Rick, or Dick sat on the boards of U.S.-based companies listed on the NYSE and NASDAQ than women from minority groups—across nearly 37,000 board members. The headline, “It’s ok to be a Dick. But America’s boardrooms need more of everyone else,” grabbed the attention of the many analysts, brokers, and execs passing by. Developed with purpose-driven agency Oberland, the campaign is part of e.l.f.’s broader “Change The Board Game” initiative, pushing for greater corporate diversity.

Beyond the provocative message, e.l.f. also highlighted its own commitment to diversity, showcasing a board made up of two-thirds women and one-third diverse representation—one of only four publicly traded U.S. companies to achieve this milestone. The payoff has been impressive, with e.l.f. becoming one of the fastest-growing companies on the NYSE, its stock soaring over 1500% in just five years. At a time when many companies were retreating from DEI commitments, e.l.f. showed corporate America not only where it was falling short but also the significant rewards that come with embracing diversity and change.

LiveOnNY proved that sometimes, what’s missing speaks volumes

LiveOnNY, a nonprofit dedicated to advancing organ and tissue donation, asked New Yorkers to help the city “live on” by becoming organ donors. Running for three months across the New York City area transit services, including Metro-North Railroad, LIRR, and the subway system, the public service OOH campaign gave the iconic “I Love NY” logo a twist by removing the heart altogether. Instead, the message simply read: “New York needs organ donors.”

It was a bold, straightforward approach that captured attention and delivered a powerful call to action. Created with DeVito/Verdi advertising agency, the campaign showed that sometimes less really is more. We heart this message.

Nike’s NYC Marathon campaign was miles ahead

Nike may not have officially sponsored the NYC Marathon, but they sure owned it with their savvy OOH campaign. While other brands focused on promotion, Nike understood what really matters: emotional connection. They kept it simple, featuring Nike’s signature swoosh alongside the word “Run,” creating moments that resonated with runners from the Staten Island Ferry to Central Park. The best partnerships aren’t about slapping a logo on a banner—they’re about enhancing the experience, and Nike did just that.

Despite New Balance being the official sponsor (awkward!), Nike went all in, securing prime OOH placements along the marathon route. Their clever taglines—like “Running is awful. I love it,” “People will talk about today’s commute for years,” and “You’ve come hundreds of miles to get here. Only 26.2 to go”—captured the spirit of the race and spoke directly to the runners’ journey. We appreciate how Nike didn’t try to appeal to everyone; instead, it focused on a specific audience at the perfect moment, making an authentic, memorable connection that amplified the marathon experience.

Specsavers’ airport ads were a sight to behold

Specsavers took airport humour to new heights with its latest digital OOH campaign, catching travellers off guard with witty misdirection. At Sydney Airport, a “Welcome to Melbourne” billboard had arrivals doing double takes while drivers leaving Melbourne Airport faced an equally amusing “Welcome to Sydney” message. The subtle punchline? The brand’s classic slogan, “Should’ve gone to Specsavers,” was cleverly placed in smaller font to tie it all together.

This playful stunt is part of its broader Should’ve campaign, showcasing the relatable mishaps that can arise from poor vision. More than just a good laugh, it served as a timely nudge for Australians to prioritize eye health ahead of the busy holiday travel season. Specsavers has once again delivered an ad campaign with sharp wit and a clear message—proof that a little humour goes a long way in making a serious point.

Coca-Cola crushed it with its bold call to action

Coca-Cola turned heads with its OOH campaign, Recycle Me, turning its iconic logo into a call to action for sustainability. To inspire consumers to recycle, the soft drinks brand reimagined its famous logo by mimicking the look of real crushed Coke cans, with each OOH display featuring a unique “crushed” design. It’s a bold, creative way to make recycling part of the Coca-Cola experience while showcasing the brand’s commitment to its ‘World Without Waste’ strategy.

Developed by WPP Open X and led by Ogilvy New York, the campaign made waves across OOH and DOOH platforms in Latin America, as well as in print and social media. Tying the message to the brand’s global goal of 100% recyclable packaging by 2025, Coca-Cola proved that creativity can play a crucial role in driving environmental change. It was a smart way to combine product recognition with purpose, reminding us to crush, recycle, and repeat.

Babybel’s peelable 3D billboard was anything but cheesy

Babybel took “peel and reveal” to a whole new level this year with a giant 3D billboard activation in Manchester and London. As part of its Let the Goodness Begin campaign, the French cheese brand’s well-known red wax casing was transformed into a playful out-of-home experience that was hard to miss. 

Partnering with BETC and Spark Foundry, the OOH ad featured an actor on a ladder dramatically peeling back the billboard to reveal the familiar Babybel cheese beneath. In our opinion, outdoor advertising works best when it’s true to the brand’s spirit, and we think this one perfectly captured Babybel’s fun nature. Not cheesy in the slightest! 

KFC’s Tower Burger ads were a towering success 

Fast-food giant KFC thought big—literally—with its Tower Burger campaign, proving that when it comes to showcasing size, rules are meant to be broken. Launched in collaboration with Mother London agency, the campaign used special-build OOH formats to highlight the burger’s impressive stature. Vertical ads were placed in horizontal spaces to create an intentional mismatch that emphasized just how colossal the Tower Burger was. 

This larger-than-life campaign was part of an omnichannel approach that spanned TV, where ads featured the disclaimer, “The following commercial is too tall for TV,” as well as social media and more. The creative approach was as bold as the burger itself, featuring a close-up of the KFC chicken fillet stacked with a hash brown and cheese. We love how the ads turned the unexpected into a standout feature, using clever media placements to grab attention and deliver the message with impact. Big media and big burgers? Consider us fans. Well done, KFC.

London’s Piccadilly Lights was triumphant with a multi-brand Gladiator activation

On November 8, Piccadilly Lights took a dramatic step back in time—211 AD, to be precise—as Paramount Pictures and a lineup of iconic brands transformed London’s famous screen into an eye-catching stone mosaic for the movie release of Gladiator II. The film production company worked with Samsung, Trainline, TK Maxx, and LEGO to turn their ads into striking stone artwork, reimagining modern branding through the lens of the Roman Empire.

The colossal OOH collaboration was packed with creative touches. Samsung showcased its Neo QLED TV with a gladiator mesmerized by a rhino leaping from the screen. Trainline replaced a modern train with a Roman chariot under the tagline “Your carriage awaits.” TK Maxx introduced itself as “Maxximus,” promoting premium brands at heroic prices. LEGO invited audiences to “build Rome in a day” with its LEGO Icons sets, while Paramount displayed carved visuals of the Gladiator II cast. Out-of-home advertising is one of the oldest forms of marketing, which makes this activation’s blend of ancient art and modern creativity all the more impressive. A true champion in our books. 

Apple’s Made on iPad campaign stretched creativity

Apple may not have been an official Olympics sponsor, but its Made on iPad campaign definitely stuck the landing when it came to showcasing the product’s creative potential. Timed to coincide with the Paris 2024 Games, this OOH activation showcased 23 quirky illustrations by French artist Simon Landrein across billboards in Paris and Marseille.

The vibrant ads featured bendy, stretchy “athletes” engaging in everyday activities with an athletic twist—think grocery weightlifting or tennis. While the campaign avoided directly mentioning the Olympics, the sporty themes cleverly nodded to the event, proving you don’t need to name-drop to make an impact. With a mix of humour, striking visuals, and contextual timing, Apple claimed gold in the OOH game without needing an official sponsor spot.

ZipRecruiter’s election-themed ads got our vote

Our list of this year’s best OOH and billboard ads wouldn’t be complete without mentioning the U.S. election (don’t worry, we’re steering clear of political commentary). What we will highlight is how ZipRecruiter took the phrase “right person for the job” to new heights with its election-themed OOH campaign, proving that even hiring ads can stand out during a busy political season.  While many brands steer clear of election-related content, the hiring platform cleverly used the moment to highlight the importance of finding the right candidate—whether for public office or the workplace.

We loved how the brand stayed timely and relevant without aligning with any political party. The campaign struck just the right balance, using smart, contextual messaging to engage audiences during a time when candidates were top of mind. Navigating election season in advertising is no easy task, but ZipRecruiter delivered a bold and brand-safe strategy. This campaign gets our vote for making the most of the moment.

The Ordinary’s skincare billboards were anything but ordinary

Skincare and beauty brand The Ordinary challenged traditional beauty advertising this year with its outdoor advertising campaign. Instead of using celebrities or picture-perfect models like most skincare brands, The Ordinary went for bold, minimalist OOH ads that let the science behind their products take the spotlight. Partnering with creative agency Uncommon, they created text-based billboards that combined transparency with humour.

One billboard read, “People find it odd that we don’t name our products. We tried it once. But scientists are terrible copywriters. So we stuck with Hyaluronic Acid.” Another declared, “Someone said working with celebrities would be good for our brand. But we couldn’t find one with a degree in Biochemistry.” We love how the brand skipped flashy visuals and focused on clear, honest messaging, reinforcing its commitment to transparency and science. Simple can definitely be extraordinary.

Keep Britain Tidy lit up the fight against litter

Keep Britain Tidy sparked conversation and action with its interactive DOOH campaign, Box Your Butts, designed to curb cigarette litter. In partnership with VCCP London and digital experience agency Bernadette, the UK-based environmental charity tackled a common issue—discarded cigarette butts—by addressing the main reason smokers litter: a lack of nearby bins. 

The campaign introduced “Butt Boxes”—portable ashtrays that offer smokers a convenient and responsible way to dispose of their cigarettes. Equipped with a smoke detector, the DOOH display triggered a special animation of Drake the Duck, the Keep Britain Tidy mascot, tapping at the screen when smokers approached. As they got closer, the ad invited passersby to press a button to receive a free Butt Box, accompanied by the line, “Cigarette butts are rubbish.” Strategically placed in a high-traffic area in Birmingham, the bold visuals and interactive design made the message impossible to ignore, encouraging smokers to rethink their habits with a practical solution.

Branded Cities celebrated Mother’s Day with the Mother of all billboards

We all know that moms are superheroes, but this year, OOH specialist Branded Cities went above and beyond to remind us of this with supersized billboards celebrating North America’s Mother’s Day. With stunning 3D displays lighting up Toronto’s Eaton Centre and New York’s Nasdaq building, these digital activations delivered heartwarming visuals that struck a perfect balance between creativity and sentiment.

In addition to celebrating mothers and mother figures, these billboards remind us how OOH can do more than grab attention—it brings people together and spreads a little joy.

ESPN and NFL’s 3D billboard scored big

The NFL’s 2024 divisional team reveal was anything but ordinary, thanks to a jaw-dropping 3D billboard activation created in collaboration with BCN Visuals. Taking over the massive LED screen on the facade of Los Angeles’ Moxy and AC Hotel Downtown—the largest continuous display on the West Coast—the campaign turned sports advertising into an unforgettable visual experience.

Flying footballs and helmets wove through a futuristic, Tron-like maze, showcasing team logos and building up game-day hype. ESPN and the NFL proved that digital OOH and sports advertising the ultimate pair, blending creativity, energy, and technology to bring the game to life.

Vegemite spread the love for Taylor Swift

Vegemite rolled out the welcome mat for Taylor Swift in the most Australian way possible—with a clever billboard along Melbourne’s Tullamarine Freeway. As the global superstar arrived for the Australian leg of her Eras Tour, the ad greeted her with the message: “From one icon to another, welcome to Australia!” A friendship bracelet even wrapped around the beloved jar of Vegemite—a nod to the Eras Tour fan culture and the enduring tradition of Swifties exchanging bracelets.

The billboard, strategically placed on the route from Melbourne Airport to the central business district, went live at 10 p.m. on Wednesday, February 14, to coincide with Swift’s understated arrival. Showcasing the big business power of the Eras Tour, the DOOH ad highlighted Vegemite’s knack for merging national pride with pop culture. It’s not every day a breakfast spread shares the stage with a global superstar, but Vegemite delivered.

Sky Sports aced it with its tennis channel ads

Sky Sports served up something special to promote the launch of its new tennis channel, proving that static OOH doesn’t need to be boring. Working with Fallon agency, the broadcaster unleashed giant 3D tennis balls across London in a campaign that was as playful as it was unmissable.

One installation featured a massive tennis ball “stuck” in a fence, perfectly capturing the relatable moment of a shot gone wrong. Another ad recreated a towering tube of tennis balls you’d typically find at the store, only on a much grander scale. The playful designs brought tennis to life in unexpected ways, aligning perfectly with the energy and excitement of the sport. Big OOH is a hit in our books. 

Hellmann’s served up the real deal

Hellmann’s made a bold move this year by putting its competitors front and center in The Imitation Jar campaign, reminding everyone that while the mayo aisle might be crowded, there’s only one true classic. With 20 lookalike jars displayed on the OOH ads, the campaign highlighted the blue-and-yellow sea of similar labels—but made it clear that imitation stops at the taste.

We love how Hellmann’s leaned into its iconic status without even showing its own label, letting its reputation and flavour speak for itself. The clever use of competitors’ branding created a visual statement that was impossible to ignore, especially for anyone who tried to find “their mayo” on the shelves. Created by Ogilvy Canada and launched in July 2024, this campaign proved that even in a sea of lookalikes, Hellmann’s still reigns supreme. 

Paramount’s Mean Girls transit ad was so fetch

Paramount tapped into Mean Girls nostalgia with a clever OOH campaign to promote Tina Fey’s musical film remake, released in January. Buses across California were branded with the sassy slogan “Look Both Ways, Regina,” scrawled in bright pink lipstick—a nod to character Regina George’s infamous bus collision scene in the original 2004 cult classic. 

While bus ads were contextual to the movie, they also served a strategic purpose. In a commuter-heavy city like LA, these transit ads delivered high visibility, reaching pedestrians, drivers stuck in traffic, and, of course, social media, where the OOH campaign quickly became a viral sensation. The use of lipstick—a signature Mean Girls element—added to the campaign’s playful authenticity, while the vibrant design proved that short copy can pack a big punch. While the original movie will always hold a special place in pop culture, this ad definitely gave it a run for its money.

Boots made a bold statement with its biggest beauty campaign yet

British health and beauty retailer Boots turned heads—and noses—with its latest out-of-home activation. As part of its Make More Room for Beauty campaign, the brand rolled out a special build at Westfield London featuring a 2D and 3D beauty products, including a supersized Kayali perfume bottle with a real spray mechanism that treated passersby to a sweet-smelling stroll.

Boots didn’t just stop at Westfield. From eye-popping 3D billboards at London Waterloo to a full underground platform takeover at Oxford Circus, the campaign brought beauty to life across Central London. Teaming up with EssenceMediacom, Global, WPP, and VML, the campaign marks Boots UK’s “biggest ever beauty campaign.” We love how it showcased its expansive beauty range in a way that was bold, playful, and impossible to ignore.

H&M and Charli XCX dazzled with their surprise Times Square takeover

In November, H&M pulled off an unforgettable Times Square takeover with a surprise collaboration featuring global popstar Charli XCX. The event celebrated the re-opening of H&M’s flagship Times Square store and the launch of its Holiday collection, blending music, fashion, and bold OOH to create a can’t-miss spectacle.

The campaign leveraged Times Square’s iconic digital billboards, where visuals by Maximo Recio and Weirdcore dominated the screens to count down to the open-air performance on the TSX stage. With just 30 minutes notice shared via social media and in select H&M stores, thousands of fans rushed to the heart of New York City to catch the show.

After the performance, the Times Square screens continued to dazzle with visuals honouring H&M’s Holiday Collection, New York City, and the many global collaborators who made the event possible. What we loved most was how this campaign showcased the power of OOH advertising to create real-world excitement. The larger-than-life screens weren’t just backdrops—they were part of the story, amplifying the energy of the performance and turning Times Square into an immersive experience.

EasyJet took OOH to new heights to inspire future pilots

EasyJet’s latest OOH campaign flew high this year. Teaming up with agency Taylor Herring, the airline launched an interactive billboard featuring real-life Captain Sarah Acklerley suspended from the ad itself. The goal? To inspire young women to consider a career in aviation and challenge misconceptions about becoming a pilot.

The OOH display invited audiences to scan a QR code, taking them to a flight simulator experience and a new online test designed to spark interest in the role. Adding a human touch, Captain Acklerley answered live questions from curious onlookers, proving you don’t need a university degree—or wings—to start your aviation journey. We thought it was a creative, thoughtful approach to tackling underrepresentation in the cockpit. 

WeRoad unwrapped holiday humour (and some truths) 

Listen, we love the holiday season, but we’ll be the first ones to admit that it’s also a lot. Enter U.K.-based tour operator WeRoad, who gave Christmas stress a spin with a series of billboards designed to resonate with overwhelmed hosts, overstuffed guests, and anyone ready to book a post-festive getaway.

The outdoor ads nailed some relatable holiday truths, featuring a “Christmas Checklist” packed with a never-ending to-do list leading up to the big day, and “Typical Christmas Day,” which captured the chaos of family dinner dynamics we all know too well. By turning holiday stress into a reason to escape, WeRoad cleverly invited us to swap post-Christmas chaos for a well-earned adventure (which we think is the best gift of all). 

Dove called out harmful beauty standards being imposed on children

Personal care brand Dove’s 10 vs 10 campaign delivered a powerful message about the pressures social media places on young girls. Created by creative agency Ogilvy, it featured images of 10-year-olds enjoying carefree childhood moments—like singing karaoke and riding carousels—alongside unsettling visuals of the same girls mimicking adult skincare routines, including the use of anti-ageing products like retinol.

The OOH campaign, part of Dove’s #TheFaceof10 initiative, highlighted how social media drives harmful beauty trends, exposing children to unrealistic and age-inappropriate standards. It emphasized the lasting physical and mental harm these pressures can cause while urging parents and guardians to pay attention, serving as an important reminder that childhood should never be filtered. 

That’s our roundup for this year! Want to learn more about OOH? Contact our team to get started.

Product News | October 11, 2021

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

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

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

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

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

An emphasis on professional development and continued learning

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

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

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

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

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

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

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

Putting people first, every step of the way

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

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

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

Commitment to work-life balance

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

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

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

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

Where passion meets purpose

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

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

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

Working together to make great things happen 

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

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

Product News | October 11, 2021

Unlocking the potential of in-store retail media: What we can learn from digital OOH

Last month, the Broadsign team attended the Path to Purchase Institute’s second annual Retail Media Summit Canada, which brought together industry leaders, innovators, and experts to explore the evolving landscape of retail media. 

Retail media networks (RMNs) continue to evolve, with industry leaders emphasizing the importance of measurement, automation, omnichannel consistency, and monetization. As part of this year’s summit, Broadsign’s Global Head of Retail Media, Jonathan Franco, explored best practices and key lessons we can learn from digital out-of-home (DOOH) advertising and apply them to the retail media landscape. 

Measurement and attribution: The backbone of retail media success

 One of the biggest lessons we can take from OOH is that measurement is everything – and brands won’t invest unless they can clearly see the impact of their campaigns. Yet, measurement remains a challenge for in-store media, particularly when connecting performance to overall campaign effectiveness. “There are now over 250 RMNs globally, and we need to find a way to connect the dots across the omnichannel journey,” notes Jonathan.

Consistent measurement is a non-negotiable for brands, and retailers can’t operate in isolation by measuring in-store, off-site, and on-site channels separately. When these touchpoints are connected, they provide advertisers with a complete picture of performance, making it easier to justify ad spend.

Retailers can also help brands reduce waste by enabling real-time decision-making based on triggers like audience insights or campaign performance—tools already available for in-store environments. Ultimately, retailers who prioritize transparency and standardized metrics will gain the trust of advertisers, leading to stronger, longer-term partnerships.

How retailers can improve measurement and attribution:

  • Standardize measurement across channels to ensure brands can confidently invest. Without consistent metrics, brands will struggle to justify ad spend.
  • Prioritize privacy-first attribution by using anonymized, aggregated data instead of personally identifiable information. This ensures compliance while delivering valuable insights.
  • Ask the tough questions, such as: Would my company invest in this offering if I were the one being pitched on it? Forward-thinking retailers are now focusing on true closed-loop attribution in-store to answer this critical question and meet brand advertiser demands.

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.

Strategic screen placement and content strategy

In retail media, success goes beyond simply placing screens in high-traffic areas—it’s about crafting meaningful touchpoints throughout the customer journey. “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.” When looking at digital screens in retail environments, retailers should focus on strategic intent rather than just hardware specifications. Location matters, but it should be about the intended purpose of the screen.

For retail media networks, that means thinking beyond ad placements and considering how in-store screens complement the full shopper journey. Retailers should leverage real-time data, like weather, promotions, and inventory, to ensure messaging is always relevant, just like many successful OOH campaigns do.

Jonathan also highlights the importance of tailoring implementations to each location’s unique environment, noting that every store has a different soul and retailers should adapt to individual stores rather than deploying identical setups everywhere.

Monetization: Striking a balance between advertising and shopper experience

For retailers looking to scale their RMNs, monetization is a key goal — but it can’t come at the expense of the brick-and-mortar shopping experience. Instead, it should complement and enhance how shoppers engage with products. The most effective RMNs go beyond advertising, incorporating category-based content and educational opportunities that help shoppers make more informed purchasing decisions while still offering valuable ad inventory to brands.

The most effective RMNs go beyond advertising, incorporating category-based content and educational opportunities that help shoppers make more informed purchasing decisions while still offering valuable ad inventory to brands. For example, digital screens can be used to educate shoppers on topics like skincare routines, influencing purchasing decisions across multiple products and increasing basket size. This approach not only provides value to consumers but also creates new opportunities for brands to connect with their audience in meaningful ways.

How retailers can maximize revenue while enhancing the shopper experience:

Retail media requires internal change management

Retail media isn’t just a new revenue stream—it requires a fundamental shift in how retailers approach operations. Success hinges on breaking down silos, rethinking business models, and fostering cross-team collaboration. While technology plays a critical role, true adoption depends on organizational alignment and a well-planned change management strategy. Many retailers mistakenly see retail media networks as just installing screens, but the real challenge is integrating them into broader business strategies for long-term scalability.

How retailers can successfully manage internal change:

  • Challenge legacy structures. Success in this space requires collaboration across sales, category management, operations, and technology—not just marketing. As media buyers shift to hybrid digital teams, retail media strategies must be cross-channel and cross-departmental.
  • Redefine success metrics. Move beyond impressions and clicks to track sales lift, brand engagement, and ROI.
  • Foster a test-and-learn culture. Implement iterative approaches that allow your team to experiment, gather real-world shopper data, and rapidly adjust strategies based on actual consumer behaviour rather than assumptions.

By aligning people, processes, and technology around a unified retail media strategy, retailers can transform what could be a disjointed set of digital screens into a cohesive, revenue-generating network.

Building sustainable in-store media networks: The power of strategic partnerships

How retailers build and operate their in-store media networks can make or break their success. The traditional “build vs. buy” dilemma has evolved into a more nuanced decision with long-term implications for flexibility, control, and revenue potential. 

“In OOH, we’ve learned that partnering with best-in-class, open-integration providers drives better long-term performance compared to locking into one-size-fits-all solutions. Why? Because the landscape is always evolving,” shares Jonathan. 

Retailers who build closed, rigid networks can struggle with scaling efficiently, as they can’t easily integrate new technologies that emerge. These same retailers also typically face data and measurement limitations that negatively impact both ad performance and attribution capabilities. Additionally, they miss valuable revenue opportunities since brands increasingly prefer to work with platforms offering greater transparency.

Instead, we need to advocate for a more flexible approach. “By embracing plug-and-play partnerships, retailers can stay agile, future-proof their networks, and maximize value for both brands and shoppers.” This partnership model allows retailers to maintain control while accessing best-in-class technology without the heavy lifting of building everything in-house.

How retailers can build scalable networks while maintaining control:

  • Leverage third-party partnerships. Partnerships provide agility, scalability, and access to best-in-class technology—crucial for long-term RMN success. Instead of building in-house, an open-integration approach gives retailers flexibility without the overhead.
  • Prioritize interoperability. Select partners and platforms that offer robust APIs and established integration pathways with other retail media technologies to ensure your network can evolve with changing needs.
  • Start small and scale strategically. Begin with focused pilot programs that deliver quick wins before expanding. This approach allows you to test partnership dynamics, refine processes, and demonstrate value before committing significant resources.

Technology tip: Just as programmatic has revolutionized digital media, dynamic content scheduling and automated inventory management are key to scaling in-store media efficiently. Make sure to choose intelligent in-store retail media software that includes these capabilities.

The future of in-store retail media

Looking ahead, the retail media landscape will continue evolving, requiring retailers to adapt quickly to stay competitive. A major shift in the industry is the unification of RMNs, as smaller retailers will need to join forces to remain viable.

With over 250 retail media networks globally, brands can’t stretch their budgets across all platforms, making consolidation inevitable as retailers compete for advertisers’ limited dollars. Despite foot traffic at top Canadian retailers surpassing pre-pandemic levels, many still aren’t fully leveraging in-store engagement opportunities.

Strategic recommendations to stay ahead:

  • Consider unification strategies. Smaller retailers should explore partnerships with complementary, non-competing brands to create unified retail media offerings with broader reach and stronger audience data.
  • Focus on monetizing in-store traffic. Retailers with physical locations have a unique advantage in the omnichannel landscape but must act quickly to develop and monetize their in-store retail media assets.
  • Prioritize flexibility and automation. As the retail media landscape evolves, the ability to quickly adapt to new technologies, measurement standards, and advertiser demands will separate leaders from followers. Automation is key to scaling efficiently.

“The most successful networks will be those that embrace internal change, challenge the status quo, and continuously optimize,” concludes Jonathan. The future belongs to retailers who can balance innovation with execution, creating retail media experiences that benefit brands, shoppers, and retailers alike.

Explore our latest RMN insights and best practices for building, scaling, and maxing the impact of a retail media network — whether you’re a retailer monetizing your retail assets or a brand investing in RMNs.

Looking to elevate your in-store retail media network?

At Broadsign, we help retailers and brands seamlessly integrate in-store digital signage, automate content management, and optimize retail media monetization.

Whether you’re looking to build your in-store retail media network or scale an existing one, we can help. Contact us today to learn more about how Broadsign can power your in-store retail media strategy.

Product News | October 11, 2021

Leveraging out-of-home for maximum impact this travel season

It’s springtime, and in North America, we’re breathing a collective sigh of relief. The days are getting longer, the weather is warming up, and travel season is kicking into high gear. 

For advertisers, this surge in travel presents the perfect opportunity to leverage out-of-home (OOH) advertising in bold, innovative ways. Unlike digital ads that compete for attention on crowded screens, OOH captures the attention of travellers at key moments—whether they’re catching a flight, cruising down highways, or wrangling kids at an amusement park.

In this article, we’ll explore how OOH is uniquely positioned to engage audiences on the go, and how to best leverage this medium to maximize marketing impact during peak travel seasons.

Key travel trends for 2025

Despite economic uncertainty, travel remains a priority, with 76% of travellers plan to spend the same or more on trips in 2025 compared to last year. The travel bug isn’t letting up, and neither should your marketing.

One significant trend is reshaping the spring break landscape: the rise of solo travel. Airbnb data shows a 90% uptick in solo searches for spring travel dates compared to last year. Individuals are increasingly embracing “soft travel” – slower-paced trips focused on wellbeing and leisure.

A recent survey from Squaremouth reveals that solo travelers remain dedicated to their adventures despite rising travel costs, with many willing to invest significantly in their trips. Over half (53%) plan to spend more than $3,000 on their next vacation, while 39% expect to budget between $1,000 and $3,000. Beyond spending more, they’re also looking beyond borders—87% of solo travellers are interested in taking international trips this year. With solo trips averaging 19 days—longer than the typical 14-day trips taken by couples—this extended travel time increases exposure to OOH advertising, especially in high-traffic transit hubs like airports, train stations, and public transport.

With their larger budgets and flexible travel plans, solo travellers are an ideal audience for OOH campaigns promoting premium experiences, accommodations, and activities. Their spontaneity makes them highly receptive to destination-based advertising, while the rise in international travel presents opportunities for global OOH campaigns to build consistent brand recognition across multiple markets. Additionally, digital OOH formats enable dynamic, real-time messaging tailored to travellers’ locations, enhancing relevance and engagement.

OOH strategies to engage travellers on the go

No matter where travellers are headed or how they’re getting there, OOH advertising offers unique advantages for connecting with them at every stage of their journey.

Capture audience attention during wait times

Transportation hubs like airports, cruise terminals, and train stations create environments where travellers have extended dwell times with limited distractions, making them exceptionally receptive to advertising messages.

Airports are a perfect example. Travellers spend hours waiting at airports, from check-in to boarding, providing a captive audience actively seeking mental stimulation. Strategic placement of engaging OOH displays across security lines, departure gates, and baggage claim areas transforms otherwise idle time into valuable brand exposure.

What makes these captive audience moments so valuable? It comes down to a few key factors:

  • Longer dwell time: Travel often means long wait times, giving you the chance to deliver more detailed messages or tell a story through interactive displays.
  • Fewer distractions: With fewer digital distractions and a heightened awareness of their surroundings, travellers are more likely to notice and engage with advertisements.
  • Varied demographics: Airports are a melting pot and one of the few places where families, leisure travellers, and business executives come together, allowing brands to target diverse audiences in a single location.
  • Global mix: Airports allow brands to engage with a truly global audience, presenting a unique opportunity for cross-market advertising.
  • Access to high-value customers: C-suite executives can be hard to reach. By placing ads in strategic locations like airport lounges, brands can bridge the gap and offer tailored messaging for luxury brands, high-end airlines, hotels, and B2B services.

Whether it’s a theme park promoting family packages on airport digital displays or a beach destination showcasing its attractions in cruise terminals, these strategically placed OOH messages can sway decision-makers at just the right moment. Plus, OOH ads can’t be skipped, so your message is more likely to be seen than on other digital platforms.

For example, Disney’s vibrant ads at LAX and DFW tap into nostalgia and whimsy, sparking an emotional response that draws travellers in.

Disney Cruises at LAX via JCDecaux

Use interactive experiences to drive engagement

Interactive experiences are essential for driving deeper engagement and building meaningful connections with audiences. For travel advertisers, incorporating interactive elements can turn passive viewers into active participants, strengthening brand affinity and inspiring action.

Take, for example, a digital billboard in a bustling city center featuring a QR code inviting passersby to “Scan & Explore.” With a quick scan, users are taken to an interactive landing page where they can browse curated travel guides, receive personalized trip recommendations, and access exclusive booking offers. By strategically placing QR-enabled OOH ads in high-traffic areas like transit hubs and shopping districts, travel brands can seamlessly bridge the gap between inspiration and planning—turning interest into action in just a few taps.

Harness the power of pDOOH for context-driven personalization at scale

While ad placement is a top consideration, so is timing.

Programmatic digital out-of-home (pDOOH) is revolutionizing travel advertising through audience-first planning and real-time data analytics. With this technology, brands can deliver contextual messaging that feels personally relevant while reaching thousands of travellers.

For example, a luxury resort brand that runs a campaign in premium malls targeting high-end shoppers. Their content might showcase resort locations like Dubai or Singapore, positioning them as shopping destinations for lovers of designer brands. In doing so, they reach shoppers who’ve demonstrated interest in high-end experiences when they’re already in a spending mindset.

Contextualized targeting makes sure travel advertisements reach audiences in environments that complement and enhance the message, making them particularly effective for specialized travel segments. These advantages make DOOH a powerful tool for travel brands looking to enhance visibility and engagement in a competitive market.

Capitalize on omnichannel retargeting for continued engagement

One of OOH’s most powerful capabilities is enabling retargeting across channels. By reaching audiences first exposed to DOOH ads via mobile or digital platforms, marketers can deliver a more personalized experience that keeps their brand top-of-mind throughout the customer journey.

To boost brand awareness and drive consideration for its premium luggage, Samsonite launched the Take What’s Yours campaign across major U.S. cities. The campaign encouraged professionals to use their PTO and travel more, with eye-catching DOOH ads placed in high-traffic spots like office buildings, malls, and apartment complexes. Aimed at digitally-savvy consumers, the campaign extended its messaging across CTV, social, and online video for a seamless cross-platform experience—ultimately driving a 53% lift in purchase consideration.

Samsonite drove a significant lift in purchase consideration with its omnichannel campaign

For travel advertisers, this highlights how OOH can convert seasonal foot traffic into real bookings. A resort chain, for example, could deploy transit ads in spring break hotspots, using QR codes to direct travelers to exclusive deals or virtual tours—seamlessly bridging awareness and action.

Leveraging OOH advertising for travel season success

OOH advertising offers unmatched opportunities to engage with diverse audiences around the world. By strategically placing ads at key travel touchpoints and leveraging the power of digital and programmatic OOH, brands can craft campaigns that speak to specific traveller segments while maintaining the broad reach that makes OOH so effective.

Whether your brand is travel-related or simply looking to connect with consumers on the go, now is the perfect time to integrate OOH into your marketing strategy for the season.

Interested in getting started with programmatic DOOH this travel season?

Explore curated audiences in our Travel & Tourism package here!

Product News | October 11, 2021

Broadsign has been named one of Montreal’s Top Employers for a sixth year. Here’s why.

It’s that time of year again. The complete list of finalists from the 20th annual Montreal’s Top Employers competition has been unveiled, and for the sixth consecutive year, we’ve made the grade.

Fun fact: The average Broadsign employee stays with us for over five years—well above the tech industry average of under three years. That speaks volumes about our corporate culture, the values we uphold, and the opportunities we create for our team. With this latest recognition, we’re excited to highlight the key initiatives and values that have helped us build a workplace where people want to stay and grow.

About Montreal’s Top Employers

Montreal’s Top Employers is an annual editorial competition recognizing small and medium-sized businesses in Greater Montréal that offer exceptional places to work thanks to forward-thinking human resources policies. Every year, winners are chosen by a panel of judges who evaluate companies on specific criteria: work atmosphere, social, health and family benefits, vacation time, employee communications, training and skills development, and community involvement. 

A focus on outcomes, not oversight

For over 20 years, creating a positive workplace has been an area of focus for Broadsign. As we’ve grown from a startup-sized team to over 250+ employees globally, so has the need to adapt our workspace.

That’s why in 2024, our head office in downtown Montreal underwent a total redesign to better serve the needs of the modern workforce. The now-open concept encourages cross-departmental collaboration and a stronger sense of community among employees. Comfortable seating areas, ample meeting rooms and office pods are other modernizations. The ultimate goal is, of course, flexibility.

We value flexibility beyond the office with our work-from-home and remote-friendly policies. Broadsigners design their workdays around their lives because we trust them to get the job done—wherever they are. While others push for full office returns, Broadsign remains committed to hybrid work.

The freedom to work from (almost) anywhere

Being an international company means we have employees working all over the globe. That’s why we’ve introduced a “work from anywhere” policy. Employees can request to work beyond their typical workplace for up to 60 days.

Our Marketing Operations Analyst, Andrés Garcia Cureño, recently spent time with his family beyond Canadian borders. “With Broadsign’s Work from Anywhere Policy, I can spend time visiting friends and family for longer than a vacation,” he says. “It allows me to spend time with loved ones outside of working hours without feeling pressured.” 

Having the chance to spend time working from their family home or take an extended trip to a part of the world, they’ve long wanted to visit. So long as the employee has a steady and stable internet connection, works standard working hours, and complies with all travel advisors and other regulatory requirements before booking travel, the policy applies. 

Another Broadsigner, Carolina Torres Moens, Senior Designer, agrees. “With [this policy], I was able to  spend a month in Venezuela with my dad and grandmother—who I hadn’t seen in years.” 

Offline get-togethers

“At Broadsign, there’s a camaraderie between departments, between seniority and junior positions. Broadsign’s a perfect environment to be able to thrive in,” says Karoliina Paukku, Broadsign’s Director of Program Management.

As a company, we operate with a “work hard, play hard” mentality. During working hours, the team is driven and goal-oriented. But after work, we unwind with monthly happy hours, trivia and game nights, and occasional regional parties. More than a good time, these activities are important for building colleague connections.

Health and family benefits

“Well-being is a priority at Broadsign. To ensure that employees are well-supported, we offer an annual wellness program and a health savings account,” says Meghan Hastings, Vice President, Human Resources. 

Broadsign understands the importance of supporting employees through life’s biggest milestones. For growing families, the company offers top-up pay for parental leave, easing the transition into parenthood.

For Technical Account Manager David Muraca, these benefits have made all the difference in achieving a work-life balance that suits his and his family’s needs. “I have two small kids at home because I can choose to manage my schedule accordingly. I do find that Broadsign is quite competitive in terms of benefits, flexibility, work-from-home, or work-life balance.”

We also know how valuable a little R&R can be. As part of our health benefits, Broadsign offers an annual wellness subsidy that employees can put towards various activities and purchases, like gym memberships, ski passes, and more! That said, we also encourage our employees to take time off. Our time-off policy, which includes a three-week starting vacation allowance—plus additional paid time off between Christmas and New Year’s—means Broadsigners can relax and unwind.

Training and skills development

There’s a strong focus on professional development and continuous learning at our company. To support this, we’ve introduced a training and skills development program—because as industry leaders, growth and learning never stop. Our Continuous Improvement Plan enables team members to collaborate with their managers to identify training opportunities that align with their career goals.

Additionally, everyone receives an annual training budget, which covers up to three paid training days, helping them expand their skills and advance in their roles.

Commitment and involvement 

Of course, being recognized as a Top employer comes with the responsibility of fostering an inclusive and supportive work environment. Every day, we take steps to create a workplace where everyone can feel seen, heard and, most importantly, valued.

Whether in the form of sensitivity training, women-led and women-focused workshops, internal Lean In Circle programs, or unconscious bias training for managers, senior leadership, and decision-makers, we are committed to fostering an inclusive and equitable workplace. These initiatives ensure that every team member is supported and empowered to thrive.

  • Paid volunteer days: We offer our employees the chance to volunteer at organizations they are passionate about for two days per calendar year, and often match their donations. 
  • Sustainability efforts: We’re serious about our commitment to sustainability. We’ve already set ambitious goals and are continuing to look for new ways to make the out-of-home industry a greener one. If you’re interested in reading more about the progress we’ve already made, read our sustainability statement.
  • Diversity, Equity, and Inclusion: Our commitment to DEI is more than words. We’re continually taking steps to encourage a culture of diversity and equity in all aspects of our business, ensuring that all of our employees and partners feel valued, heard and comfortable to bring their whole selves to work every day.

If you’re looking for a workplace that empowers, supports, and inspires, we’d love to hear from you. Explore our job openings here.