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

We don’t believe granular targeting should be just for programmatic buys. That’s why media owner campaign planners who plan, execute, and monitor directly-sold campaigns through the Broadsign Platform now have access to the same flexibility and comprehensive targeting capabilities as online and programmatic media buyers.

With our new targeting tools*, you can now 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. You now also have access to an intuitive map visualization that displays your inventory with quick filtering by area, support for bulk location uploads, and setting radius parameters.

These additions to the Broadsign Platform not only cut down on the manual work required for inventory discovery but also provide your team the opportunity to be more of a strategic partner to buyers.

For your sales team – who juggle multiple responsibilities, like business development, client relations, creating proposals, negotiating deals, and overseeing campaign execution and performance – they can spend less time on administrative tasks and more time advising buyers on the effectiveness of OOH and its complimentary effect with other mediums. For your campaign planners – who often juggle multiple campaigns at once – they can plan and set up campaigns a lot quicker, freeing themselves to focus on more critical tasks.

*Disclaimer: For sophisticated targeting capabilities, you must be fully migrated to the Broadsign Platform and be located in the following supported countries – Australia, Austria, Belgium, Canada, Cyprus, Estonia, Finland, France, Germany, Greece, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Portugal, Slovakia, Slovenia, Spain, Switzerland, United Kingdom, United States of America.

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. Our new creative management tools now allow you to create, edit, manage, and assign campaign creatives with ease. On top of that, you’ll also be able to push your campaigns live – all within a single unified workflow through the Broadsign Platform.

In this update to the Broadsign Platform, you can now manage creative bundles for each of your campaigns directly through a new web-based workflow, eliminating the need to go through the Broadsign desktop tools. This enhancement provides your team with greater flexibility by allowing them to access and manage their campaigns from any location at any time.

We think you’ll also love how intuitive and easy-to-use the campaign planning tools are to adopt. Users of all technical proficiency levels can quickly learn and use this streamlined approach to create and manage campaigns with ease.

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:

The Guaranteed Campaigns module is now fully integrated into the Broadsign Platform

We’ve fully integrated the Guaranteed Campaigns module, formerly called Broadsign Direct, into the platform interface. This consolidation allows you to more conveniently manage campaigns, packages, and settings directly from the Broadsign Platform, eliminating the need to visit the original stand-alone application.

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.

Dashboard customization

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

Want to know more?

Here’s a short FAQ to provide you with some answers to some questions you might have regarding our latest updates:

What do I need to do to prepare for the update?
There’s no need to do anything to prepare for the update. It will be applied automatically to your Broadsign Platform account.

Will all my users have access to creative management?
Admins automatically have access, and we’ve also created two new creative user roles which would also have access, if granted. Take a look at our documentation for more information on roles.

Will this affect any of my API integrations?
No, there will be no impact on the use of APIs or any integrations.

Will the update affect my existing campaigns?
No, the update will not affect your existing campaigns.

Will I still be able to access the original Guaranteed Campaigns (Broadsign Direct) interface?
Yes, however only by using this URL. The Broadsign Platform will now no longer redirect you to the old interface.

Will https://direct.broadsign.com still work?
Yes, however we highly encourage you to use the new Broadsign Platform moving forward as new features and improvements may only be accessible there.

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

Product News | October 11, 2021

Maximize your travel and tourism campaign with billboard and out-of-home advertising

Spring is here – which means summer travel is on the horizon for many of us in the Northern Hemisphere. For advertisers, it’s time to gear up campaigns aimed at targeting crowds set to depart on fun-filled travel adventures.

According to the first UNWTO World Tourism Barometer of the year, by the end of 2023, the number of people travelling internationally rose to 88% compared to pre-pandemic rates, with an estimated 1.3 billion international arrivals. The travel industry expects a full recovery by the end of 2024.

Despite the pressure of inflation, a recent study by Hilton reveals that consumers plan to spend more on travel in 2024. Kevin Jacobs, Chief Financial Officer and President of Global Development at Hilton, says, “Even with ongoing macroeconomic uncertainty, travel demand has remained strong as consumers continue to prioritize the value of experiences and connections over things.”

Digital out-of-home (DOOH) and billboard advertising enable travel and tourism brands to elevate their advertising campaigns, targeting key demographics and initiating contextually relevant dynamic campaigns that adapt to audiences on the move. Here are some effective ways advertisers can leverage the medium in their upcoming summer campaigns.

Think outside the airport

Airports present many opportunities to engage audiences in a high-dwell time environment that ranks high for perceived brand value compared to other media channels. While they’re a great way to reach travellers in a purchasing mindset, they shouldn’t be the only location you consider when planning your campaign.

With OOH, advertisers have the unique opportunity to capture the attention of audiences dreaming of being elsewhere. This can mean activating OOH ads in subway and train stations, roadside billboards and bus shelters during commuting hours. These ad placements are sure to catch the attention of workers on their way to the office who are already considering where to spend their time off.

Billboards and OOH advertising around university and college campuses are a great way to market to summer break-bound students where they live, study, work, and play. The advertising opportunities on campus are endless, from DOOH screens in high-traffic areas to campus transit and street furniture, allowing brands to create impactful campaigns that promote summer travel, enticing students with exciting destinations, special offers, and memorable experiences.

A new survey from Nationwide Travel Insurance reveals that 91% of Americans plan to travel domestically this year, with 60% saying they will likely make the trip by car. With this in mind, there’s never been a better time to consider roadside advertising, like billboards, to boost brand awareness and inspire travellers. For example, local attractions like amusement parks, restaurants, or entertainment venues can use billboards strategically placed near highways to capture the attention of passing motorists and promote unique experiences available in their vicinity.

Visit Gainesville places roadside displays along I-75 to encourage drivers to Stay, Dine, and Explore Gainesville, Florida

Drive audiences online

The insights from Hilton’s global traveller survey underscore the importance of online booking convenience, with 80% of respondents emphasizing the need for seamless digital booking experiences. Real-world OOH ads can capture consumers’ attention and guide them toward taking action online, like visiting a company’s website or social media pages, reaching out to a travel advisor, or making reservations through a third-party platform.

For example, a hotel chain looking to promote its loyalty program could activate OOH ads strategically placed in key tourist locations or near business districts, featuring benefits like discounted room rates, complimentary amenities, and personalized offers. By prompting consumers with compelling visuals and clear calls to action, these OOH ads can drive traffic to the hotel’s website or mobile app, encouraging travellers to explore and book accommodations online.

Through mobile retargeting strategies, advertisers can target individuals exposed to out-of-home ads by geofencing relevant locations, effectively reconnecting with these audiences through mobile devices or other online platforms later.

Expedia promotes its travel booking platform during commuter rush hours

Leverage programmatic DOOH for greater, more contextual impact

Programmatic digital out-of-home (pDOOH) allows advertisers to connect with audiences in real-time with contextually relevant content, helping drive brand awareness and purchasing decisions through engaging displays.

Through pDOOH capabilities like data triggers, advertisers can engage with audiences based on location, weather, time of day, current events, financial data, and more. Using weather-based triggers, for example, a tourism board can promote indoor attractions like museums, art galleries, or shopping centers to tourists during a rainy day. Alternatively, they can highlight outdoor activities like beach outings or boat tours on sunny days.

An airline advertising international flights can customize promotions using financial triggers based on currency exchange rates. Suppose the exchange rate of the destination’s currency is particularly favourable against major currencies like the US Dollar (USD) or Euro (EUR). In that case, the airline can run promotional campaigns targeting travellers from countries where their currency has a stronger purchasing power, highlighting discounted fares or special offers on flights to these destinations.

Aruba Tourism Authority leverages real-time weather triggers to promote its sunny destination across Chicago, Philadelphia and NYC

By leveraging platforms like digital billboards and transit advertising, advertisers can engage with audiences in high-traffic areas, capitalize on seasonal travel trends, and create memorable brand experiences that resonate with travellers. The ability to deliver contextually relevant messages, adapt campaigns based on real-time data triggers, and target key demographics makes OOH a valuable tool for advertisers looking to maximize their reach and influence during the summer travel 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 Sea-Doo’s first digital OOH campaign increased purchase consideration by +144%

Sea-Doo, a Canadian brand of personal watercraft vehicles and boats under the Bombardier Recreational Products (BRP) company, recently sought to strengthen brand recognition, purchase consideration, and share of voice in its primary market of Florida.

The brand turned to programmatic DOOH, its first experience with the medium, to reach its core audience of personal watercraft, pontoon, and fishing enthusiasts.

The DOOH campaign was launched in collaboration with Touché! agency and Broadsign Ads DSP, running alongside other channels like search and social media.

WATCH: See the behind-the-scenes of Sea-Doo’s campaign with Touché! agency

Strategy

Target audiences included personal watercraft and pontoon enthusiasts along with fishing enthusiasts.
Creative and messaging were adapted for specific, high-dwell time environments.
The ads ran across outdoor and indoor place-based venues in key cities like Orlando, Jacksonville and Tampa.

Read the full case study to see the results and discover the benefits of implementing digital OOH into your media strategy.

Product News | October 11, 2021

AB InBev’s Mike’s Hard Iced Tea sees a +119% lift in positive brand image with programmatic DOOH campaign

As the largest global brewer, Belgian multinational drink and brewing company AB InBev manages a portfolio of renowned brands.

Looking to promote Mike’s Hard Tea in Canada, a ready-to-serve blend of premium iced tea and vodka with a refreshing lemon taste under the Mike’s brand, AB InBev turned to programmatic digital out-of-home to drive awareness in this new market.

Objective

The campaign aimed to increase brand awareness and beverage sales in specific LCBO liquor stores across Ontario and Alberta during the key summer months.

To measure the campaign’s impact on KPIs like ad recall, brand image, and purchase intention, a brand lift study was launched in collaboration with Broadsign and Happydemics.

Strategy

Working with iProspect, the DOOH campaign was launched via the Broadsign Ads DSP, running programmatically alongside other media channels like Meta, Snapchat, YouTube, Twitch, Instacart, and more.

The ads were displayed in key cities across Ontario and Alberta, including Toronto + the GTA, Ottawa, and Edmonton.

Read the full case study to see the results and discover the benefits of implementing pDOOH into your media strategy.

Product News | October 11, 2021

How the Broadsign Platform simplified EPAMEDIA’s digital network growth

Due to its long-standing history, traditional print mediums like static out-of-home (OOH) still have a strong presence in Austria. In fact, static OOH ad spending has historically been significantly higher than digital out-of-home (DOOH) ad spending in the Austrian market. Advertisers in the region understand the value that static OOH provides them in an era of digital growth. In addition to providing brands with 100% share of voice, static OOH’s eye-catching large formats and strategic placements are a lot harder to ignore than online ads.

That being said, digital advertising has been gaining more traction in the last few years, with DOOH ad spending reaching similar numbers to static OOH in 2023. Moreover, with an expected annual growth rate of 4.91% in the next four years, Austrian media owners with hybrid networks, offering advertisers a mixture of static and digital OOH, stand to gain a competitive edge.

One company that is leading the digitization movement is OOH media owner EPAMEDIA. Operating a hybrid network, EPAMEDIA has over 25,000 bookable sites and is one of the leading companies in the Austrian out-of-home sector. While its headquarters are in Vienna, the company lives by its motto of being where its customers are by having offices in every state, enabling them to work closely with regional and national customers.

Why advertisers choose to work with EPAMEDIA

To meet the continued demand for static OOH advertisement, EPAMEDIA has over 22,736 billboards, 874 Posterlights, 2060 Citylights found on pedestrian roads, and 55 bigboards (also known as bulletins). As part of its initial digitization efforts, the company has 42 digital Citylights and 77 digital Posterlights.

Advertisers from all industries choose to work with EPAMEDIA for their hybrid network. Moreover, with their screens found even in the most remote regions of Austria, they’re guaranteed a diverse audience set. The company has succeeded with regional advertisers, in particular, due to their flexibility. Unlike other networks that typically require a minimum spend or number of screens, EPAMEDIA allows you to book as little as one screen, accommodating advertisers of all budgets.

Another reason for EPAMEDIA’s success is its Online Locator, which has significantly sped up the proposal process. Accessible through their website, advertisers can browse and request to book OOH inventory. With the ability to pick your inventory by media type (digital or static) or to search by address, the locator displays the available inventory through a colour-coded system. Once advertisers have selected their desired locations, they can add the number of screens they’d like to book as well as their campaign dates. Once the request is submitted, a salesperson gets back to them to confirm the booking.

Despite operating in a more traditional OOH environment, EPAMEDIA is anything but ‘static’ in its approach. With the use of different static creative capabilities, like extensions and embellishments, they’re able to engage audiences with dynamic static ads. In fact, one of their most successful campaigns was a 3D billboard ad for Volkswagen. Wanting to promote the Volkswagen Golf, the ad featured a rabbit wearing sunglasses, which reflected the car. What caught people’s attention and made them engage with the ad was the fact that the rabbit’s head and ears were popping out of the billboard. To this day, the ‘Volkswagen bunny’ is still talked about.

Another notable site of EPAMEDIA is a multi-media bus shelter that is partially solar-powered and offers USB charging ports for devices. With the possibility of branding the entire bus shelter and the inclusion of an interactive touchpad and camera, it’s impossible for passersby not to engage with it. The University of Leoben leveraged this bus shelter for its Made for the Future campaign, where it encouraged people to use the touchpad and camera to take pictures, which they could later retrieve by scanning a QR code.

How the Broadsign Platform facilitated the digitization of their network

At the start of its digitization efforts, EPAMEDIA used a basic content management system (CMS) to run DOOH campaigns. While it was initially sufficient, the limitations of the CMS became more apparent as their digital network grew. Capable of only storing the most current campaigns, EPAMEDIA’s team had to manually upload the creatives, set the duration of the campaign, and delete the campaign from the system when completed. Unable to provide any campaign planning and management capabilities, they used a spreadsheet to track all past and upcoming campaigns.

Furthermore, the shift from being exclusively a static network to a hybrid one brought on a new way of thinking. While static campaigns often have fixed durations, digital campaigns tend to require more flexibility. Wanting to provide advertisers with the ability to book different days and times regardless of campaign duration, each digital screen had its own schedule, making it impossible for EPAMEDIA to manage with its existing technology stack.

Following an extensive evaluation process, EPAMEDIA chose the Broadsign Platform for its comprehensive and automated campaign planning, management and reporting capabilities. Additionally, the ability to integrate Broadsign into its existing technology stack through APIs, including its booking system AS400 and its revenue and report system QlikView, provided its Client Services team with a more seamless way to book, plan and report campaigns – significantly increasing operational efficiency.

“We chose Broadsign as they’re always making new features and keeping up with the industry”, said Stefanie Zeiler, Digital Media & Graphic Design at EPAMEDIA. “They also had the features we needed, like content separation, category exclusions, visual availability check, reporting and targeting.”

Adopting the Broadsign Platform has also opened up new ways of selling for EPAMEDIA. As impression-based campaigns became a big topic among national advertisers, the Austrian media owner began its expansion into programmatic digital out-of-home (pDOOH) last year by integrating with the Broadsign supply-side platform (SSP). One particular feature that the company appreciated was the ability to integrate their audience data from Outdoor Server Austria (OSA) into the Broadsign SSP, providing advertisers with audience data for every hour and day of the year.

What’s next for EPAMEDIA

As for what’s next for EPAMEDIA, the company intends to continue its digital network expansion, including placing more of its high-definition digital screens in every Austrian state. They also intend to further their digital and programmatic expertise, securing their position as the leading out-of-home company in Austria by offering static, digital and programmatic digital OOH to advertisers.