Broadsign has announced Broadsign In-Advance, a new platform capability designed to break down longstanding accessibility barriers in out-of-home (OOH) advertising. The feature enables automated in-advance digital OOH (DOOH) transactions, with support for static OOH transactions expected in a future update.

Programmatic media buyers can now use Broadsign In-Advance to secure guaranteed DOOH campaigns months in advance, leveraging technology built on familiar automated trading tools. The capability also allows direct DOOH buyers to streamline traditionally lengthy buying cycles, reducing time spent manually discovering, curating and reserving inventory.

With most OOH and DOOH transactions still handled manually, Broadsign In-Advance gives both programmatic and traditional buyers a dynamic, automated process for guaranteed future buys. It improves planning flexibility, reduces communication between media buyers and owners and simplifies campaign changes. Additionally, it brings the data-driven targeting capabilities of programmatic platforms to more traditional DOOH buys, enabling media buyers to make more informed decisions.

DOOH media owners who opt to make inventory available through Broadsign In-Advance can benefit from more efficient transactions and access to new demand sources. They retain control over which inventory is offered, and bookings are automated based on their defined business rules. Demand partners using Broadsign’s supply-side platform (SSP) integration will gain access to new inventory to support evolving campaign types and boost profitability.