Month: March 2025

Product News | October 11, 2021

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

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

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

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

Key travel trends for 2025

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

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

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

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

OOH strategies to engage travellers on the go

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

Capture audience attention during wait times

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

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

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

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

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

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

Disney Cruises at LAX via JCDecaux

Use interactive experiences to drive engagement

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

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

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

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

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

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

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

Capitalize on omnichannel retargeting for continued engagement

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

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

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

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

Leveraging OOH advertising for travel season success

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

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

Interested in getting started with programmatic DOOH this travel season?

Explore curated audiences in our Travel & Tourism package here!

Product News | October 11, 2021

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

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

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

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

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

Why advertisers love Québecor’s network

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

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

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

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

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

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

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

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

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

Some iconic campaigns that ran on Québecor’s network

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

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

Why Québecor chose the Broadsign Platform

Increased network reliability and stability

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

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

Flexible selling tools that deliver campaigns 99.9% on target

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

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

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

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

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

What’s next for Québecor

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

Product News | October 11, 2021

Optimize your DOOH network with dynamic campaign management

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

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

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

Meet Broadsign’s optimization engine

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

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

The reallocation feature is used at the time of booking. If an advertiser’s incoming request requires a screen that is already booked by another campaign, the system will automatically reorganize how screens are allocated to each campaign, while ensuring that newly allocated screens still fit campaign requirements. 

How we helped media owners deliver more campaigns, more efficiently

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

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

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

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

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

Orb achieved 99% ad delivery rates

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

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

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

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

Product News | October 11, 2021

RZK and Broadsign: Powering data-driven DOOH across Brazil

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

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

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

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

Scaling across Brazil’s busiest public spaces

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

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

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

A focus on data

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

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

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

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

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

Working with Broadsign

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

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

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

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

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

Product News | October 11, 2021

Broadsign introduces unified campaign planning for digital and static out-of-home

When discussing out-of-home (OOH) advertising, the focus often shifts to comparing the benefits of static and digital OOH. However, both offer distinct advantages for advertisers. Digital OOH (DOOH) provides advertisers with more flexibility and agility, while static offers eye-catching large formats and a 100% share of voice. Moreover, while DOOH accounts for 67.1% of total OOH spend, static still represents about 70% of today’s inventory. Therefore, the focus shouldn’t be on prioritizing one over the other, but rather on how we can effectively integrate both formats to create impactful campaigns. 

A lot of media owners already share this sentiment, as many with static inventory are actively integrating digitization into their core strategies. In fact, Broadsign’s State of Static OOH report highlights that more than two-thirds (69%) of static media owners surveyed classified their networks as “hybrid”, meaning they offer both static and digital inventory. 

Moreover, nearly 43% of survey respondents stated that they plan on investing in digitizing existing static faces in the next one to two years. With the number of hybrid networks only expected to grow, a solution that will streamline and consolidate the campaign planning and booking process for both static and digital OOH is fundamental. 

The need for a seamless campaign planning process for hybrid networks

While significant advancements have been made in the last few years to campaign planning for DOOH, booking a static OOH campaign remains a manual and lengthy process. 53% of static media owners surveyed in the State of Static OOH report feel that operational efficiencies are putting them at a competitive disadvantage. 

More specifically, 74% found the campaign planning process (tracking inventory availability and proposal management) to be the area of static OOH management that gives them the most headaches. For hybrid networks, the process is further complicated by having to manage two separate workflows for digital and static OOH inventory. 

The demand for a solution that seamlessly handles both digital and static OOH is becoming more pronounced. Over 68% of surveyed static media owners recognize the importance of managing their digital and static OOH assets within a single, integrated platform. Furthermore, features like real-time inventory availability and proposal building are some of the top features that companies look for in a static OOH management tool. 

Enter Broadsign’s new unified campaign planning workflow

For media owners seeking a more seamless and unified approach to campaign planning, Broadsign’s new capability is just right. Unlike legacy OOH workflows that separate static and digital bookings into distinct systems, users can now plan and book static and digital inventory in one proposal in the Broadsign Platform, increasing efficiency and operational flexibility while enhancing the buying experience for OOH.

Streamlined and simplified proposal management

Broadsign’s unified approach provides users with significant time savings. When planning a campaign in the platform, you can now manage all inventory types without needing to switch between modules. Moreover, building a unified proposal for both static and DOOH not only reduces your team’s administrative workload but also minimizes the risk of mistakes. 

Media buyers also benefit from the unified proposal, as they’ll no longer receive two separate proposals when booking a multi-format OOH campaign. This especially simplifies campaign planning for omnichannel buyers who often have to review and manage proposals for other channels.  

More flexibility in your booking and selling strategy

Broadsign’s unified campaign planning workflow maximizes inventory utilization and increases incremental revenue by enabling premium pricing for tailored and targeted campaigns. By seamlessly mixing and matching static and digital inventory, you can more effectively meet campaign objectives while ensuring that your hybrid network is optimally filled.

The unified workflow also allows for direct audience data uploads for static campaigns within the platform and access to new targeting tools for digital campaigns, such as Maps and Point-of-Interest (POI) uploads—all within a single campaign. These enhanced targeting capabilities empower you to create performance-driven campaigns that meet advertiser expectations from the get-go, positioning your inventory as premium and more impactful than competing OOH networks.

Bridging the gap between OOH and other channels for advertisers

While the new campaign planning capabilities are only an initial step in Broadsign’s efforts to unify digital and static OOH workflows, this represents a significant leap forward for the industry. The simplified and streamlined approach to booking and planning OOH campaigns, regardless of whether it’s static or digital inventory, can make OOH more appealing to a wider range of buyers. It can also reduce the learning curve for new buyers, encouraging a broader adoption of the medium. 

Finally, this latest enhancement to the Broadsign Platform is not only a step closer to the company’s long-term vision of delivering a comprehensive end-to-end platform that seamlessly supports digital, static and programmatic sales, but also levels the playing field for OOH with other channels. By embracing a more flexible and agile approach to campaign planning, OOH can better compete with channels that traditionally provide greater adaptability and real-time responsiveness to buyers.

Want to learn more about unified campaign planning? Contact us today.