Broadsign has announced Broadsign In-Advance, a new Broadsign platform capability that unlocks automated in-advance Digital OOH (DOOH) transactions, with support for static OOH transactions anticipated via a future update.
Programmatic media buyers can now use Broadsign In-Advance to secure guaranteed DOOH campaigns months ahead of delivery using technology built on top of familiar automated trading tools. It also allows direct DOOH buyers to streamline historically lengthy buying cycles, saving hours spent manually discovering, curating, and reserving inventory.
With most OOH and DOOH media purchases still taking place manually, Broadsign In-Advance is designed to enable programmatic and traditional buyers to use automated, dynamic processes for guaranteed in-advance buys. It improves planning flexibility, significantly reduces back-and-forth communications between media buyers and owners to confirm the availability of and secure inventory, and simplifies campaign adjustments.
The advancement further unlocks the data-driven targeting available via programmatic buying platforms for more traditional DOOH buys, so media buying teams can make more informed decisions to maximize the performance of their reserved campaigns.
DOOH media owners who make their inventory available for in-advance buys via the new capability similarly benefit from more efficient transactional processes and enhanced revenue potential through access to new buyers. They can choose the inventory they want to make available, and Broadsign In-Advance will automate bookings based on their defined business rules. Demand partners who activate the new capability via their Broadsign Supply-Side Platform (SSP) integration will be able to unlock previously unavailable inventory to support new campaign types and maximize profitability.
WPP Media Netherlands (formerly known as GroupM Netherlands) has already tested the new capability to secure DOOH ads across the Netherlands via OutMoove, the inaugural DSP to integrate with Broadsign In-Advance. As Broadsign evolves the technology, it will continue to enlist new demand and both digital and static OOH media owner partners worldwide.
“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, WPP Media Netherlands, practice lead OOH.
“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.”
“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,” explained John Dolan, Vice President, global head of media sales, Broadsign.
“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.”
Broadsign’s new in-advance DOOH transaction capabilities are accessible to Broadsign SSP customers and demand partners for early adoption today via the latest platform update.
