Category: Digital Signage News and Views

Product News | October 11, 2021

Let’s talk programmatic DOOH: Insights from Adform

For a long time, Adform has extolled the virtues of digital out-of-home. This company believes firmly in the medium’s power to communicate brand messaging to broad audiences and its capabilities in delivering precise audience metrics.

Adform, a global advertising platform headquartered in Copenhagen, is known across the industry for providing a flexible solution that services the whole campaign lifecycle. With its fully integrated advertising platform, Adform FLOW, and global reach – it’s easy to see why customers continue to gravitate towards the company’s unique offering.

How does DOOH fit into the business’s media plans? Adform’s Partner Development Manager Vittorio Capasso has some thoughts on the subject. We reached him in London to discuss this and why he thinks digital out-of-home needs to be a fixture in the media budgets for businesses of all sizes.

What do you think are some of the barriers or challenges that a digital marketer faces as they start exploring, planning and integrating DOOH in their omnichannel campaigns?

One of the main challenges is that clients don’t realize the scale of DOOH, which impacts how they plan their campaigns. Reach, screen availability, where screens are located, types of screens and the environment where the ad will be displayed—if it’s in a mall, highway, or supermarket, this can all make a difference.

We also notice that clients wonder how they can reach their audiences through DOOH. I think marketers are also used to running traditional campaigns with third-party cookies available, and it’s pretty easy nowadays to pick and choose their audiences. With DOOH, the story’s different, and we find that it’s more about educating clients, agencies, advertisers on how audiences can be reached through DOOH and the best ways they can achieve that.

And the third part is the measurement. Clients can measure the impact of their campaigns. Traditional campaigns require specific tools to measure many aspects of the campaign but with DOOH, how you measure your campaign is a little different, and I think there’s more education that needs to be done here as well.

What do you think is DOOH’s role in a media plan? Has it changed over the last couple of years?

As we settle into this “new normal,” there seems to be an evident appetite for OOH media and programmatic DOOH. What would you say are the main drivers of that?

With restrictions being lifted in many countries, we’re starting to see an increase in demand for DOOH. In the next few years, we think DOOH is a channel that needs to always be on media plans. In every campaign, a DOOH piece should be included because it can make a difference. For brand campaigns, this needs to be there—it’s so impactful as a channel. You can reach many people at the same time and have the opportunity to be creative with campaigns you run, campaigns that have the potential to grab people’s attention and stay with them.

In light of the upcoming withdrawal of third-party cookies and the renewed attention on contextual advertising, what do you see the role of programmatic DOOH being? 

For several years, we’ve been working on proposing solutions for our clients, enabling them to run campaigns similarly, without third-party cookies. I think clients are used to talking about first-party data and thinking about the world without third-party cookies, but I think this will help boost the DOOH and allow it to stand out from the other channels. With Google recent announcement regarding the withdrawal of third-party cookies being pushed to 2023, the industry will have more time to adapt and DOOH can help the transition as it is a cookie-less environment by nature.

Knowing that there are more strict privacy policies and fewer opt-in location-based users and mobile data, how do you think this will impact DOOH execution and is this a concern? 

Do you think marketers fully understand the programmatic DOOH opportunity? Is more education needed? 

In general, I think there is a good understanding of the basics, but it depends on the specific markets and clients. Some markets are advanced in DOOH because it’s already been a part of the landscape, while some still need to be educated on the basics. But I believe a good portion of the market needs to learn about the real opportunities and capabilities of DOOH, such as measurement and audience-targeting, which needs to be made more clear to clients, and that’s one of Adform’s goals. Marketers want to run sophisticated campaigns, and DOOH needs to adapt to that. DOOH has made progress in recent years, with many capabilities that I don’t think are fully used by clients. 

Do you see more clients wanting to leverage dynamic creative?

That’s something we see more of lately, though this is something clients are requesting as I don’t think dynamic capabilities are being used as broadly as they should be. But I believe in the future that dynamic creative campaigns will be increasingly deployed in the DOOH channel, as programmatic makes it even easier. But the market needs to be educated. Clients want to be reassured that their campaigns are going to be executed with no issue. 

What is essential for you when choosing a DOOH supply-side platform (SSP), and where do you think the opportunities are from an SSP perspective? 

What role does Broadsign Reach SSP play in your supply? 

I think Reach is a great tool. It gives us the flexibility to get the information and details that we need whenever we need them. I think about it from the planning perspective so that I can secure the info easily. Troubleshooting is one key differentiator of Reach as we can troubleshoot things much quicker with your SSP and of course, the great support offered by the team at Broadsign makes everything much easier.

Product News | October 11, 2021

How BMW Sweden’s first programmatic digital out-of-home campaign drove a 68% increase in dealership visits

German-based automotive brand BMW, known for its luxury vehicles and commitment to innovation, launched its first programmatic digital out-of-home (pDOOH) campaign in Sweden. The initiative was a strategic move to elevate the brand’s presence in this priority market and drive measurable results for its plug-in hybrid BMW 330e Touring.

Objective

The campaign aimed to boost awareness of BMW’s limited-time leasing offer while driving foot traffic to 29 dealerships across Sweden. To measure the campaign’s effectiveness on KPIs like ad recall, brand preference, attribution, brand image and action, a comprehensive brand lift study was conducted in collaboration with Broadsign and Happydemics. Additionally, a foot traffic attribution study, executed in partnership with Broadsign and Spotzi, provided insights into the uplift in showroom visits directly attributable to the campaign.

Strategy 

Screens were strategically activated in high-traffic malls, subways, and urban panels near BMW dealerships, maximizing visibility among professionals likely to visit the showrooms. Orchestrated by Mediaplus, the campaign seamlessly integrated DOOH ads via Broadsign’s SSP and Vistar Media DSP, unlocking access to premium Clear Channel Sweden inventory. Mediaplus’ expertise in planning and execution, combined with Broadsign and Vistar Media’s advanced technology for targeting and optimization, ensured the campaign delivered maximum reach and meaningful engagement across key locations. 

Results 

To assess the campaign’s impact on brand metrics, a brand lift study was conducted in partnership with Broadsign and Happydemics, focusing on key brand metrics. Audiences within a viewable area near campaign screens were surveyed, with uplift measured by comparing responses from non-ad-recallers (control group) and ad-recallers (exposed group). 

Boost in brand preference

The campaign significantly boosted brand preference, delivering a 156% uplift when comparing ad recallers to non-recallers. Overall, 41% of those who recalled the ads indicated a preference for BMW over its key competitors, highlighting the campaign’s effectiveness in swaying consumer opinion.

Powerful ad recall 

The strategic placement of ads in malls, subways and urban panels resulted in repeated exposure, leaving a lasting impression on the target audience. The campaign achieved 6.9M impressions and 4.5M ad plays, with 53% of ad recallers reporting that they saw the ad multiple times, reinforcing the message and enhancing brand recognition.

Significant Brand Attribution

BMW’s strong visual identity played a crucial role in the campaign’s success, with 61% of ad recallers correctly attributing the ad to the brand. The campaign’s impact was further underscored by an 11% uplift in attribution, demonstrating the ads’ ability to capture and retain consumer attention. These attribution results ranked in the top 15% worldwide for Automotive DOOH campaigns measured by Happydemics. 

Big Impact on positive brand image 

The campaign successfully shifted ambivalent perceptions, with a notable decrease of 28% among neutral consumers. 48% of ad recallers now hold a positive or very positive impression of the brand — a 188% uplift. According to Happydemics, the campaign ranked in the top 10% for brand image uplift among DOOH campaigns in the Automotive category. 

Inspired consumer action 

Beyond raising brand awareness, 55% of ad-recallers intended to take action on what they saw, representing a 450% uplift. Specifically, 17% of ad recallers expressed intent to purchase BMW products, while 15% planned to look up reviews, showcasing the campaign’s effectiveness in driving both interest and intent.

DOOH drove customers to dealerships

A foot traffic study was conducted in collaboration with Broadsign and Spotzi to measure the impact of the campaign on dealership visitation. An exposure radius was applied to collect a sample of mobile devices exposed to the DOOH ads that subsequently appeared in a BMW dealership location.

The campaign led to a 68% increase in visits to BMW dealerships among exposed consumers, with about half of the visits occurring the day after exposure and the remainder within 10 days. 

Nearly every dealership measured saw a rise in foot traffic, demonstrating the campaign’s powerful influence on consumer behaviour. While larger, high-traffic dealerships experienced the most significant gains, several mid- and lower-volume locations rose to the top. Moreover, DOOH assets closest to dealerships had the strongest impact. The campaign’s success was evident across the dealership network, highlighting programmatic DOOH’s ability to deliver consistent results in multiple regions. 

Want the campaign highlights? Check out the infographic below.


Product News | October 11, 2021

Out-of-Home in 2025: Advertising trends to watch from industry experts

Following a record-breaking third quarter, out-of-advertising (OOH) is projected to grow by over 5% in 2025, according to MAGNA—setting the stage for an exciting year ahead. This year’s DPAA Video Everywhere Global Summit offered an exciting glimpse into the trends shaping the industry’s growth. We had the chance to connect with key voices from brands, agencies, data partners, media owners, and more to hear their insights firsthand.

From new tech, data-driven insights, and programmatic innovations, here’s a look at the big themes to watch as OOH prepares to make a major splash over the next twelve months. 

Programmatic DOOH will continue to expand opportunities for advertisers and media owners

With a surge of new players and creative formats, OOH advertising is becoming more versatile and innovative than ever. Programmatic digital OOH (pDOOH) technology is largely to thank for this, streamlining advertisers’ entry into the space by enabling more targeted, data-driven campaigns. 

Adam Malone, President & Co-Founder of Screenverse, predicts a significant shift for media owners in the pDOOH space in 2025. “Nowadays, media owners can activate 10, 15, 20 screens in a market with a lot of demand. With access to programmatic exchanges, they can monetize those first screens immediately. This will drive significant opportunities over the next three to five years, with many niche players emerging across specific venue types. Programmatic will continue to be a massive driver of opportunity for the media owners, but also an important access point for advertisers and agencies so that they can come in and experience the power of digital out-of-home,” says Malone. 

With momentum continuing to build in pDOOH, advertisers are spotting new ways to bridge DOOH with channels like connected TV (CTV), a medium expected to see further growth in 2025. Strengthening the synergy between these channels will be a key trend as the industry works to unlock its full potential together. “We’ve seen consistent growth throughout 2024,” says Mary Perrella, VP of Media and Marketing at Vengo Labs, “We’ll likely see OOH play a bigger role in amplifying CTV’s reach by extending campaigns into physical spaces, helping brands deliver cohesive messaging across in-home and out-of-home screens.”

The gap between online and offline attribution is narrowing

Ali Broback, Chief Client Officer and Partner at ODN agency, emphasizes that while tracking outcomes like app downloads or web traffic is straightforward for advertisers, the next important step is to accurately measure OOH efficacy, “Brands and agencies understand that attribution is now a part of the OOH industry. It’s easy to prove app downloads or web lifts, but what will be exciting next year is seeing how we can track actual impressions delivered at the end of a campaign instead of banking on what was projected,” she comments.

Remco Dolman, CEO and founder of Spotzi agrees, highlighting the need for OOH to mirror the audience-targeting capabilities of online advertising. “There’s a wealth of data available—foot traffic, car data, and more—and we can collaborate with brands and retailers to access their data as well,” he says. “With CTV, out-of-home is becoming less siloed. We’re now able to measure two verticals in a more unified way, and I believe we’ll see a similar integration between OOH and online media in the future.”

Jonathan Mark, Managing Director of USA & Canada at Worldcom OOH, is equally optimistic about how data is transforming DOOH targeting. “We’re getting closer to making that one-on-one connection in OOH. If you look at over-the-top media (OTT), it’s about reaching specific households. OOH is getting better at leveraging data to improve targeting, like pinpointing where and how to connect with consumers at the moment of impact.”

Sustainability in media continues to be a growing priority, especially among advertisers

Sustainability is now a focal point in the media industry, reflecting a shift towards innovative products and solutions that prioritize environmental responsibility. As part of this movement, agencies are actively exploring new ways to make media planning and campaigns more sustainable. Stephanie Scheller, Managing Partner of Sustainable Solutions EMEA at Omnicom Media Group (OMG), shares that Omnicom has taken a significant step by establishing a sustainability consultancy staffed with experts in environmental studies. Combined with OMG’s media expertise, they aim to offer the best of both worlds when it comes to conscious yet effective media strategies.

“Our number one priority is effective media planning,” Stephanie says. “You can create the greenest media plan, but if you’re not reaching your target audience, you’re producing carbon emissions for no reason. We’re here to help [advertisers] make decisions that are both sustainable and impactful.” To support this, Omnicom has developed innovative tools to help optimize media mixes based on traditional key performance indicators (KPIs) and carbon emissions, allowing for more sustainable choices within existing strategies. 

Experts agree that in 2025, even more brands and agencies will choose media partners who prioritize sustainability, like those using green electricity or recyclable materials to lower carbon footprints. As new regulations make sustainability a “must-have” rather than a “nice-to-have,” change management and education will be essential in helping clients and stakeholders navigate these shifting expectations and requirements.

READ ALSO: See the latest update on Broadsign’s sustainability journey

Retail media is set to thrive as in-store media makes its mark

Retail media is expected to comprise two-thirds of a projected $67 billion in media ad spending by 2025, according to eMarketer. This surge is driving significant interest in in-store retail media, an area predicted to see major growth next year as retail media networks expand. As retailers look for ways to diversify revenue streams and optimize both in-store and digital experiences, brands will also continue to look for ways to reach audiences in-store with relevant and engaging messaging, especially as physical shopping remains a key part of the purchasing journey.

Jonathan Franco, Sales Director, Retail Media at Broadsign, envisions the future of retail media as one where physical stores transform into dynamic multimedia environments. Data-driven insights will play a key role in helping retailers refine marketing strategies, optimize store layouts, and manage inventory more efficiently. This approach also opens the door to programmatic bidding on digital in-store advertising, providing retailers with a smarter way to monetize.

“We expect programmatic retail media buying to grow, creating opportunities for advertisers to automate and optimize ad placements across both digital and physical retail spaces while keeping control,” says Jon. “This will make retail media more accessible for brands of all sizes and improve campaign efficiency. AI will be central to this transformation, enabling brands to refine campaign strategies, improve attribution models, and dynamically adjust messaging in real-time for better ROI.”

Franco also emphasizes the growing importance of blending physical and digital touchpoints, stating, “Retailers have the opportunity to blur lines between shopping and media consumption, creating consistent omnichannel experiences that engage consumers wherever they are. By turning stores into content-driven environments, retailers can operate more like media companies, using every touchpoint as an opportunity to connect with their audience.”

“When we talk about bringing our in-store signage into the media ecosystem, it’s really about capitalizing on data,” explains Malone. “How can we enrich our digital screens in and around retail locations with the data that CPG brands use to determine the best return on ad spend? It’s not just about putting video on those screens—it’s about using data and context to maximize impact.” Integrated with digital tools, in-store media gathers valuable customer behaviour and preferences data, enabling more targeted and effective campaigns.

With momentum building and new opportunities on the horizon, 2025 promises to be a standout year for OOH. From advancements in programmatic technology to deeper integration with digital channels like CTV, OOH is capturing more attention—and ad spend. Automation, data-driven insights, and new creative formats are levelling the playing field with other media, offering advertisers fresh ways to connect with audiences in meaningful, measurable ways. 

Interested in running creative and impactful DOOH campaigns in 2025? Connect with us today.

Product News | October 11, 2021

Sanctuary Billboards: Elevating Kuala Lumpur’s advertising landscape with the Broadsign Platform

Out-of-home advertising is having a banner year, with OOH advertising revenue having increased by 3.4% in the second quarter of 2024, according to the OAAA. 

The rise of digital out-of-home (DOOH) is fueling this growth, largely due to technological advancements. Given all this momentum, it’s not surprising to see OOH and DOOH gaining traction worldwide, especially in a country like Malaysia, which has the sixth-largest GDP in Southeast Asia.

One billboard company is leading the charge in Malaysia’s increasingly competitive advertising landscape. Sanctuary Billboards is a media owner committed to delivering high-quality advertising in the country’s capital, Kuala Lumpur. Under the leadership of its CEO, Paul James Sapwell, the company’s philosophy is quality over quantity, focusing on acquiring only the best sites for both its static and digital inventory to deliver maximum impact. Strategically speaking, this enhances the aesthetic appeal of the advertisements and drives higher traffic numbers compared to competitors.

Sanctuary Billboards’s screens feature dynamic and varied content that captures the attention of passersby and keeps the visual experience fresh, engaging and, most importantly, compelling while delivering impactful and effective advertising on every screen. 

Harnessing the power (and potential) of DOOH in Malaysia 

What does DOOH bring to Sanctuary Billboards? According to Nick Sapwell, the company’s Digital Production Manager, digital screens are a platform that can provide endless possibilities. “We are particularly excited about the fact that our billboards are eye-catching in a way that most other advertising platforms are not. Unlike other forms of advertising that can be skipped or ignored, outdoor ads demand attention, leading to superior turnover rates and greater brand recall,” he says.

What does the future hold for programmatic DOOH? 

Programmatic DOOH (pDOOH) exchanges promise expanded reach, increased revenue, and a rising demand for inventory. Though still a relatively small segment, pDOOH is experiencing rapid growth in the region, and Sanctuary Billboards is ahead of the curve and in dialogue with most stakeholders.

“Sanctuary Billboards’s choice to partner with Broadsign was driven by its mission to offer the best quality screens and sites. Broadsign’s reputable CMS system provides the flexibility needed to meet diverse client demands,” said Nick Sapwell. In addition to leveraging the Broadsign Platform, Sanctuary Billboards is developing proprietary software for reading Broadsign’s APIs. This move marks another innovation by the media owner that will provide clients with comprehensive data reports to further enhance the value it brings to its partners and customers. 

Looking ahead, Sanctuary Billboards plans to reinvest profits from its existing digital screens by converting more static sites into digital ones. The company is also keen to grow its offering, expanding into offering ad creation services to its clients in video production and editing. Content customisation which is relevant to viewing situations ensures effective communication, a point of difference learned from Sanctuary’s strategic partner, Plan B Media.

Ultimately, Sanctuary Billboards is about more than just advertising. It’s an organization that embraces the opportunity to set new benchmarks in quality and innovation within the industry. With a strong foundation and a clear vision for the future, Sanctuary Billboards is well-positioned to continue its growth and solidify its status as a leader in Kuala Lumpur’s OOH advertising landscape.

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

Product News | October 11, 2021

How Reklam Istanbul is building Turkey’s largest digital OOH network with Broadsign

The global out-of-home (OOH) industry is having a standout year, with the medium expected to reach $49.7B globally. Istanbul, Turkey’s vibrant economic and cultural hub, is no exception, reflecting this impressive momentum as the local market experiences substantial growth.

OOH advertising makes up 4% of Turkey’s total media spend, with digital out-of-home (DOOH) contributing 32% of that figure. DOOH ad spend has surged over the past few years, particularly across sectors like retail, entertainment, cosmetics, personal care, public institutions, and political parties. Leading the charge is Reklam Istanbul, a key player in the country’s OOH digitization. Founded in 2018, the media owner is at the forefront of digital innovation, operating two major networks, Yovi Metro and Seaplay, which together reach over 12 million people monthly.

Premium screens in prime locations 

The Yovi Metro network features over 2,000 screens spread across Istanbul’s vast transit lines, offering brands and advertisers unmatched visibility to engage commuters throughout their daily journeys. Seaplay, meanwhile, consists of digital screens located in 47 ship ports across the city, including a striking 138-square-foot L-shaped LED screen that showcases 3D content in the popular tourist hotspot.

This year, Reklam Istanbul is poised for further growth, with plans to increase its digital display count to nearly 12,000. The company takes a strategic approach to screen placement, emphasizing a diverse mix of screen types and locations rather than concentrating on similar displays. By expanding into underserved areas, it aims to provide advertisers with full citywide coverage, enabling them to reach audiences across Istanbul with a one-week campaign.

Bringing advanced DOOH technology to Istanbul

Anamorphic 3D billboards have become a standout feature in outdoor advertising, appearing in major cities across Europe and beyond. To bring this cutting-edge experience to its home market, Reklam Istanbul installed its striking L-shaped LED screen at Kadiköy Port, a bustling tourist hub, in early 2024.

Given the novelty of the technology in Turkey—and the time-consuming nature of outsourcing 3D content production—Reklam Istanbul took a proactive approach. It established an in-house creative studio dedicated to producing 3D visuals for its screens. All 3D productions are created by Artesda Studio. With plans to expand its network of L-shaped 3D billboards, it is positioning itself at the forefront of the local market’s digital transformation.

Recently, Reklam made some of its inventory available via programmatic transacting, making this savvy media owner one of the first to do it in the Turkish market. Brands and advertisers can launch highly targeted, contextual campaigns in minutes, with access to extensive audience data that allows for more precise audience targeting.

How the Broadsign Platform is helping Reklam Istanbul broaden its reach 

With a growing network and plans to adopt further technological advancements, Reklam knew it needed the support of an industry leader. So, the media owner adopted the Broadsign Platform to manage and automate its digital signage operations. “Trust is very important for brands in Turkey, and working with a global, reputable technology provider like Broadsign goes a long way, especially for brands interested in getting started with programmatic DOOH (which we anticipate will be very big next year),” says Utku Şahin, Head of Digital at Reklam Istanbul.

Now, scheduling and running campaigns across its Yovi Metro and Seaplay networks can be performed effortlessly with proof-of-play reports, ensuring screens are continuously monitored. Should any issues arise, the team can troubleshoot swiftly, minimizing any potential for concerns. The entire network is visible via Broadsign’s user-friendly, centralized hub. 

As Reklam Istanbul continues its growth, it leverages Broadsign’s scalable solutions to simplify expansion. Adding new screens to the inventory is seamless, allowing for quick and efficient growth. Currently, Broadsign powers 2,000 of Reklam’s screens, with plans to scale that number to 10,000 as the company invests in new installations across the city. This expansion will be easily managed through the Broadsign platform, according to Şahin.

Looking ahead

So, what’s next for the media owner? Big plans are in the works for 2025 and beyond. Beginning next year, the company will continue to expand its growing inventory, looking at adding screens of varying sizes and venue types—including installing at least one other large-format 3D LED screen.

Investing in emerging technologies to make DOOH more attractive and accessible to media buyers is a key priority for the media owner. Improving audience insights with advanced measurement technology is also a major focus, especially as their network continues to expand. “We plan to offer measurable, data-driven targeting to brands’ outdoor and digital teams. For this reason, we are closely following emerging technologies and are looking forward to integrating features like dynamic capabilities that will enable our team to change creatives based on data feeds like weather,” shares Şahin. “Combined with Broadsign’s reporting features, brands and advertisers can feel confident in running their ads on our network.”

Build your own network with Broadsign! Contact us today for a live demo.