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

Meet Arno Buskop, Broadsign’s new Senior Director of Data Strategy

We’re excited to welcome Arno Buskop to the Broadsign team as our new Senior Director of Data Strategy. Arno joins us from GroupM’s Kinetic, where he spent nearly 15 years at the intersection of data, technology, and research in out-of-home (OOH) media. With deep experience in data-driven planning, measurement, and software development, Arno has helped shape how modern OOH campaigns are executed and evaluated.

As he steps into this new role at Broadsign, Arno brings with him a sharp perspective on the future of OOH and how data can drive smarter decisions, stronger outcomes, and greater accountability across the ecosystem.

We sat down with Arno to hear more about his vision for the industry, what excites him about the medium, and why now is a pivotal moment for data strategy.

What excites you most about working in out-of-home advertising today?

What excites me is that, even after two decades of working in OOH measurement, research, and technology, the puzzle still feels unsolved. That ongoing challenge, bringing all the moving parts together, is what keeps me motivated. At the same time, the pace of change is accelerating. Data and technology are evolving rapidly, and the art (expertise) and science (data) of OOH are converging more than ever. As the art increasingly integrates into platforms, it’s critical that we stay focused on doing the right thing and delivering real value for advertisers.

That creates a powerful moment of opportunity. Broadsign holds a unique position in the market—widely adopted and deeply embedded in the core of digital ad delivery and optimization. We now have the chance to build on that foundation, in collaboration with clients and partners, to help shape what’s next for the entire OOH industry.

In your opinion, what defines a strong data strategy in OOH, and where do you see the biggest opportunities for growth?

A strong OOH data strategy aligns planning, activation, and measurement throughout the entire ecosystem. It begins with trustworthy audience data, both deterministic and modelled, and layers in contextual signals unique to the physical nature of the OOH environment. But it’s not just about collecting data; the real value comes from connecting it in meaningful ways that drive better outcomes.

The biggest growth opportunities lie in predictive capabilities, more intelligent targeting, and real-time creative optimization. AI has a major role to play in making these complex scenarios more understandable. In the near future, AI will begin to reshape how we forecast audiences, validate delivery, and dynamically adjust campaigns.

What are some of the key challenges brands face when leveraging data in OOH, and how can the industry address them?

The biggest challenges stem from fragmentation across methods, data standards, and practices. Many markets, and therefore brands, still face inconsistent audience definitions, limited transparency, and unreliable impression validation. There’s also a clear gap between the desire for seamless omnichannel execution and the current realities of how OOH fits into that broader landscape.

To move forward, we need shared benchmarks, improved data interoperability, and stronger collaboration across the value chain. As programmatic investment continues to grow, fraud prevention, brand safety, and data accuracy must become industry-wide priorities.

Where does measurement stand today, and how should it evolve moving forward?

Measurement in OOH has come a long way, but it still varies by market, vendor, and methodology. We’ve moved beyond basic reach proxies and are beginning to validate impressions and connect exposure to outcomes. Still, accountability remains inconsistent.

There’s a clear need for transparent, shared metrics and standards that both buyers and sellers can align on. We also need to be honest about what’s modelled, what’s observed, and what’s assumed. That level of clarity becomes especially important when combining data sources or building attribution models.

Ultimately, measurement should help OOH close the loop from planning to delivery to performance. It’s not about finding one perfect number; it’s about developing frameworks that build confidence, reduce friction, and enable brands to invest with trust.

At the same time, OOH can take inspiration from digital channels by adopting a smarter, more agile mindset—planning more effectively, optimizing in real time, and consistently proving value. This includes using better segmentation, dynamic delivery strategies, and real-time adjustments.

However, the goal isn’t to replicate digital. OOH’s strength lies in its physical presence, contextual relevance, and brand-safe, emotionally resonant environments. The real opportunity is in combining those unique qualities with digital intelligence.

How do you see the medium integrating more seamlessly with omnichannel media strategies?

The market is demanding it. Agencies are consolidating planning and driving toward true omnichannel execution. For OOH to thrive in this environment, it must integrate with all major buying platforms, align on metrics, and communicate in the same terms as other media channels.

At the same time, we need to proactively assert our influence and show that we’re equipped to navigate complexity, especially as other channels continue to introduce new priorities that can easily shift attention elsewhere.

With the continued shift toward digitization and programmatic buying, which trends or technologies are you most eager to see evolve?

I’m excited about AI and automation, not just for optimization but for their potential to reduce manual effort across the entire ecosystem. We need to use the industry’s expertise to build better plans and execute more effectively, not waste it on repetitive tasks. I’m also closely watching how mobility and location data can deepen our understanding of audiences and improve delivery. In addition, I see creative and media planning beginning to converge, which presents a major opportunity for platforms like Broadsign that sit at the heart of ad delivery.

Product News | October 11, 2021

Understanding dynamic creative optimization in out-of-home

In out-of-home (OOH) advertising, capturing attention is just the first step—real impact comes from delivering the right message at the right moment. As personalization rises in priority and real-time data becomes more accessible, Dynamic Creative Optimization (DCO) is emerging as a must-have strategy. By automatically adapting ad content based on live signals like location, time of day, weather, audience demographics, or current events, DCO helps maximize the effectiveness of digital OOH (DOOH) campaigns.

At the same time, programmatic DOOH (pDOOH) has revolutionized how campaigns are bought and delivered, enabling smarter, automated, and data-driven ad placements. But while programmatic ensures ads appear at the optimal time and place, it’s the creative that determines whether the message truly resonates. Even the most precisely placed ad can fall flat without visuals tailored to the moment—and that’s exactly where DCO delivers.

And the data backs it up. Research from Clear Channel UK found that incorporating contextually relevant messaging in DOOH campaigns increases effectiveness by an average of 17%. Similarly, a study by Analytic Partners revealed that investing in OOH creative, particularly dynamic and tailored messaging, can drive 2.5x higher returns. The same research also found that creative accounts for 41% of the potential ROI from the medium, highlighting its central role in campaign performance.

Creative that moves with the moment

In digital OOH, dynamic creative responds to real-time triggers like location, time of day, weather, and live data to deliver timely, relevant content. For example, brands and advertisers can promote in-store offers near specific screens, target commuters during rush hour, adapt messaging to current weather conditions, serve updates based on live sports scores, stock market changes, or trending topics.

For more advanced strategies, marketers can layer in audience data, like crowd density or movement patterns, to inform when and where ads appear. Custom APIs can also be integrated into the campaign planning process to trigger creatives based on specific conditions, like team scores, lottery amounts, bus schedules, and more.

One brand that successfully leveraged dynamic creative is McDonald’s, which set out to promote its refreshing Summer Coolers in Qatar by delivering dynamic messaging during the region’s hottest days. Partnering with Splicky DSP, Elan Media, Saatchi & Saatchi, and Broadsign, the brand launched Qatar’s first weather-responsive pDOOH campaign. Custom creatives were triggered by real-time temperatures between 35°C and 45°C, ensuring the content aligned with local conditions and captured audience attention at the perfect moment. The result was a 7% sales lift for the Summer Coolers lineup. Supporting this, more data from Analytics Partners found that weather-adjusted creative can drive a 57% increase in performance compared to traditional advertising approaches.

A McDonald’s Summer Coolers ad appears on a digital screen in Qatar, dynamically activated when temperatures soar between 35°C and 45°C.

Strategic advantages of dynamic creative in OOH

While “dynamic” once simply referred to motion or video, today’s DCO capabilities go far beyond that. In a programmatic environment, dynamic creative is fluid, automated, and adapts in real time, either through multiple creative variations or modular templates built with interchangeable elements like headlines, images, and calls to action. These templates, powered by live data, remove the need to build static assets for every scenario, streamlining production, reducing overhead, and speeding up time to market. They also enable more cohesive and personalized storytelling, sequenced across different times and locations.

One of the biggest advantages of dynamic creative is campaign agility. Brands can adjust messaging mid-flight based on performance data or changing market conditions, helping minimize wasted impressions. Sequencing creative throughout the day or across geographies allows for more personalized, funnel-driven brand experiences that drive stronger engagement. Additionally, brands can influence real-world behaviours by responding to contextual triggers, like promoting in-store visits during sales, encouraging shared ridership during transit delays, or driving in-app betting activity based on live sports scores.

Dynamic campaigns also generate meaningful performance insights. Marketers can identify which creative variations and data triggers are most effective, access those learnings directly through the DSP, and apply them in real time. These insights can also guide broader cross-channel strategies across social, display, video, CTV, mobile, and audio.

For media owners, dynamic creative unlocks new monetization opportunities. A single screen can serve multiple creative variations throughout the day, making campaign packages more flexible and competitive while positioning their networks as innovative, responsive, and ready for what’s next.

Key considerations

A common perception is that DCO is overly expensive, highly technical, and too complex to implement—but with the right partners and platforms, it’s increasingly accessible. While DCO brings a new level of creativity and relevance to digital out-of-home campaigns, it does come with some considerations.

Firstly, a strategic setup is key. Launching a DCO campaign involves more than just activating media; it requires upfront planning, including designing flexible creative templates, integrating real-time data feeds, and selecting inventory that supports dynamic delivery. More advanced campaigns, especially those requiring high creative flexibility and live updates, call for a more robust setup. Marketers should evaluate their tech stack: does it support HTML5, live data feeds (like weather or store traffic), a dynamic creative authoring tool, a CMS for approvals, and publisher networks that can deliver dynamic content?

Next, consider how your creative needs to be built. Do you have to create many custom creatives for every scenario or can your DSP render dynamic elements on top of an image or video in real-time depending on the scenario? For a complex campaign, this could save you many hours of work.

The path forward for smarter DOOH

Advancing DCO is key to positioning digital out-of-home as a high-performing, modern media channel. It elevates both relevance and effectiveness, showcasing the format’s full creative and data-driven potential and helping to drive long-term growth for the medium. Getting there will require industry-wide collaboration and a shared vision for dynamic creative that blends automation with storytelling and prioritizes both performance and user experience.

While industry alignment is an ongoing journey, running a dynamic OOH campaign today doesn’t have to be complicated. With the right partners and technology in place, brands can simplify execution, explore new creative possibilities, and start seeing stronger results from digital out-of-home campaigns.

Reach your target audience with contextually relevant messaging across premium screens. Launch a programmatic DOOH campaign with Broadsign.

Product News | October 11, 2021

Turn your in-store screens into revenue machines: How to monetize data through retail digital signage

Are you sitting on a goldmine of customer data but struggling to maximize its value across your entire retail ecosystem? You’re not alone. While many retailers have turned first-party data into profitable digital retail media networks (RMNs), extending these strategies in-store remains a largely untapped opportunity. By leveraging first-party data, you can turn in-store digital screens into a high-value revenue stream while delivering targeted, contextual marketing close to the point of purchase.

Integrating in-store retail media into your broader RMN strategy elevates the shopping experience, increases brand ROI, and drives greater retailer profitability. Public data from Tesco and Walmart shows that featuring products on in-store screens typically delivers a 7% product sales lift and a 4% brand halo effect. While digital still leads investments, in-store retail media is gaining traction, with ad spend projected to reach $1 billion by 2028, highlighting the growing value of physical stores as advertising platforms.

This guide explores why top retailers are doubling down on in-store media, how data monetization fuels new revenue streams, and what it takes to build a connected, omnichannel RMN strategy—so you can increase ad revenue, elevate engagement, and stay ahead in a competitive landscape.

Key takeaways for retailers:

In-store retail media networks transform physical spaces into valuable advertising platforms
First-party data enables relevant, privacy-compliant ad targeting to enhance shopper experiences
Integrating in-store digital signage and digital strategies creates cohesive, high-impact advertising campaigns
Measuring success through advanced analytics proves ROI and attracts brand partnerships

Understanding in-store digital signage

An in-store retail media network is made up of digital screens positioned throughout a store, including entrance displays, endcaps, checkout monitors, and areas with longer dwell times, like in-store pharmacies, that deliver targeted ads to shoppers at the point of purchase. By tapping into these screens, physical retail locations can be turned into impactful advertising channels for brands.

Walmart’s in-store network and Tesco’s plan to triple its connected screens show how leading retailers are betting on physical retail media. It’s a smart move—82% of purchase decisions happen in-store, and 62% of shoppers make impulse buys, underscoring the impact of in-store media on consumer behaviour.

READ ALSO: Learn more about in-store vs. online retail media, including how each one impacts the consumer shopping experience

The power of first-party data in retail digital signage

Unlike traditional in-store ads that rely on static displays, in-store retail media networks (RMNs) use first-party data to deliver dynamic, contextual messaging based on shopper behaviour. By tapping into insights from loyalty programs, past purchases, and real-time engagement, content can be tailored to store audiences and key moments in the shopping journey, creating a more personalized in-store experience that drives higher engagement, conversion, and basket size.

For example, you might promote high-margin breakfast items in the morning, surface seasonal or regionally popular products, or suggest complementary items based on purchase history. If inventory runs low, the system can automatically swap ads for alternatives, ensuring every placement remains relevant and effective.

READ ALSO: Learn how technology is disrupting in-store experiences and why in-store media is essential for forward-thinking retail media strategies

Revenue generation and integration strategies for in-store retail media networks

Successfully monetizing first-party customer data through in-store retail media takes more than basic screen placements — it requires the right tools, a clear strategy, and the ability to package high-intent touchpoints into larger, omnichannel campaigns that drive greater impact.

Common monetization streams include:

Selling ad placements on digital screens in high-traffic areas: A grocery store might offer screen placements near the produce section to endemic brands, like healthy snack or meal kit companies, whose products are sold in-store. Non-endemic brands, like a fitness app or credit card provider, might also buy screen time to reach shoppers while they’re considering lifestyle or financial decisions.
Sponsored product promotions: Brands pay for in-store ads highlighting specific products, like endcap displays or shelf-edge screens showcasing new items or seasonal offerings.
Cross-channel advertising packages: Bundling in-store ad placements with digital campaigns on their websites, apps, and email newsletters offers brands a unified way to reach shoppers across multiple touchpoints.
Retailer-owned brand promotions: Using in-store signage to promote private-label products can drive sales and increase profit margins on your own offerings.

READ ALSO: Learn how to use digital signage to enhance the in-person shopping experience, with actionable strategies and revenue-driving tips

Integration strategies for in-store and digital RMNs

Driving revenue and performance requires strategic planning and a strong infrastructure that delivers consistency, responsiveness, and clear performance insights. Here are four key areas where alignment and smart tech investments matter most:

Unified campaign planning: Consider designing advertising campaigns that span both in-store and digital channels. For example, a holiday promotion might combine ads on in-store screens, website banners, email campaigns, and social media posts, all reinforcing a consistent message across every touchpoint. This integrated approach is powerful—research from the OAAA and Comscore shows that OOH drives online activation rates 5 to 6 times higher than expected, outperforming other channels in generating digital engagement.
Centralized data management: Leveraging first-party data from both online and offline interactions provides a holistic view of shopper behaviour, enabling smarter ad targeting and more effective placement across channels.
Dynamic content delivery: Leverage programmatic technology to deliver highly targeted, contextually relevant content across in-store digital screens in real time. By integrating data sources such as inventory levels, shopper demographics, loyalty profiles, and external triggers like time of day or weather, messaging can dynamically adjust to align with shopper needs and behaviour. For instance, if a product is well-stocked, nearby screens can prioritize promotions or bundle offers to help drive sell-through.
Cross-promotion opportunities: In-store RMNs can be used to drive traffic to digital channels and vice versa. For example, an ad displayed at checkout might encourage shoppers to download the retailer’s app for exclusive discounts or reward points.

Target’s retail media network, Roundel, is a prime example of how integration drives success. Roundel combines in-store advertising with digital campaigns using first-party data from Target’s loyalty program and purchase histories. Brands can run ads on Target’s website and app while simultaneously promoting products through in-store displays and checkout screens, creating a cohesive campaign that reaches shoppers wherever they are.

Measuring success in in-store retail media networks

As in-store retail media evolves, accurate performance measurement is more important than ever. The key to success is combining traditional retail metrics with digital advertising KPIs to fully capture the impact of in-store campaigns.

To help streamline this process, the IAB In-Store Retail Media Standards—developed by IAB Europe and IAB US—established a framework to address the rapidly expanding in-store retail media opportunities and offer unified definitions, measurement standards, and guidelines for ad formats and store zones. These guidelines provide the clarity and consistency needed to evaluate in-store media with the same rigour applied to digital channels.

Measurement can be strengthened by leveraging incremental impact analysis, like holdout testing, to isolate campaign lift. For example, Kroger now offers incremental sales measurement to directly connect campaign exposure with ROI. By integrating loyalty data, online behaviour, and in-store activity into unified shopper profiles, brands gain a clearer view of the customer journey and can attribute outcomes more effectively.

Closed-loop reporting further enhances this by linking ad exposure to actual purchase data, while AI-powered analytics reveal meaningful patterns in shopper behaviour. Programmatic tools allow for real-time optimization of in-store campaigns, and multi-touch attribution models ensure that both online and offline touchpoints are accounted for in performance analysis.

Together, these strategies help retailers and advertisers demonstrate the value of in-store retail media while continuously improving results through data-driven insights.

Want to make the most of your data with in-store digital advertising?

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. Learn more today.

Product News | October 11, 2021

How 75Media increased its fill rates by 15% with the Broadsign Platform

2024 was a record-breaking year for out-of-home (OOH) advertising in the United Kingdom (UK). Total OOH revenue for the region grew 7.7%, pulling in a record-breaking £1.4 billion in revenue. While spend is expected to cool down slightly in 2025 at 7.2%, the medium will grow through technological innovations like dynamic digital billboards, interactive displays, and programmatic advertising.

Digital OOH (DOOH) now dominates the OOH landscape, accounting for 67.1% of total spend as brands seek the flexibility and creativity that digital offers. That being said, demand for static OOH – also known as classic OOH– isn’t going anywhere, remaining an effective medium for long-term brand-building campaigns.

With both formats offering distinct benefits to advertisers, the most effective campaigns combine both. This is where UK-based media owner 75Media comes in. As one of the leading providers of large-format static and digital roadside billboards in the region, 75Media makes it easy for brands, big and small, to tap into the power of OOH with the flexibility, scale and simplicity that modern advertisers need today.

How 75Media makes out-of-home simple for buyers

Wanting to provide brands with national reach through large-format, high-impact roadside billboards, 75Media’s sites are strategically positioned in high-traffic locations across the UK. These include key commuter routes and busy city centres, with placements carefully chosen for their proximity to gyms, shopping centres, supermarkets, and other points of interest.

Through a series of strategic acquisitions, 75Media has exponentially grown its network, going from 140 to nearly 1,300 digital and static billboards across the UK in just five years. Today, with just over 1,000 large-format static billboards, 75Media’s hybrid network is about 75% static and 25% digital.

75Media’s static and digital roadside billboards

In addition to their wide-reaching network, advertisers choose 75Media’s network because they make OOH measurable and efficient without compromising on quality. Wanting to deliver real audiences to clients as quickly as possible, 75Media focuses on minimizing the back-and-forth typically needed to book OOH campaigns.

75Media’s network attracts a broad mix of advertisers and campaigns, including major brand campaigns, fast-moving consumer goods promotions, as well as ads for local businesses, the public sector and charitable organizations. On the digital side of its network, there’s exciting momentum toward dynamic creative optimization (DCO) campaigns. Collaborating with their data partners, DOOH.com, Veridooh and Artbot, 75Media has been unlocking new ways for brands to engage with their audiences in real-time.

One notable dynamic, data-driven campaign that ran on 75Media’s network was Nike’s campaign featuring renowned Norwegian professional footballer Erling Haaland for the promotion of its new Mercurial football shoe. Leveraging the dynamic triggers available on the Broadsign Platform, the artwork and messaging of the DOOH ad would dynamically update whenever Haaland scored a goal during a match.

How Broadsign makes it easy for 75Media to run its network

One platform to efficiently scale, manage, and sell their digital and static out-of-home inventory

75Media has been using the Broadsign Platform since day one. Operations Director Alex Simpson—one of 75Media’s founding directors—had previously used Broadsign at his former company and saw first hand how reliable and effective the platform was. So when 75Media launched in 2020, continuing that partnership was a natural choice. And with their significant growth plans, they needed a platform that was capable of seamlessly scaling alongside their business.

In addition to the platform’s robustness and reliability, 75Media chose Broadsign for its content and network management capabilities. The manual work typically tied to campaign scheduling, booking and execution is now automated, freeing up the team’s time to focus on enhancing advertisers’ experience with OOH.

Moreover, managing their static and digital assets through the Broadsign Platform not only kept things efficient and organized, but also provided them with seamless workflows to plan, execute, and monitor static and digital OOH campaigns without unnecessary complications.

“The reporting capabilities provided by the Broadsign Platform for our digital and static assets allow us to be totally transparent with our clients. Being able to show brands exactly how their campaigns are performing in-flight is invaluable.”
Alex Simpson, Operations Director, 75Media

How 75Media optimizes fill rates with Broadsign’s flexible campaigns

Another key capability that 75Media has been leveraging is Broadsign’s flexible selling tools for their DOOH campaigns. This gives them access to our flexible campaign types, which are goal-based and data-triggered, allowing you to deliver more targeted results. In fact, 80% of DOOH campaigns that ran on 75Media’s network in 2024 leveraged flexible campaigns.

The most widely used flexible campaign type was the Campaign Average Share of Voice (SoV). This 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 vary day-to-day to accommodate other campaigns requiring the same screens, but the target average SoV across all screens over the campaign’s duration will always be met.

This is made possible by Broadsign’s rebalancing feature, which leverages our optimization engine to modify the pace at which a campaign is delivered to guarantee targets are met. Since adopting these new flexible capabilities, 75Media has seen an increase of 15% in its screen fill rates and has strengthened its client relationships by offering more flexible solutions.

“Broadsign’s rebalancing feature helps deliver our campaigns efficiently while allowing us to maximize the space across our inventory. It’s particularly useful in ensuring everything runs smoothly without daily intervention from our delivery team.”
Alex Simpson, Operations Director, 75Media

The Campaign Average SoV campaign type is particularly useful for markets where flexible buying has not been widely adopted. Buyers can maintain the same fixed results typically obtained through slot-based campaigns while providing you with the operational flexibility to fill your network optimally.

What we can expect from 75Media in the near future

While 75Media will continue to invest in new digital and static sites to extend its coverage and reach, its focus in the near future is to become the most efficient OOH operator in the market. It plans to do this by investing in new technology and automation, removing the medium’s preconceived pain points, and providing the quickest way to buy OOH.

Additionally, as programmatic capabilities continue to evolve, advertisers will grow more confident in data-driven OOH. With demand expected to rise, 75Media is actively exploring new audience analytics and multiple data integrations to enhance targeting and boost campaign effectiveness.