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

What’s new in the Broadsign Platform: Sophisticated targeting, creative management and UI improvements

Spring has finally sprung, which means fresh air, greenery, and, most importantly, fresh updates to the Broadsign Platform. This season, we are bringing you sophisticated targeting tools, streamlined creative management, and major UI improvements to make the campaign planning and management process for directly-sold campaigns as seamless as possible for campaign planners. 

Why does this matter? While the activation process for digital out-of-home (DOOH) may only require a couple of minutes, the campaign planning and management process often requires much more time. Discovering available and relevant inventory, collecting data to prove the medium’s effectiveness in meeting campaign goals, and managing campaign creatives are all time-consuming tasks.

The new spring updates introduce a new level of automation that not only reduces the time and complexities of getting DOOH campaigns out the door but also helps make out-of-home (OOH) a competitive and attractive medium for buyers. Let’s dive in!

Sophisticated targeting tools that find the best inventory 

Granular targeting shouldn’t be exclusive to programmatic. That’s why last year, we introduced targeting tools for directly sold campaigns executed through the Broadsign Platform, giving campaign planners the same flexibility and comprehensive targeting capabilities as online and programmatic media buyers. 

The targeting tools included the ability to filter your inventory by location and key points of interest (POIs), enabling campaign planners to find the most relevant inventory for each campaign at the click of a button. An intuitive map view was also introduced, allowing you to better visualize your inventory with quick filtering options by area, support for bulk location uploads, and setting radius parameters. 

This year, we’re introducing two powerful targeting upgrades for directly sold campaigns: demographics and criteria targeting. With demographics targeting, you can filter inventory by attributes like age, gender, or occupation to find the screens that will maximize campaign impact. We’ve also enhanced criteria targeting, giving you more granular control over inclusion and exclusion rules. For example, when building a proposal for an alcohol brand, you can now quickly exclude screens that don’t allow alcohol ads from your inventory search in just a few clicks. 

These new additions to the Broadsign Platform not only reduce the manual work required for inventory discovery but also give your team the opportunity to be a more strategic partner to buyers. We’re also excited to share that these enhanced targeting capabilities are now available to Broadsign customers worldwide! 

Simplified creative management and centralized campaign planning

Media owners juggle multiple campaigns and creatives at the same time, and without the right tools, the creative management process can become complex and stressful for your teams. Last year, we released our in-platform creative management tools, which allowed you to create, edit, manage, and assign campaign creatives with ease. On top of that, we also made it possible for you to push your campaigns live through the Broadsign Platform, eliminating the need to go through Broadsign’s desktop tools. 

In this latest update to the Broadsign Platform, we’re introducing creative scheduling. You’ll now be able to apply multiple scheduling options to your creatives, making it easier than ever to deliver the right message at the right time. You can also target your content by time of day or event, making it easier than ever to adapt your messaging to dayparts or changing campaign goals. Finally, you can update your creatives in real-time, allowing you to plan and deliver up to 55% of your campaigns in one unified workflow directly in-platform. 

Additional management tools for an improved user experience

Along with comprehensive creative management and targeting tools for directly-sold campaigns, additional tools and UI enhancements have been added to improve the usability and user experience of the Broadsign Platform:

Inventory package accessibility

Access inventory packages effortlessly through the platform’s updated navigation bar, enhancing efficiency and ease of use.

Centralized settings management

Administrators can now adjust and manage all necessary settings for digital and static inventory, user management, and more directly within the platform’s web-based UI through a centralized hub for control and configuration.

Campaign monitoring enhancements

With the newly implemented progress indicator, real-time monitoring of campaign pacing is now possible, giving immediate insight into campaign performance. This allows for quick adjustments to be made, as needed, to meet campaign goals effectively.

Search functionality and filters

An improved search mechanism, complemented by additional filters like campaign, client or contract names, enables quicker and more accurate campaign retrieval, saving time and improving workflow.

Line item list

You can now access a list of all line items directly through the navigation bar. Operations teams now have a more precise and comprehensive view of all bookings made on your network.

Dashboard customization

Tailor the platform’s dashboard to meet individual needs, ensuring that the most relevant and important information is always front and center.

Interested in testing out these new features? Book a demo today

Product News | October 11, 2021

How to integrate in-store digital signage into your retail media network

If your retail media network (RMN) is thriving online but underutilized in-store, you’re not alone, and there’s untapped value waiting on the sales floor. While many retailers have monetized their websites and apps, in-store signage often remains overlooked and disconnected from broader retail media efforts.

Forward-thinking retailers are closing the gap by deploying in-store screens or connecting existing ones to their broader retail media ecosystem using specialized digital signage software. From investing in new displays to syncing with data systems, workflows, and programmatic platforms, they’re transforming stores into dynamic, measurable environments that complete the omnichannel shopper journey.

The benefits go far beyond operational efficiency. As of 2025, more than 200 RMNs operate globally, each with its own formats, technologies, and measurement frameworks. This fragmentation has become a major challenge, with marketers calling for more standardization to unlock the next wave of retail media investment. Integrating in-store signage into a cohesive strategy helps retailers close the loop—connecting the full shopper journey, enabling comprehensive measurement, and driving long-term growth for both themselves and their brand partners.

Whether your goal is to enhance in-store advertising, maximize ROI on existing hardware, or deliver smarter, data-driven shopper experiences, this roadmap will help you turn screens into a strategic cornerstone of your retail media network.

Why digital signage is critical to your retail media strategy

Despite the rise of e-commerce, 80% of purchases still happen in-store, making the physical store a high-impact, yet often underutilized, media environment. Still, many RMNs prioritize digital channels like websites, apps, and email, overlooking the opportunity to bring that same power to the sales floor.

Digital signage bridges the gap between digital media and in-person purchase moments. It turns your store into a full-funnel, monetizable channel that enhances, not competes with, your broader retail media strategy. Here’s how:

  • Connects online precision to in-store decisions: Bring the targeting and flexibility of digital media into the physical store, where buying decisions are made, with dynamic, contextually relevant content—brand campaigns, personalized promos, seasonal messaging—delivered right where buying decisions happen.
  • Monetizes real-world traffic: Turn foot traffic into a scalable revenue stream by offering brand partners premium placements on high-visibility screens, targeted by location, time, or context—especially impactful during add-to-cart moments.
  • Delivers measurable, flexible performance:  Modern digital signage platforms integrate with your data and ad tech stack, enabling real-time scheduling, updates, and reporting. Track key metrics—product engagement, sales lift, dwell time—and connect in-store exposure to online behaviour.
  • Enhances the shopper experience: Effective signage supports the customer journey, not disrupts it. From back-in-stock alerts to curated promotions, digital displays make in-person shopping more engaging, relevant, and responsive.
  • Powers your omnichannel strategy: Signage closes the loop between discovery and conversion, syncing messaging across email, mobile, online ads, and in-store screens so shoppers experience a consistent, connected journey.

READ ALSO: Why in-store media is essential for forward-thinking retail media strategies

Integrating digital signage into a unified retail media strategy

Whether you’re building from scratch or integrating existing screens into your retail media stack, you need to lay the right foundation. That means designing a signage strategy built for scale, content relevance, and future monetization — and then connecting it to the data, workflows, and systems that power your RMN.

As Jonathan Franco, Broadsign’s Global Head of Retail Media, notes in a recent piece on bridging lessons from digital out-of-home (DOOH) to in-store media: “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.”

In other words, a successful signage strategy goes beyond high-traffic ad placements or hardware specs. It’s about creating strategic touchpoints that support the full shopper journey and integrate seamlessly with your broader digital media operations.

Here’s how to bring it all together:

1. Plan your screen zones with both placement and content in mind

Think like a media planner, not just a merchandiser. Whether you’re starting from scratch or expanding an existing setup, begin by aligning screen placement with key shopper moments:

  • Entrances: High-impact campaigns and branded takeovers
  • Main aisles: Seasonal themes or product spotlights
  • Promo zones & end caps: Shoppable content, limited-time offers
  • Checkout areas: Loyalty messaging, app signups, basket-building prompts
  • Specialty departments (e.g., pharmacy, bakery, butcher): Context-specific content like curated product picks, pairing suggestions, or department-specific promos 

Once placement is mapped, define content zones and use cases that bring structure and scalability to your network:

  • Utility-first content like wayfinding, back-in-stock updates, and localized promos
  • Retailer-owned storytelling through seasonal campaigns or private label features
  • Brand-sponsored media with paid placements, co-branded messages, and monetizable ad space

Pro tip: Map screen zones based on foot traffic, dwell time, and product affinity to guide content planning and ad pricing. This helps ensure a coherent in-store experience while maximizing the media value of each screen.

2. Keep it flexible and connected

Retail moves fast — and so should your signage. Choose a retail digital signage platform that’s not just flexible but also built to integrate with your broader retail media stack. In particular, look for solutions that support:

The more your signage tools sync with your RMN systems, the easier it is to deliver value to brand partners and internal stakeholders alike.

READ ALSO: How to choose the best digital signage software for your business

3. Align signage with your cross-channel media strategy

The same shopper might see your ad on social media, browse your website, and visit your store—all in a single day. To keep pace, your content and media offerings should reflect a cohesive journey. When deployed strategically, in-store screens become physical extensions of your digital media plan — not standalone inventory.

For marketers, that means:

  • Repurposing assets from other RMN channels (e.g. email banners, social creative, seasonal campaigns)
  • Reinforcing digital campaigns or driving app engagement via in-store screens
  • Ensuring messaging is consistent across in-store and online touchpoints
  • Bundling signage with other digital placements in your media kits
  • Offering tiered packages with omnichannel reach or localized activations
  • Providing turnkey creative support to streamline advertiser onboarding

When thoughtfully integrated, digital signage becomes a powerful part of your go-to-market strategy, helping brands reach shoppers with the right message at the right time, both online and offline. Integration isn’t just about technology; it’s about alignment across content, channels, and teams.

4. Centralize measurement and reporting

One of the biggest hurdles in building or scaling digital signage within your retail media strategy is measurement. Without a clear plan, in-store signage can quickly become disconnected from your broader performance story—making it harder to justify spend or demonstrate value to advertisers.

To avoid that, build signage into your reporting framework from day one. Start by tracking foundational metrics:

  • Screen-level impressions and play counts to understand exposure volume
  • Dwell time to assess attention and engagement
  • Content playback logs to validate ad delivery and campaign pacing

Then, go deeper by connecting signage exposure to in-store outcomes, like product interaction, add-to-cart moments, or sales lift. These insights help prove that your in-store media is driving real business results, not just awareness.

By applying consistent measurement frameworks across both online and offline channels, you can tell a unified, full-funnel story. Mirroring key OOH and digital metrics—like reach, frequency, and lift—helps demonstrate how in-store signage works in tandem with campaigns on email, mobile, and paid social.

Modern digital signage platforms provide unified in-store reporting, making it easier to analyze performance, share results with brand partners, and refine campaigns in real time—turning in-store media into a measurable, scalable revenue channel within your retail media network.

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.

Ready to make your in-store signage a seamless part of your RMN?

Whether you’re planning your first deployment or optimizing existing screens, Broadsign’s industry-leading platform makes it easy to connect your in-store signage with the rest of your retail media ecosystem. With over two decades of experience in digital out-of-home, we help retailers build, manage, and monetize scalable signage networks that align with your broader media strategy.

Get in touch to see how we can help you unlock the full value of your in-store presence.

Product News | October 11, 2021

Broadsign Unveils Automated In-Advance DOOH Transactions

New platform capability to extend and simplify traditional DOOH and OOH buys through automated trading platforms; early adopter WPP Media Netherlands, formerly GroupM Netherlands, one of the first to deliver DOOH campaign with the technology

MONTREAL, June 3, 2025Broadsign today announced Broadsign In-Advance. Breaking down longstanding accessibility barriers to out-of-home (OOH) advertising, the new Broadsign Platform capability unlocks automated in-advance Digital OOH (DOOH) transactions, with support for static OOH transactions anticipated via a future update. Programmatic media buyers can now leverage Broadsign In-Advance to secure guaranteed DOOH campaigns months ahead of delivery using technology built on top of familiar automated trading tools. It also allows direct DOOH buyers to streamline historically lengthy buying cycles, saving hours spent manually discovering, curating, and reserving inventory. 

With most OOH and DOOH media purchases still taking place manually, Broadsign In-Advance is designed to enable programmatic and traditional buyers to use automated, dynamic processes for guaranteed in-advance buys. It improves planning flexibility, significantly reduces back-and-forth communications between media buyers and owners to confirm the availability of and secure inventory, and simplifies campaign adjustments. The advancement further unlocks the data-driven targeting available via programmatic buying platforms for more traditional DOOH buys, so media buying teams can make more informed decisions to maximize the performance of their reserved campaigns.

DOOH media owners who make their inventory available for in-advance buys via the new capability similarly benefit from more efficient transactional processes and enhanced revenue potential through access to new buyers. They can choose the inventory they want to make available, and Broadsign In-Advance will automate bookings based on their defined business rules. Demand partners who activate the new capability via their Broadsign Supply-Side Platform (SSP) integration will be able to unlock previously unavailable inventory to support new campaign types and maximize profitability. 

WPP Media Netherlands (formerly known as GroupM Netherlands) has already tested the new capability to secure DOOH ads across the Netherlands via OutMoove, the inaugural DSP to integrate with Broadsign In-Advance. As Broadsign evolves the technology, it will continue to enlist new demand and both digital and static OOH media owner partners worldwide. Representing one of the first agencies to execute a transaction supported by Broadsign In-Advance, WPP Media Netherlands Practice Lead OOH Noella Klein Ikkink said, “We see the potential of Broadsign In-Advance to increase efficiency for media buyers for standalone direct buys or in the mix with programmatic activation. It could also facilitate more streamlined, packaged buys alongside current buying methods and open up more opportunities to determine the best path forward, depending upon our planning strategy and budget.”

“OOH is one of the most enduring ad mediums today, yet it’s one of the most complex to transact outside of programmatic, which only accounts for less than ten percent of global digital buys, a figure that excludes static buys. Booking OOH and DOOH ads today should be as easy as securing a hotel or flight, and automation is the key to making this possible,” explained John Dolan, Vice President, Global Head of Media Sales, Broadsign. “Broadsign In-Advance is the next step in facilitating an industry-wide transition to more automated transactions. It introduces tech-driven advancements that will make the channel more accessible and elevate the quality of campaigns, helping to usher in a new era of growth for OOH.”

Broadsign’s new in-advance DOOH transaction capabilities are accessible to Broadsign SSP customers and demand partners for early adoption today via the latest platform update. Get in touch with a Broadsign representative to learn more or check out this blog post to better understand how automation can transform both OOH and DOOH. Broadsign encourages media buyers to consult with their preferred demand partner to confirm present or future plans to support Broadsign In-Advance. 

About Broadsign

Broadsign empowers media owners, agencies, and brands to harness the power and reach of out-of-home to connect with audiences in ways unlike any other advertising channel. More than 1.5 million static and digital signs along roadways and in airports, shopping malls, retailers, health clinics, transit systems, electric vehicle charging stations, and more run on Broadsign, reaching audiences at multiple touchpoints throughout the consumer journey. The Broadsign Platform helps media owners such as Outfront, Pattison Outdoor, Global, and Intersection streamline business operations and maximize revenue opportunities while enabling marketers and agencies to more easily plan and execute dynamic OOH campaigns that resonate with audiences. Brands spanning AB InBev, Disney, FanDuel, H&M, Honda, HP, Johnson & Johnson, KLM, Uber Eats, Sea-Doo, Samsonite, and many more have run successful programmatic DOOH campaigns enabled by Broadsign technology. https://broadsign.com

Product News | October 11, 2021

Driving media owner growth with Broadsign’s in-advance automated OOH transactions

Digital advertising continues to surge ahead, and the numbers tell a compelling story. According to GroupM’s This Year Next Year: 2024 Global End of Year Forecast, pureplay digital advertising is projected to account for 72.9% of total ad revenue globally by the end of this year. By 2029, it’s expected to command a staggering 76.8% of total ad revenue. That’s not just growth – it’s domination.

So what’s fueling this growth? Simplicity. Digital advertising has become remarkably easy to buy. With real-time data, programmatic platforms, advancements in artificial intelligence and automation tools, advertisers have the power to move quickly, optimize campaigns on the fly, and measure results with precision – all while maintaining cost efficiency.

As advertisers continue to prioritize channels that allow them to plan and buy with minimal effort and maximum speed, out-of-home (OOH) must match those expectations if it wants to claim a larger share of media budgets. By embracing more modern transaction capabilities, media owners can unlock more demand, attract a broader base of advertisers, and ensure OOH remains a powerful and accessible part of the omnichannel mix.

What needs to change in the media owner process

Turning OOH into a short-tail medium

While OOH content management systems (CMS) have helped automate certain aspects of content delivery and campaign execution, the buying process still lags behind. In most cases, a single OOH transaction can involve over 30 emails between buyer and seller. With advertisers typically operating in a fast-paced, results-driven environment, this level of friction to buy a medium isn’t just inconvenient, it’s unsustainable. 

Booking OOH ad space often involves lengthy phone calls, email chains, spreadsheets, and time-consuming back-and-forth negotiations. Simple campaign tweaks—like adjusting dates, reallocating budgets, or swapping creatives—can trigger entirely new rounds of communication and approvals, slowing down execution and making OOH feel more like a legacy medium than a modern marketing tool.

To stay competitive in today’s fast-moving media landscape, OOH must shed its reputation as a slow, high-touch channel and evolve into a short-tail medium—fast, flexible, and frictionless. For media owners, this means rethinking legacy processes and embracing automation not just at the campaign delivery level, but across the entire transaction journey.

Aligning effort with campaign value

One of the most pressing, yet overlooked, challenges for OOH media owners today is the discrepancy between the effort required to execute campaigns and the revenue those campaigns generate. Whether you’re managing a $50,000 campaign or a $500,000 one, the manual process of briefing, planning, coordinating inventory, booking, approving, and managing creatives is largely the same.

In fact, as Gavin Lee, Senior Product Director at Broadsign, states, “As an industry, we are already spending about 80% of our time managing about 15-20% of revenue.” Imagine what you could achieve if even a fraction of that time were redirected toward revenue-generating activities—building client relationships, pitching new concepts, or pursuing larger strategic deals.

This is where automation becomes not just a convenience, but a strategic imperative. By reengineering your transactional and operational processes for scale, you can align operational effort more proportionally with the value of each campaign. Instead of over-investing in smaller deals or under-supporting high-value ones, your teams can allocate resources more effectively, focusing on where they drive the greatest return.

OOH can’t grow if it can’t attract and retain new talent

Modernizing transaction processes isn’t just about operational efficiency—it’s about future-proofing your workforce. For media owners and agencies alike, the transactional side of OOH remains time-consuming. For seasoned professionals, this may be business as usual. However, for a new generation of media professionals raised on intuitive platforms and real-time tools, it can feel outdated and unnecessarily frustrating.

What should be a fast-paced, creative, and tech-forward role becomes an administrative one. And when these new hires leave, you’re left scrambling to find replacements, investing time and money into training the next round, only to risk the same outcome. 

By streamlining buying, reducing manual workloads, and integrating with the platforms media teams already use, OOH can become an exciting space for rising talent. And with the right people in place, the industry can innovate, grow, and thrive well into the future.

How Broadsign In-Advance makes OOH a medium for the future

To meet the growing demand for more advanced transaction capabilities beyond programmatic digital out-of-home (DOOH), we’re introducing Broadsign In-Advance — a new capability that enables automated, in-advance OOH transactions directly within the Broadsign Platform. Media owners who make their inventory available for in-advance buys would allow advertisers to check the availability of and buy guaranteed DOOH inventory weeks, and even months, ahead of delivery through integrated demand-side platforms (DSP). 

Broadsign’s new in-advance transaction capabilities give you access to more efficient workflows and new demand streams – all while allowing you to maintain full control over how your inventory is sold. You can choose the inventory you want to make available, and Broadsign In-Advance will automate the booking process based on your defined business rules. 

As part of the early release, the capability is now available for Broadsign supply-side platform (SSP) customers and demand-side integration partners to adopt through the latest platform update. While in-advance transactions are currently only available for DOOH inventory, there are plans to expand the capability for static inventory in the near future. Get in touch with a Broadsign Representative to learn more

Benefits of Broadsign In-Advance for media owners

Automation can turn OOH into a short-tail medium

For OOH media owners, automation isn’t just about efficiency – it’s a direct pathway to growth. 

One of the most impactful benefits of Broadsign In-Advance is its ability to efficiently handle long-tail, smaller campaigns that typically consume valuable time without delivering you with strong returns. 

Automating them means these transactions can now be executed quickly and seamlessly with minimal human intervention. This shift frees up your sales and operations teams to focus their energy where it matters most: cultivating high-value client relationships, negotiating larger strategic deals, and exploring new revenue opportunities.

Automation also leads to better inventory utilization. With ad space being more easily discoverable and bookable by buyers, you reduce unsold inventory and increase fill rates, ensuring more ad space is sold, more often, and with less friction. 

Automation can attract new buyers and new talent

Managing multiple campaigns, meeting tight deadlines, and responding to client demands all require a level of agility that manual workflows can no longer support in today’s fast-paced environment. By automating the most repetitive, time-consuming, and operationally intensive aspects of the transaction process, your team can manage more campaigns with less effort. 

In addition to driving operational efficiencies, automation can help reduce buyers’ preconceived notions of OOH. By eliminating the day-to-day busywork, your team can now focus on developing creative solutions to more complex advertiser requests and strategizing for key accounts, setting your offering apart while building trust and satisfaction with OOH. 

Finally, eliminating the burden of admin-heavy tasks on your team empowers them to focus on the work that truly adds value, boosting performance and fostering a more engaged, motivated workforce. Moreover, modernizing OOH workflows helps position the medium as fast-paced, innovative, and tech-forward – qualities that appeal to the next generation of media professionals. 

Automation future-proofs your OOH business

In a media landscape that’s evolving at lightning speed, standing still is not an option. By adopting capabilities that automate time-consuming transactions and modernize your workflows, you’re not just keeping up with the latest technology – you’re setting the pace. 

Embracing in-advance transactions signals that your business is future-ready. It shows a deep understanding of where the industry is headed and a willingness to invest in the tools that will shape its evolution. As more buyers expect digital-like agility from every channel, being able to offer fast and seamless access to your inventory gives you a competitive edge.

Furthermore, early adoption of these capabilities has tangible benefits today. Your reputation as a digital pioneer can help attract new advertisers to the space, strengthen your relationship with existing clients, and open the door to more sophisticated, higher-value campaign opportunities.

Interested in learning more about Broadsign In-Advance or ready for next steps? 

Meet with a Broadsign Representative to learn more and discuss your eligibility today.