Broadsign has unveiled Broadsign In-Advance, a new platform capability designed to remove longstanding barriers to Out-of-Home (OOH) advertising by introducing automated in-advance Digital OOH (DOOH) transactions. Support for static OOH transactions is also planned in a future update.
With most OOH and DOOH media purchases still conducted manually, Broadsign In-Advance enables both programmatic and traditional buyers to use automated processes for guaranteed buys well ahead of campaign delivery. The new solution enhances planning flexibility, reduces manual back-and-forth between media buyers and owners, and simplifies adjustments while unlocking advanced, data-driven targeting for traditional DOOH campaigns.
For media owners, the platform delivers operational efficiency and expanded revenue opportunities by automating bookings based on predefined business rules. Demand partners leveraging the new feature through their Broadsign Supply-Side Platform (SSP) integration gain access to previously unavailable inventory, enabling innovative campaign types and increased profitability.
Early adopter WPP Media Netherlands (formerly GroupM Netherlands) has already executed DOOH campaigns using the capability via OutMoove, the first demand-side platform (DSP) to integrate with Broadsign In-Advance. “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 support packaged buys alongside current methods, opening new opportunities depending on planning strategies and budgets.”
“OOH is one of the most enduring ad mediums, yet booking campaigns remains complex outside of programmatic, which accounts for less than 10% of global digital buys,” said John Dolan, VP, Global Head of Media Sales at Broadsign. “Broadsign In-Advance is the next step toward making OOH and DOOH transactions as simple as booking a flight or hotel. By bringing automation into the process, we’re helping to make the channel more accessible, efficient, and impactful.”
The in-advance DOOH transaction capability is now available to Broadsign SSP customers and demand partners through the latest platform update. Media buyers are encouraged to consult their preferred demand partner to confirm current or future support for Broadsign In-Advance.
Broadsign currently powers more than 1.5 million static and digital signs worldwide across diverse environments, from airports and shopping malls to transit systems and retail networks. Global brands including Disney, AB InBev, Honda, H&M, and Johnson & Johnson have successfully run programmatic DOOH campaigns using Broadsign technology.
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