Month: May 2025

Product News | October 11, 2021

Digital out-of-home strategies for travel and tourism marketing

Travel demand continues to grow, with air passenger volumes and hotel revenue per available room now exceeding 2019 levels. Despite broader economic uncertainty, spending on travel is projected to rise by 7% annually over the next decade, and 76% of travellers say they plan to spend the same or more on trips in 2025.

To seize the moment, travel and tourism brands need to get creative in how they connect with today’s travellers. Personalization and customized experiences are key, and that’s where digital out-of-home (DOOH) advertising truly shines.

Why travel and tourism marketers are investing in digital OOH

In an era where digital fatigue and ad blindness plague many channels, DOOH offers unique advantages for travel campaigns:

  • Content that can’t be skipped: Unlike digital ads that can be easily bypassed, the medium commands attention in the physical world
  • Cost-effective reach: With CPMs ranging from $2-$9 USD, OOH delivers mass reach at a fraction of digital costs (Solomon Partners and WOO)
  • Action-oriented: 76% of consumers took action after seeing a DOOH ad

As travel surges, DOOH advertising has emerged as one of the most effective ways to reach travellers at the right moment. This isn’t just theory—Broadsign data reveals travel’s share of DOOH ad spend has increased dramatically from 3.8% in 2023 to 5.7% in 2024, reaching 8% in early 2025, making it the top-performing OOH vertical this year.

Major brands recognize this value—Hotels.com, Expedia, and VRBO ranked among the top OOH advertisers in 2024, leveraging the channel to capture attention as travel demand surged.

Boost impact with strategic ad placement

The most effective DOOH strategy begins with understanding the traveller’s physical journey and identifying high-value touchpoints:

1. Tap into captive audiences at travel hubs

Airports and travel terminals offer the perfect advertising environment:

  • Extended dwell time: Travellers have limited distractions and higher attention spans
  • Premium demographics: Airport audiences contain significantly higher proportions of high-earners
  • Purchase mindset: Travellers are actively making decisions about their experiences
  • Brand elevation: 63% of consumers associate airport ads with high-quality brands 
  • Action-oriented: 77% of viewers take action after exposure to airport advertising 

Pro tip: Maximize exposure by placing your ads in high-traffic areas within terminals where travellers naturally look for information—near gates, security checkpoints, and baggage claim areas.

2. Capture audience attention along the open road

Airport ads aren’t the only way to capture attention. With domestic travel on the rise, 2025 is shaping up to be the year of the road trip. The U.S. Travel Association is projecting a 3.9% growth in domestic leisure travel for 2025, which equates to over $1 trillion in spending. 

Memorial Day travel, for example, is expected to reach a 20-year high, with 45.1 million Americans planning to travel at least 50 miles from home—87% of them by car. 

With so many travellers hitting the road, it’s a prime opportunity to use OOH to get their attention and prompt them to take action. According to the OAAA, 51% of people who saw directional digital OOH (DOOH) ads later visited the business, and 93% of them made a purchase.

Here’s how you can make the most of their journey:

  • Billboards along key routes: Target major highways leading to popular destinations
  • Rest stops: Even the toughest road warriors need to recharge and refuel. Service stations and rest stops are the perfect opportunity to make your mark

Pro tip: Map your OOH placements to match travel patterns during peak seasons, focusing on routes with the highest tourism traffic. Consider high-traffic intersections where pedestrians are likely to be crossing and cars are forced to come to a stop. 

Air Transat advertises on a roadside billboard via Pattison.

3. Engage travellers at holiday hotspots

Once travellers arrive, strategically placed OOH ads continue to inform their experience:

  • Tourist attractions: Promote complementary experiences near major sites
  • Hotel lobbies and elevators: Guide guests toward local experiences
  • Shopping areas: Influence purchase decisions at retail locations

Segment by travel persona

To maximize impact, travel and tourism campaigns should align messaging and placements with the needs of specific audience segments. Here are a few high-value traveller profiles and where DOOH can most effectively reach them.

Business travellers and frequent flyers

  • Demographic profile: Predominantly 25-54 years old with average household income of $75k+
  • Behavioural insight: Often dining out with clients and partners, often on the road
  • DOOH placement: Airports, office buildings, transit hubs, lounges
  • Message focus: Convenience, airline and loyalty rewards, productivity amenities
British Airways targets business professionals with its “out of office” campaign (via Famous Campaigns).
United Airways promotes dynamic travel-time comparisons on taxi tops (via OAAA).

Family vacationers

  • Demographic profile: Diverse age range with household incomes typically $60k+
  • Behavioural insight: Working professionals seeking escape from routine
  • DOOH placement: Malls, entertainment complexes, quick-service restaurants
  • Message focus: Value, experiences for all ages, convenience

Leisure travellers

  • Demographic profile: Predominantly 25-54 years old, varied income levels
  • Behavioural insight: Cost-conscious and experience-focused
  • DOOH placement: Gyms, universities, casual dining, bars
  • Message focus: Unique experiences, authenticity, memory-making
WeRoad travel brand promotes its once-in-a-lifetime adventures across Manchester (via Marketing Report).

Drive contextual relevance

Timing and relevance are critical in travel advertising, and DOOH offers powerful tools for both. Strategic timing is one of the most underleveraged aspects of travel campaigns, even though planning behaviours follow predictable patterns:

  • Early planning phase: Many consumers begin researching destinations 2–3 months in advance
  • Booking windows: Peak booking periods often align with post-holiday seasons and tax refund cycles
  • Seasonal inflection points: School breaks, long weekends, and major events create natural surges in travel interest

At the same time, the shift to digital out-of-home (DOOH) and programmatic buying has opened the door to smarter, more responsive targeting strategies:

  • Real-time targeting: Adapt messaging based on factors like weather, flight delays, and local events
  • Dynamic content: Swap creative assets by time of day, audience composition, or commute patterns
  • Location-specific messaging: Deliver tailored creative across airports, transit hubs, and destination points

Together, these capabilities help brands engage travellers at precisely the right moment, with messages that match their intent, environment, and journey stage.

Aruba Tourism Authority runs dynamic DOOH ads on Intersection screens to remind audiences that sunny skies are just a flight away.

Understand the ROI of digital OOH campaigns

With DOOH advertising, travel marketers can move beyond standard metrics to track key actions like flight bookings, hotel reservations, and app downloads, offering a clearer view of how OOH influences the travel journey from planning to purchase. Attribution helps connect these insights to broader media performance, revealing how OOH works with other channels to drive conversions, foot traffic, and brand impact.

Modern OOH in the travel sector comes equipped with powerful tools, like:

  • Mobile location data: Track how travellers engage with OOH ads and follow their movements to your destination or website.
  • Sales lift studies: Measure the increase in revenue driven by targeted OOH campaigns.
  • Brand lift studies: Gauge the impact of OOH ads on travellers’ decision-making process and recall of your travel brand or destination.

For example, a hotel chain aiming to drive bookings during peak travel season might set KPIs such as increased website traffic and higher booking conversion rates and implement attribution methods like foot traffic analysis and web/app lift to measure the impact of the OOH campaign.

By connecting with travellers at the right moment with the right message, advertisers can transform OOH from a simple awareness channel into a powerful driver of consideration and conversion.

Ready to maximize your digital out-of-home investment? Explore curated audiences in our Travel & Tourism package here!

Product News | October 11, 2021

First-party data in digital OOH: What it is and how to leverage it

Digital out-of-home is growing fast, with global spend expected to surpass $20 billion by the end of the year, according to the World Out of Home Organization. As the medium scales, it’s also evolving from broad-reach awareness to more data-driven, audience-first strategies. This shift is making first-party data more important than ever, especially as third-party cookies dwindle and privacy regulations tighten. 

Put simply, today’s advertisers are looking for more than just reach—they want precision, personalization, and contextual relevance, even in a traditionally one-to-many channel like OOH. First-party data delivers on that need, offering a privacy-safe and cost-effective way to engage real customers based on actual behaviour and intent. And with modern DOOH platforms making it easier than ever to activate data, brands can now drive better targeting, stronger performance, and a more connected omnichannel experience.

To understand how to make first-party data work in digital out-of-home and outdoor advertising, it’s important to start with the basics, unpack the common barriers, and explore the tools and tactics that make activation possible today.

What is first-party data, and why is it so valuable?

First-party data is information a brand collects directly through its channels, based on real customer interactions or touchpoints. Examples can include actions like pages viewed, time spent on a website, items added to cart, app usage patterns, purchase history, loyalty programs, and more. Because it’s based on actual behaviour within your own ecosystem, and not inferred or purchased, first-party data gives brands a reliable, privacy-safe foundation for targeted, high-impact campaigns.

Tailoring messaging to real audiences and high-value prospects leads to more relevant and effective campaigns. This kind of personalization drives stronger performance, from increased engagement to higher conversion rates. It’s also more cost-efficient, since the data is already owned by the brand and doesn’t require additional spend to access—just the opportunity to activate it more strategically.

Barriers to smarter DOOH campaigns

Despite the growing potential of first-party data, many advertisers still face structural and technical challenges when it comes to putting it into action, especially in outdoor advertising and DOOH environments. Here are a few of the most common barriers: 

  • Data silos between CRM and media teams: In many organizations, the teams responsible for customer data, like CRM, loyalty, or analytics, operate separately from the teams planning and executing media. Without shared systems or workflows, valuable first-party data often stays locked away in internal platforms, disconnected from the tools used to build and target DOOH campaigns.
  • Technical limitations have made first-party data harder to activate: Bringing first-party data into DOOH hasn’t always been straightforward. Many demand-side platforms (DSPs) lacked the flexibility to support custom data uploads, limiting brands to pre-packaged third-party segments. When activation was possible, it often required custom integrations, manual workarounds, or higher campaign spend—barriers that slowed adoption and limited the ability to fully tap into valuable audience insights.
  • Perceptions around cost and complexity still linger: Brands may assume data onboarding is expensive, time-consuming, or reserved for large-scale campaigns. But many platforms now offer flexible, self-serve tools or managed support to help teams onboard everything from simple geo lists to advanced CRM segments.

Key considerations and best practices for activating first-party data in DOOH

With the right foundation, audience data can be a powerful driver of performance in DOOH. From preparing your data to choosing the right platforms, here are key considerations and best practices to help you activate it effectively.

Start with a DSP built for data-driven campaigns

Activating your own audience data in DOOH campaigns used to be a heavy lift, requiring custom integrations, technical support, or large-scale media budgets. Today’s DSPs, however, are built to be more flexible and data-friendly. Modern DSP platforms like OutMoove, for example, make it easier to activate customer data with minimal friction, giving advertisers full control over how data is used, where it comes from, and how it impacts campaigns. 

Advertisers can use data they already have, like postal codes tied to customer addresses, loyalty program lists, or CRM segments based on purchase history. Many also incorporate behavioural signals like recent website activity to build high-intent audience segments—all without needing to reinvent their targeting strategy.

The benefits? Smarter targeting, stronger performance, and more efficient spending. By using audience insights to go beyond broad awareness, advertisers can connect with people who are more likely to take action. This reduces waste, helping teams focus their budget on audiences that have already shown interest or intent.

Expand reach with multi-layered targeting 

Platforms like OutMoove support layered targeting, allowing you to start with your own audience, like loyalty members or recent store visitors, and expand reach by adding third-party segments based on foot traffic patterns, purchase intent, or lifestyle traits. For example, a brand could target its existing in-store shoppers and layer on third-party data to find others who frequently visit similar retail environments. This kind of multi-layered approach unlocks more precise, personalized campaigns without relying solely on broad demographic filters.

Deliver ads at the right time with real-world triggers

Moment targeting allows brands to activate ads based on real-world conditions like weather changes, traffic flow, sports scores, or time of day. These dynamic triggers help ensure your message appears when it’s most relevant, making your media spend more efficient and impactful.

Beyond standard conditions, many platforms now support custom triggers powered by business-specific data. Whether tied to a regional promotion, local event, or time-sensitive inventory, these inputs can be used to control when and where ads appear. This flexibility allows campaigns to align with meaningful moments that drive both relevance and results.

Align with data standards and industry guidelines

While fragmentation across buying methods and data standards has historically made it harder to apply audience data in DOOH as seamlessly as in digital, the industry is making important strides toward alignment, especially around measurement, data integrity, and audience definitions.

Initiatives like the IAB’s Digital Out-of-Home Measurement Guide are helping set a foundation for scalable, data-led campaigns. Introducing standardized metrics gives advertisers more confidence in campaign performance and supports better data collection, impression validation, and privacy compliance under frameworks like GDPR and CCPA. This growing alignment strengthens trust, improves transparency, and simplifies automated buying, making it easier for brands to activate audience data and run more effective, measurable DOOH campaigns.

As digital out-of-home advances, audience data is becoming a key driver of smarter, more impactful campaigns. With the right strategy and tools in place, advertisers can move beyond broad awareness to reach the right people at the right time. 

Ready to see how your data can drive smarter DOOH campaigns? OutMoove gives you the tools to plan, activate, and optimize with ease. Learn more here.

Product News | October 11, 2021

From prime locations to real-time content: How MIB powers effective DOOH campaigns in Indonesia

In Indonesia’s dynamic advertising landscape, PT Media Indra Buana (MIB) has established itself as a trailblazer and one of the country’s most influential players in the out-of-home (OOH) and digital OOH (DOOH) advertising industries. As a region pioneer, MIB continues to redefine urban media spaces with innovation, strategic placement, and a commitment to sustainability.

Driving growth and innovation in OOH advertising

MIB’s mission is deeply rooted in driving the growth, innovation, and effectiveness of Indonesia’s OOH advertising sector. Its focus goes beyond traditional display solutions—the company is committed to developing advertising strategies that maximize engagement and visibility, while actively shaping the industry’s future through ongoing innovation.

From being a pioneer in digital formats that captivate audiences to securing prime high-traffic locations like the façade of Grand Indonesia (GI), Plaza Sentral, and IDX, MIB ensures its clients’ messages reach the right eyes at the right time. The company also leads the charge in sustainability by using eco-friendly materials and adopting energy-efficient digital display technology.

In addition to cutting-edge practices, MIB prides itself on forging strong industry partnerships and maintaining a customer-first service philosophy that has solidified its reputation as a trusted partner for brands.

Harnessing the power of digital OOH

MIB’s digital screens are more than just advertising platforms; they’re content hubs designed to capture attention and inform. Viewers encounter a variety of programming, including advertisements, public service announcements, live event streams, weather updates, interactive campaigns, and programmatic content, all curated to fit the rhythm of Indonesia’s bustling public spaces.

For MIB, the most exciting aspect of DOOH advertising lies in its adaptability. Real-time content updates, interactivity, and advanced analytics empower brands to fine-tune their campaigns on the fly. Integration with digital campaigns ensures advertisers can deliver cohesive and responsive marketing messages that resonate across channels.

Strengthening strategies with Broadsign

The company’s pursuit of digital excellence led to its partnership with Broadsign, a global leader in OOH software solutions. Commenting on this collaboration, Ruri Liasari, Head of Marketing at PT Media Indra Buana, shared:

“We chose to collaborate with Broadsign due to its outstanding reputation in the DOOH ecosystem. Broadsign’s robust software enables seamless content management and real-time delivery across our digital signage platforms. This partnership perfectly aligns with MIB’s goal of optimizing advertising strategies and enhancing operational efficiency.”

Broadsign is helping revolutionize MIB’s advertising operations through state-of-the-art content and network management service solutions that dramatically simplify digital signage management at scale. With effortless content scheduling powered by automated workflows, the Broadsign Platform enables MIB to manage and automate its entire DOOH media operations across its network. 

The platform’s intelligent media management capabilities allow MIB to simply set the rules for when and where content should play, while providing full visibility into network performance through comprehensive, in-depth reporting capabilities. This advanced content and campaign management solution not only streamlines operations but also empowers MIB to effectively monetize its screens by seamlessly integrating advertising content, transforming its network into a highly efficient, revenue-generating advertising ecosystem.

A bold vision for the future

Looking ahead, MIB plans to strengthen its position as an innovator in the space by continuously exploring new creative formats, securing more high-traffic locations, and expanding its renowned after-sales service. With iconic landmark locations already part of its portfolio, the company’s growth strategy is firmly rooted in offering visibility and value.

As Indonesia’s urban environment evolves, MIB remains committed to pushing the boundaries of DOOH advertising, delivering campaigns that are not only impactful but also sustainable and future-ready.

Want to grow your out-of-home network? Schedule a demo to see how we can help make that happen!

Product News | October 11, 2021

Leading DOOH innovation in the Dominican Republic with Signmaster

Signmaster is one of the leading digital out-of-home (DOOH) operators in the Dominican Republic, with a rapidly growing presence across major cities and tourist hubs. Its mission is to strategically and creatively connect brands with audiences through innovative, sustainable, and tech-forward outdoor advertising.

Through its partnership with Broadsign, the company has streamlined operations and adopted scalable programmatic solutions, advancements that have been central to its continued growth and transformation.

A DOOH network built for impact 

Since its founding in 2010, Signmaster has steadily expanded its footprint across the Dominican Republic. A 2021 merger with another major player accelerated that momentum and further cemented its position as a leader in the DOOH space.

Today, the company operates a network of more than 250 digital screens in high-traffic, high-visibility locations nationwide, including:

  • Santo Domingo, the capital and commercial hub
  • Santiago, a key residential and business center
  • Bávaro and Punta Cana, two of the Caribbean’s most visited destinations
  • Punta Cana International Airport, offering access to both local and global audiences

Screens are strategically positioned along busy avenues, retail corridors, residential areas, and key transit points, ensuring brands can reach diverse audiences throughout the day. With over 102 million monthly impressions, Signmaster delivers one of the region’s most scalable and impactful DOOH networks, featuring ad campaigns, public service messages, and real-time updates like weather and traffic. It also supports programmatic campaigns, interactive content, and even traditional print-style campaigns, giving brands the flexibility to tailor their messaging for maximum impact.

Expanding creative possibilities with 3D screens and programmatic innovation

Signmaster continues to push the boundaries of DOOH through investments in creative formats and smarter advertising solutions. By the end of the year, the company plans to launch 10 new 3D digital screens, starting with a marquee installation at the Aloft and Marriott Hotels in Santo Domingo. Modelled after the iconic 3D billboard in Los Angeles, this debut is part of a broader push to deliver immersive brand experiences in premium, high-traffic environments, helping advertisers stand out with high-impact storytelling designed to captivate audiences in real time.

Looking ahead, Signmaster is also exploring building mapping as a next-generation format, turning physical structures into interactive canvases and extending DOOH beyond the screen. All new formats, including 3D and mapped displays, will run on the Broadsign platform, enabling centralized control, flexible scheduling, and seamless integration.

To meet advertisers’ evolving needs, Signmaster is advancing its data and programmatic capabilities. Through a trusted third-party provider, it offers transparent audience insights that help brands better understand reach and performance, crucial in a region where programmatic DOOH is still emerging. As one of the few providers enabling programmatic buying in the Dominican Republic, Signmaster is leading the shift toward automated, data-driven media by educating the market and simplifying the buying process.

Advertisers also benefit from end-to-end support, including technical guidance, creative recommendations, performance reporting, and placement evidence, all designed to ensure a smooth, scalable, and accountable buying experience.

Powering performance and scale with Broadsign

As Signmaster’s network has expanded, so has the need for a reliable, flexible platform to manage operations and enable smarter, more efficient buying. Since partnering with Broadsign in 2023, the company has streamlined how it schedules, manages, and monetizes its inventory.

Today, 100% of its inventory runs on the Broadsign Platform. The system delivers the scalability and automation needed to keep pace with rapid growth, allowing the team to schedule campaigns efficiently, centralize screen management, and enable secure, flexible programmatic transactions. It also supports emerging creative formats like immersive 3D experiences and data-integrated campaigns.

Broadsign powers more than content delivery; it supports Signmaster’s broader tech ecosystem by enabling audience analytics, real-time content like traffic and weather, and seamless programmatic integration. This has allowed the company to streamline operations while unlocking new opportunities for creative execution, measurable performance, and automated sales, laying the foundation for continued growth and leadership in the Dominican DOOH market.

“We chose Broadsign for its robustness, automation, and scalability. It allows us to schedule campaigns efficiently, centralize control of the entire network, and enable programmatic sales in a secure and flexible manner,” says Yesica Abreu. “It has also helped improve incident management and operational efficiency, thanks to responsive support and consistent communication.”

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