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Broadsign launches its next-gen OOH platform ahead of ISE 2023

By Rajiv Raghunath - January 19, 2023

The platform offers unified user interface (UI), new flexible audience-targeting campaign tools, and expanded static access to help media owners work more efficiently and expand revenue opportunities

Leading OOH technology developer Broadsign has announced its next-gen OOH platform ahead of Integrated Systems Europe (ISE), to be held in Barcelona, Spain on January 31-February 3, 2023. Designed to help OOH media owners enhance business management, operations, and scalability, the reimagined platform includes unified access to existing Broadsign product subscriptions, audience-based campaign targeting, and expanded static signage operations. ISE attendees can preview these advancements at the Broadsign ISE Stand (6H300).

A unified notion of inventory, audience & campaign management

The updated Broadsign platform boasts a new user experience that brings inventory and audience management for digital screens together and centralises access to Broadsign product subscriptions, starting with Broadsign Direct and Broadsign Reach. With these enhancements, OOH media owners will now have one centralised hub where they can sell ad space, automate yield optimisation, manage digital inventory and audience metrics, and advance their programmatic strategy.

New OOH ad server

Broadsign’s new OOH ad server lets media owners get more granular and plan campaigns based on specific audience demographics and contexts. It arrives as the demand for campaign flexibility, and more sophisticated targeting continues to grow and will make it easier for media owners to serve campaigns based on real-time conditions like weather, financial market shifts, points of interest, and more. The new ad server is expected to be launched in February 2023 in beta.

One home for digital, programmatic, and static

Building off Ayuda’s rich static OOH experience, a new enhancement coming later this year expands platform access to static operations for current customers using the Broadsign Platform. It will consolidate static operations, such as campaign charting, real-time stock levels, creative management, and scheduling work orders.

“Between OOH’s continued programmatic advancement and the increasing digitisation of screens, the OOH industry has grown more complex, and we’re continuously evolving our product portfolio to ensure our clients can thrive in a dynamic landscape,” shared Broadsign Director of Product Marketing Sabrina Allard. “The first update we’re showing at ISE is just the tip of the iceberg, and we’re excited to bring clients additional features that will give them more agility to launch new products and services, and unlock new revenue opportunities.”

Broadsign’s platform evolution is a game changer in that we can use the same inventory source for both direct and programmatic sales. It’s straightforward to use, provides a more holistic view of our available digital displays, and connects campaigns sold direct with our programmatic campaigns,” shared Anna Ek, an early adopter of the evolved platform and commercial product owner, programmatic and ad ops for Scandinavia, Clear Channel Sweden. “We can easily add, update, and manage our inventory or set new screens live from one central hub, which saves us time and helps ensure all our data is updated at the right time.” 


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