Canada – Broadsign has launched ‘Broadsign In-Advance’, a new platform feature that enables automated, advance booking of digital out-of-home (DOOH) advertising. Support for static OOH transactions is expected in a future update.
The new capability allows programmatic media buyers to secure guaranteed DOOH campaigns months ahead of launch, using technology built on familiar automated trading tools. It also helps direct buyers shorten what has traditionally been a time-consuming process of finding, curating, and reserving media inventory.
Broadsign In-Advance aims to streamline the process for both programmatic and traditional media buyers, who currently handle most OOH and DOOH transactions manually. It reduces the need for back-and-forth communications with media owners, improves planning flexibility, and makes it easier to adjust campaigns when needed.
The feature also brings programmatic-style data and targeting to more traditional DOOH buys, helping buyers make better-informed decisions and improve campaign outcomes.
On the supply side, media owners can benefit from faster transactions and access to a broader pool of potential buyers. They can set the inventory they want to offer, and Broadsign In-Advance will handle bookings based on pre-defined business rules. Demand partners using Broadsign’s supply-side platform (SSP) can also tap into new inventory previously unavailable for advance buying.
WPP Media Netherlands, formerly GroupM Netherlands, was among the first to test the new tool. The agency secured DOOH inventory across the Netherlands using OutMoove, the first demand-side platform (DSP) to integrate with Broadsign In-Advance.
Noella Klein Ikkink, practice lead OOH at WPP Media Netherlands, said, “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. 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.”
The new in-advance DOOH transaction capability is now available to Broadsign SSP customers and demand partners through the latest platform update. Media buyers are advised to check with their demand-side partners regarding current or planned support for Broadsign In-Advance.
John Dolan, vice president, global head of media sales at Broadsign, explained, “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,” he added.
