Indonesia – Broadsign, a developer of out-of-home (OOH) advertising technology, has partnered with the OOH media company City Vision to give global media buyers easier access to premium programmatic DOOH ads.

The partnership integrates City Vision’s extensive digital screen network into the Broadsign supply-side platform (SSP), allowing global media buyers to access premium programmatic DOOH inventory in Indonesia through over 35 connected demand-side platforms (DSPs).

City Vision will also utilise the Broadsign content management system (CMS) to manage most of its network, ensuring a seamless and consistent user experience across its screens.

City Vision is in the process of migrating its remaining assets to the Broadsign CMS, a move that aligns with its broader strategy to unify systems and expand its reach beyond Greater Jakarta to other major cities across Indonesia.

“With its inventory now on the Broadsign SSP, advertisers can now programmatically purchase ad space on City Vision Screens on an impression basis, aligning with the buying methods used across major digital platforms like Meta, Google, and TikTok,” commented Veronica Ong, sales director at Broadsign SEA. 

“This new programmatic approach brings greater flexibility and efficiency to City Vision’s inventory, allowing advertisers to dynamically update their campaigns in real-time and deliver relevant messaging at the right moment. City Vision can now enable advertisers to engage Indonesian audiences in a way that is more impactful and measurable,” Ong added. 

City Vision’s partnership with Broadsign supports its mission to lead Indonesia’s OOH industry by delivering meaningful, inspiring campaigns. With over 2,000 media assets nationwide, City Vision is known for its end-to-end DOOH solutions, combining strategic planning, creative execution, and data-driven insights through audience profiling, brand recall studies, and digital retargeting.

David Sommer, head of strategy at City Vision, said, “City Vision provides a unique, full-service approach across the DOOH value chain. From strategy and creative execution to data analytics and campaign measurement, we’re committed to creating captivating and measurable advertising experiences.”

“Our work with Broadsign is not only helping to transform the DOOH landscape in Indonesia but also expanding opportunities for international brands seeking impactful engagement with audiences in the region. The Broadsign SSP has connected us with the most significant DSPs, making it easy for international advertisers to access our digital assets; partnership is a pivotal step in reimagining how advertisers reach audiences in Indonesia,” Sommer added. 

Jakarta, Indonesia – Out-of-home (OOH) advertising solutions provider EYE Indonesia today announced that it has adopted the Broadsign Platform to expand its capabilities for media buyers across the region. 

Part of the EMTEK Group since 2016, EYE Indonesia oversees the conglomerate’s OOH media division, offering customers a comprehensive range of OOH campaign options, including traditional and programmatic media placement on strategically located screens, as well as assistance with ad creative and tax permitting. 

By leveraging the Broadsign Platform, the company is able to deliver new capabilities for its media buyers, such as share of voice, impression-based buying, programmatic transactions, and more.

Among the EYE Indonesia OOH inventory powered by Broadsign is the company’s cutting-edge LED Videotron network, which is installed in high-traffic areas. From its urban centers to roadside installations, and screens in bustling public spaces, the network sets a new standard in outdoor advertising. 

Videotron’s vibrant, high-resolution displays give advertisers a powerful platform to showcase their brands, products, and messages. Using the Broadsign Platform, the Videotron network supports real-time updates and targeted content delivery, ensuring campaigns remain relevant and impactful. 

Recently, brand aggregator Tjufoo ran a successful campaign using EYE Indonesia’s Videotron network, generating significant engagement with consumers across Jakarta. Based on that campaign’s result, EYE Indonesia anticipates rolling out similar implementations for other brands in the region.

Livia Joehana, director at EYE Indonesia, said, “Our commitment to innovation, strategic partnerships, and personalized campaigns positions us as a trailblazer in the industry. Partnering with Broadsign has empowered us to deliver exceptional value to our advertisers, and we look forward to continued success together. We chose to partner with them due to their reputation for providing a comprehensive and reliable end-to-end solution. Our experience has exceeded expectations, with seamless ad management, real-time analytics, and a user-friendly interface.”

Meanwhile, Remi Roques, general manager for APAC at Broadsign, commented, “Indonesia is the fourth most populated country in the world, comprising hundreds of diverse communities that make for a truly unique advertising landscape. Digital out-of-home, in particular, is evolving rapidly in the region, driven by technology advancements that provide the ability to deliver personalised, contextual content, and this partnership will only help further the possibilities. We’re excited to be working with EYE Indonesia as it prepares for this next phase of growth and to ensure it has the flexibility and adaptability it needs to deliver new approaches to buying and securing OOH ad inventory so that clients can plan and execute more dynamic and impactful campaigns.”

Canada While digital out-of-home (DOOH) has taken centre stage in recent years, static OOH continues to be in high demand. Currently, static OOH accounts for around 70% of the current OOH market inventory. This is according to the latest report from Broadsign, putting focus on critical insights into the current and future problems and possibilities in the OOH sector.

Even though static OOH has been successful in the digital age, most participants expressed that procedures for OOH are excessively complicated and hinder productivity. Only 17% of respondents said their teams ran well, and almost 50% said there was a serious need to improve workflow.

Additionally, 53% of respondents cited operational inefficiencies as a barrier to competition. According to participant input, improving OOH’s share of advertising revenue in the upcoming years will depend heavily on the modernization of static technologies and procedures.

Emerging technologies are opening up new prospects in the static OOH sector. These include automation tools, data, and analytics solutions. Interviewees for the report expressed a rising focus on data and analytics, along with real-time technology insights regarding inventory availability. 87% of respondents said their organisations would benefit significantly from adding greater automation to their processes.

When asked which trends or technologies they believed would have the biggest impact on the expansion of the industry going forward, 59% of respondents named data-driven targeting, and 47% named data measurement and attribution. 

The report’s participants prioritised sustainability, with many expressing their aim to implement more sustainable business practices in order to achieve carbon neutrality in the future. Approximately 64% of the participants had already pledged to decrease their carbon footprint, and 17% indicated that they intended to introduce sustainable practices. 

In terms of ongoing initiatives, 56% of participants were using energy-efficient LEDs for signage, 33% were using recycled materials, and 48% were recycling or donating vinyl after the campaign. 

More than 125 OOH professionals from 60 different companies throughout the world contributed to the report’s compilation. With screen counts ranging from a few hundred to thousands, organisations running hybrid static/digital networks accounted for almost two-thirds of the participants. 

Speaking about the report, Catherine Lee, Broadsign product marketing specialist, said, “Static is going to continue playing an essential role in the OOH market for the foreseeable future, but as more screens go digital, adapting with the times will be vital. To this end, there is more work to be done to automate the tools and processes used across the industry and reduce static OOH’s carbon footprint.” 

She added, “Our report findings not only reinforce these challenges, but point toward an optimistic future for the industry should it work together to evolve and overcome them. We’re excited to reveal our findings to the community and hope they’ll inspire conversions that drive change.”

Australia Coles 360 announced two new collaborations with media business Nova and out-of-home adtech vendor Broadsign in an effort to strengthen its omnichannel media solution offerings. 

Coles 360 has teamed with out-of-home (OOH) adtech company Broadsign to improve the Coles 360 network of digital screens at shop entrances. Coles will be able to organise, manage, and distribute engaging content and adverts across its retail media displays as a result of this agreement. 

Coles 360’s collaboration with Broadsign will improve its in-store media capabilities by allowing personalised campaign scheduling and dynamic content distribution.

Speaking about the partnership with Broadsign, Paul Brooks, general manager of Coles 360, said, “We’re determined to provide unique, impactful, and measurable omni-channel media solutions and these partnerships allow us to do just that. The Broadsign Platform provides the ideal solution to power our future network. It currently services more than 300,000 screens worldwide and has been a leader in this space for two decades, making it an obvious partner.” 

He added, “Over the last two years, we have learned a lot about their potential, what suppliers and their agencies want to see on them, and strategies to leverage their prime positioning for maximum impact. We now have a solid understanding of what it will take to deliver on the next phase of screens, and a key component of that is driven by the technology that powers them.” 

Meanwhile, Ben Allman, Broadsign head of sales, ANZ, said, “With over 75% of supermarket shoppers buying in-store, retailers are increasingly focused on the digitisation of their physical worlds. Adopting best-in-class solutions, such as the Broadsign platform, has allowed Coles 360 to build a comprehensive and highly compelling retail media offering in a relatively short time span. We’re very excited and extremely proud to be partnering with one of Australia’s most iconic and trusted brands.”

Coles continues to partner with its cooperation with NOVA Entertainment, extending the Coles Radio arrangement, following a thorough examination of the Australian digital radio landscape. 

The new Coles Radio partnership adds additional features like store-level ad targeting and full-time and day-parting, allowing Coles 360 to tailor ad tactics to individual campaign requirements. Coles 360 will also get access to NOVA entertainment’s talent, consumer promotions, and marketing possibilities throughout its portfolio, broadening its reach and interaction with supplier partners. 

Speaking about the partnership with NOVA Entertainment, Brooks said, “We can talk about cereal at breakfast time, and convenience meals in the pre-dinner rush for example. It’s an exciting evolution of Coles Radio. It will mean we can provide customers with a better experience in store, as it will be more tailored and relevant than ever before.” 

“This new capability will unlock enhanced partnership opportunities for our supplier partners to further strengthen the power of Coles Radio as part of their omnichannel packages,” Brooks added. 

Talking about the renewed partnership with Coles 360, Nicole Bence, NOVA Entertainment chief commercial officer, said, “The extension of NOVA’s partnership with Coles is a testament to our successful collaboration on an industry leading retail audio product. Coles Radio is the perfect example of NOVA’s all-of-audio approach; seamlessly connecting with customers and creating an audio experience unique to your brand.” 

Kate Bailey, Coles group general manager of brand, digital & media, commented, “Both NOVA and Broadsign have strong track records in their ability to deliver relevance in message. By combining these strong foundations with our first-party data, market-leading creative capabilities, and market intelligence, we will deliver the hardest-working assets in retail media.” 

Manila, Philippines – Out-of-home (OOH) advertising technology provider Broadsign has been tapped by Summit Outdoor Media, the outdoor advertising arm of Summit Media, to leverage Broadsign’s content management and programmatic advertising solutions to advance its OOH services.

This marks the first time Broadsign is having a media partnership in the region. The technology will play a pivotal role in helping Summit Outdoor Media manage content and optimise ad campaigns across their broad range of OOH advertising inventory of large-scale LED video billboards, strategically located along prime highways in key cities across the Philippines.

Remi Roques, general manager for APAC at Broadsign, said, “Summit Outdoor Media is one of the largest OOH media operators in the Philippines, offering innovative ways to effectively reach local audiences through digital and traditional OOH advertising.” 

He added, “With the Broadsign platform, they’ll be able to scale and transform their offering, even as the OOH industry in the Philippines continues to rapidly evolve with the arrival of new cutting edge LED technology and programmatic advertising capabilities.”

Meanwhile, Abigail A. Pe Aguirre, deputy head for outdoor at Summit Outdoor Media, commented, “This partnership is a testament to our commitment to innovation and excellence. With Broadsign’s industry-leading technology, and Summit Outdoor Media’s extensive network of premium and iconic digital displays and traditional billboards, we believe that this collaboration will lead to transformative executions and campaigns for our clients.”

Australia – Out-of-home (OOH) advertising technology developers Vistar Media and Broadsign has announced a mutual integration of its mediations layers, which allows simplification of OOH media buys across both supply-side-platforms (SSPs), as well as unlocking access to additional demand.

Through the partnership, it allows both companies to have an open and fair play auction regardless of which firm’s mediation layer is used, and lowers the operational burden for media owners while facilitating advertiser access to OOH inventory.

For media owners using or planning to use both companies’ SSPs, the mediation layer integration enables them to streamline their programmatic inventory allocation. They can access media buyer demand from both platforms, without having to manage each one separately. 

Moreover, mediation will allow media owners to have both SSPs compete in a fair auction based on price, creating a level playing field and ensuring that media owners can maximise yield on any programmatically-sold inventory.

For Eric Lamb, SVP for supply at Vistar Media, unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralised demand and increased competition.

“We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry,” Lamb said.

Meanwhile, Frank Vallenga, vice president of SaaS sales at Broadsign, commented that as demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches.

“Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys,” Vallenga said.

Singapore – Amidst continuing its growth in Singapore and the broader Asia-Pacific region, marketing technology developer Broadsign has appointed Veronica Ong as its new sales director in Southeast Asia. She will be responsible for supporting the regional sales team in strengthening Broadsign’s partner offering and growing its portfolio of DOOH clients across the region.

Ong brings with her a strong background in OOH and sales. In her previous roles, she led the team of JCDecaux’s strategic and airport advertising accounts where she collaborated with major global brands buying ad space on the OOH leader’s network. She also managed sales for all media platforms for street furniture, retail malls, cinema, and large format advertising in the Singapore region.

Even before joining JCDecaux, she held a range of sales roles across multiple advertising mediums, including publishing at SPH Magazines in the fashion and beauty division.

Remi Roques, general manager at Broadsign, commented, “We’re incredibly thrilled to have Veronica join the team, especially at a very exciting time when we’re expanding our platform’s capabilities to support customer growth in 2023 and beyond.”

Roques added, “Her industry experience and passion for OOH are a tremendous asset to our team, and will help us continue reaching our goals.”

Meanwhile, Ong commends Broadsign for its offering and customer service which she personally experienced on the client side of her former role.

She added, “It has built the best OOH platform available for media operators of any size, and I look forward to working with the team to continue growing the business.”

Québec, Canada Out-of-home (OOH) ad tech company Broadsign rebrands Campsite DOOH demand-side platform (DSP) as Broadsign Ads, extends platform to support new regional markets. 

The pDOOH-specialty demand side platform (DSP) helps agencies and brands plan and execute impactful DOOH campaigns with a streamlined workflow that resembles online and mobile DSPs. 

Broadsign has been working with a number of early adopter agencies and brands throughout the U.S. and Australia to launch campaigns via Broadsign Ads in each market. With the Broadsign Ads rebrand and geographic expansion, media buyers in the U.S. and Australia can now access the platform’s intuitive, powerful campaign workflows, which helped pave the way for pDOOH in Canada. Platform advantages include: 

John Dolan, VP and global head of Media Sales at Broadsign, said, “Between increasing consumer screen fatigue and the target on the cookie’s back, DOOH is approaching a new era of growth. Broadsign fAds makes DOOH ad buying more transparent and as accessible as online and mobile. It combines the core functionality of Campsite with Broadsign best practices and technology.” 

Moreover, Dolan shares that the rebrand of Broadsign Ads and its expansion into the U.S. and Australia represents a crucial next step in DOOH’s evolution, enabling new and seasoned digital marketing agencies, brands, and local businesses to realise the full potential of OOH.