Broadsign has partnered with marketing technology provider StackAdapt and OOH media owner Branded Cities to bring automated, in-advance digital out-of-home (DOOH) ad transactions to North American advertisers. The collaboration allows StackAdapt buyers to reserve Branded Cities’ DOOH inventory for omnichannel campaigns months in advance, beginning with the company’s large-format, high-impact displays. Global marketing agency Ledger Bennett was the first customer to use the new deal type, executing an automated, guaranteed campaign in July.

Through the partnership, buyers can reserve and book guaranteed Branded Cities inventory via StackAdapt’s platform, reducing the manual negotiation and setup usually required for direct DOOH purchases. Transactions occur within StackAdapt, giving buyers access to targeting tools and real-time triggers used in other digital channels, as well as unified reporting and analytics.

Insights

“Booking our latest campaign in advance through StackAdapt made sourcing DOOH inventory more efficient,” said Jenija Manandhar, head of media at Ledger Bennett. “We were able to secure inventory slots four weeks out in minutes instead of days. At the end of the campaign, it was also easier to compare results across ad channels because all the reporting and analytics were available in one central platform; it’s the OOH technology we’ve been waiting for.”

Nick Ortega, director of DOOH & Emerging Channels at StackAdapt, said the integration gives buyers guaranteed access to premium screens with streamlined workflows and real-time reporting.

Roger Wood, director of digital growth/programmatic at Branded Cities, noted that the move has improved operational efficiency, attracted new buyers, and optimized yield for the company. He highlighted, “Looking outward, our accomplishments represent a massive leap forward for the industry, illustrating how we can leverage automation to ensure a more level playing field for OOH in the omnichannel world.” 

Drew Thachuk, head of Channel Partnerships at Broadsign, said the collaboration will help make OOH more accessible to omnichannel buyers. He also said, “Broadsign In-Advance is bringing the capabilities of direct OOH booking to the programmatic platforms omnichannel buyers live and breathe, but without a drawn-out, manual negotiation process.”