DooH: Broadsign Expands In-Advance Buying to North America

A few months ago, OoH adtech provider Broadsign introduced a new tool for in-advance OoH and DooH ad transactions for its European clients. With this feature, media buyers can book campaigns months ahead, combined with the efficiency of programmatic booking.

Now, Broadsign brings this feature to the North American market, in collaboration with Stackadapt and media owner Branded Cities. The strategic alliance will enable Stackadapt buyers to reserve DooH inventory on the Stackadapt platform for omnichannel campaigns months in advance, starting with Branded Cities’ iconic DooH screens. Because the transactions happen within Stackadapt, buyers can apply the same advanced targeting tools, real-time triggers and reporting methods they use for other digital channels.

“There are few ad channels today that can command an audience’s attention and drive real-world engagement like OoH. Yet accessing this powerhouse isn’t always easy for omnichannel buyers, because direct OoH and programmatic omnichannel have been largely siloed until now,” said Drew Thachuk, Head of Channel Partnerships at Broadsign.

Combining direct and programmatic

In-advance is the first solution to consistently apply the programmatic purchasing approach – including data-driven targeting and dynamic delivery – to traditional advance purchases. By automating all DooH transactions, Broadsign aims to remove long-standing barriers to accessing out-of-home advertising.

Global marketing B2B agency Ledger Bennett is Stackadapt’s first customer to leverage the deal type, having executed an automated, guaranteed campaign for one of its signature clients in July. The agency emphazised the efficiency of the new process, cutting out the effort of sourcing DooH inventory directly. After the campaign, it was also easier to compare the results across ad channels.

The in-advance DooH transaction solution is now available to Broadsign SSP customers and demand partners for early adoption.