Broadsign announced the launch of “Broadsign In-Advance,” a new capability for its platform designed to automate guaranteed digital out-of-home (DOOH) advertising transactions booked ahead of time. The update aims to address accessibility challenges inherent in traditional OOH buying processes.
Currently, the majority of OOH and DOOH media purchases involve manual workflows. Broadsign In-Advance enables both programmatic buyers and traditional direct buyers to use automated, dynamic processes for guaranteed in-advance DOOH campaigns. Support for static OOH transactions is planned for a future update.
Benefits for Media Buyers:
- Programmatic buyers can now secure guaranteed DOOH campaigns months ahead of delivery using familiar automated trading tools.
- Direct buyers can significantly reduce historically lengthy buying cycles, saving hours previously spent manually discovering, curating, and reserving inventory.
- The automation improves planning flexibility, reduces back-and-forth communication with media owners to confirm and secure inventory, and simplifies campaign adjustments.
- It also unlocks data-driven targeting, typically associated with programmatic platforms, for more traditional guaranteed buys, aiming to enhance campaign performance.
Benefits for Media Owners & Demand Partners:
- DOOH media owners utilizing the capability gain more efficient transactional processes and potential access to new buyers, enhancing revenue opportunities.
- Owners retain control, selecting specific inventory to make available; Broadsign In-Advance then automates bookings based on their predefined business rules.
- Demand partners activating the capability via their Broadsign Supply-Side Platform (SSP) integration gain access to previously unavailable in-advance inventory, supporting new campaign types and maximizing profitability.
WPP Media Netherlands (formerly GroupM Netherlands) has tested Broadsign In-Advance, securing DOOH ads across the Netherlands via OutMoove, the first demand-side platform (DSP) to integrate with the new capability. Broadsign plans continued global expansion with new demand and media owner partners.
“We see the potential of Broadsign In-Advance to increase efficiency for media buyers for standalone direct buys or in the mix with programmatic activation,” said Noella Klein Ikkink, Practice Lead OOH at WPP Media Netherlands. “It could also facilitate more streamlined, packaged buys alongside current buying methods and open up more opportunities to determine the best path forward, depending upon our planning strategy and budget.”
John Dolan, Vice President, Global Head of Media Sales at Broadsign, emphasized the need for modernization: “OOH is one of the most enduring ad mediums today, yet it’s one of the most complex to transact outside of programmatic, which only accounts for less than ten percent of global digital buys, a figure that excludes static buys. Booking OOH and DOOH ads today should be as easy as securing a hotel or flight, and automation is the key to making this possible. Broadsign In-Advance is the next step in facilitating an industry-wide transition to more automated transactions. It introduces tech-driven advancements that will make the channel more accessible and elevate the quality of campaigns, helping to usher in a new era of growth for OOH.”
Broadsign’s new in-advance DOOH transaction capabilities are accessible immediately to Broadsign SSP customers and integrated demand partners via the latest platform update. Media buyers are encouraged to consult their preferred demand partner regarding support for Broadsign In-Advance.
For more info visit: https://broadsign.com/
