Broadsign announced the general availability of the Broadsign Ad Server. Part of the Broadsign OOH advertising platform, the new technology gives OOH media owners access to modern tools for selling, improved targeting capabilities and advanced reporting in direct, one-to-one selling environments.

It releases as more digital and omnichannel buyers have entered the OOH advertising ecosystem, impacting advertiser and media buying agency demands. Buyers are increasingly adopting an audience-based approach to OOH, making it crucial for OOH media owners to leverage their inventory to help buyers reach target audiences at the right moment with data-driven demographic selections and contextual triggers. At the same time, they demand more flexible OOH campaign activation and delivery, comparable to other familiar digital ad mediums.

To this end, packaging, and pricing OOH inventory in multiple ways, operating different monetization channels, and adjusting to alternative campaign objectives and delivery methods have become paramount to meeting modern media buyer needs and expectations. However, these new ways of working introduce new complexities, which require new tools like those offered by the Broadsign Ad Server.

While programmatic digital out-of-home (pDOOH) enables media owners to deliver audience-based and contextual campaigns, direct sales still represent over 85% of all DOOH ad spending, according to Broadsign. Media owners must support demographic and contextual targeting in a direct selling environment for audience-based advertising to see broad adoption in OOH.

Advertisers have often had access to better targeting tools than OOH campaign planners, but the Broadsign Ad Server claims to challenge that history, providing media owners with the same flexibility and comprehensive targeting capabilities. A complement to existing direct selling tools, it lets users easily set audience and targeting requirements based on demographics, points of interest, weather, and more so they can close deals quicker.

With the Broadsign Ad Server, OOH ad campaigns are dynamically served based on real-time inventory availability and assigned contextual triggers, like audience demographics, weather or financial market movements, ensuring that ads are delivered to the right audience at the best possible moment. With access to added flexibility and better-targeting tools, Broadsign Ad Server users can sell impression-based campaigns around frequency campaigns, maximizing screen fill rates.

Adding ad-serving capabilities to the Broadsign platform makes it easier than ever to plan, execute and monitor guaranteed, programmatic and audience campaigns in one place. Moreover, Broadsign’s solutions are designed to help media owners get the most out of their inventory. When used together, the Broadsign Ad Server and Broadsign Platform allow OOH media owners to further maximize fill rates by selling impression-based campaigns around frequency and programmatic ones.

Broadsign’s guaranteed campaign tools also provide traditional one-to-one sales, and various fixed and flexible campaign types, like impressions and spot-based campaigns; they claim to guarantee to deliver based on attributed goals, objectives and pre-selected screens. Complementing a direct sales strategy, the Broadsign Programmatic (SSP) increases the potential exposure to a media owner’s inventory by making screens visible to buyers across more than 30 of the largest DSPs worldwide.