Broadsign is a global company providing software for out-of-home networks . “ We work with almost all of the world ’ s largest out-of-home networks and not just on the digital side , but also paperbased out-of-home networks ,” says Maarten Dollevoet , Chief Revenue Officer at Broadsign . “ Clients use the Broadsign platform for anything from ad serving to network operations , and also to manage and optimise their sales workflows - as well as connecting to new channels , like programmatic buying .”

The out-of-home industry has experienced considerable growth on the digital side , with market leader Broadsign being ideally placed to influence trends . One is digitisation , the evolution from posters and printed billboards to digital signs . “ With the move to digital , advertisers are able to leverage its inherent flexibility to react in real-time to content changes , audience movement , as well as the ability to use data for improved audience targeting and to dynamically change screen content ,” says Dollevoet . “ Content is King , but context is everything . While we aren ’ t close to the Tom Cruise-style , Minority Report type of targeting , we can deliver the right message to the right audience at the right time .” One example was a recent campaign for takeout food , where the content automatically displayed a ‘ pick-up ’ message when the sun was shining , versus promoting the ‘ home delivery ’ option when it was raining .

When Clear Channel International was looking for a best-in-class content management system to support its digital transformation , it chose Broadsign and its offering . “ The relationship has really flourished and has become a strong partnership . After the CMS , the team at Clear Channel wanted to leverage more of the platform to help them scale other parts of their business . It added Broadsign Direct , a tool to help them scale their sales organisation so salespeople were able to respond to customer requests and RFPs quicker , and sell more of their network at a premium . What started out as an initial relationship on the CMS side has become a true partnership for the rest of the business .”

While the ongoing COVID-19 pandemic has had an undoubted impact on out-of-home advertising , changes in the online space have revealed fresh opportunities . “ With the impact of what ’ s happening in the online world with privacy concerns and the disappearance of the cookie , we actually believe the momentum for out-of-home is bigger than ever .”

broadsign . com

Maarten Dollevoet @ Broadsign