Broadsign acquires Canadian DOOH programmatic exchange Campsite
By Rajiv Raghunath - May 09, 2019
Combined offering to further streamline automated buying and selling of DOOH inventory
Broadsign, the leading OOH marketing platform, today announced that it has acquired Campsite, the innovative Canadian DOOH ad exchange that automates the buying and selling of DOOH inventory. This news follows the recent announcement that Broadsign has acquired the industry’s premier OOH enterprise business solution, Ayuda Media Systems. Both transactions have closed.
For DOOH media owners, the combination of Broadsign and Campsite will further automate the buying and selling of media inventory making it easier for agencies and media buyers to find, plan, and book DOOH advertising campaigns. According to eMarketer, programmatic buying represented more than 80% of US digital media transactions in 2018, highlighting the need to modernise buying in the $40 billion global OOH industry to drive future growth.
“Broadsign’s goal is to make buying and selling of out-of-home as easy as possible and adding Campsite’s strengths to our open platform will greatly help with that mission,” said Adam Green, SVP and GM of Broadsign Reach. “We look forward to working with the Campsite team and all of our mutual customers to build on our collective vision for open programmatic DOOH trading around the world.”
Campsite, founded in 2016 by Newad but run as an independent company, has partnerships with many of Canada’s major DOOH companies and agencies, among them Pattison Outdoor, Captivate, IDS Canada and Astral. “Campsite’s easy to use web-based application has made it an early favourite amongst Canadian media buyers. The combination of our exchange with Broadsign’s extensive network of publishers will be a huge win for media buyers and agencies, who are eager to get started with programmatic DOOH,” said Edith Gagné, vice-president of development at Campsite.
Gagné, along with the entire Campsite team, has joined Broadsign. For the time-being, Campsite will operate as an independent division of Broadsign. However, Campsite’s extensive UX and buy-side experience will be immediately tapped to help develop new offerings and features for Broadsign’s open SSP, Broadsign Reach.
“This transaction was the best avenue to continue Campsite’s national growth and success while ensuring that it had the resources to expand internationally,” said Michael Reha former President of Campsite.
For OOH media owners who have an increasingly complex mix of digital and classic inventory, the combined power of Broadsign and Ayuda will enable them to streamline business operations across all of their inventory. The Campsite acquisition complements Broadsign and Ayuda’s offerings by further building on Broadsign’s existing programmatic foundation and making it easier for media owners and buyers to conduct business. All three companies are headquartered in Montreal. Future acquisitions will play an important role in Broadsign’s strategic plans, complementing organic growth and further enhancing its position as the market leader in OOH/digital signage software