Broadsign introduced Broadsign In-Advance, a powerful new capability in the Broadsign Platform designed to eliminate longstanding barriers in out-of-home (OOH) advertising. The solution enables automated, guaranteed in-advance transactions for digital out-of-home (DOOH) campaigns, with future support planned for static OOH media.
With this new feature, programmatic media buyers can now secure DOOH inventory months ahead of campaign launches using familiar, automated trading tools. For direct buyers, Broadsign In-Advance offers a dramatically more efficient workflow-cutting down on time spent manually discovering, curating, and reserving inventory.
While much of the OOH and DOOH buying process still relies on manual methods, Broadsign In-Advance is designed to modernize the space. It enables both programmatic and traditional media buyers to leverage automated, flexible planning tools for guaranteed buys. The platform reduces the need for time-consuming communications between buyers and sellers, simplifies campaign updates, and introduces the data-driven precision typically reserved for programmatic channels—empowering buyers to make more strategic decisions and optimize campaign results.
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For media owners, the benefits are equally transformative. By making inventory available for in-advance transactions, DOOH operators can streamline operations, reduce sales friction, and unlock incremental revenue. With customizable controls, owners can define availability parameters while Broadsign In-Advance automates bookings according to their business rules. Demand-side partners using the Broadsign Supply-Side Platform (SSP) can now tap into previously inaccessible inventory—enabling new campaign types and improving monetization.
“We see the potential of Broadsign In-Advance to increase efficiency for media buyers for standalone direct buys or in the mix with programmatic activation. It could also facilitate more streamlined, packaged buys alongside current buying methods and open up more opportunities to determine the best path forward, depending upon our planning strategy and budget,” said Noella Klein Ikkink, Practice Lead OOH, WPP Media Netherlands.
“OOH is one of the most enduring ad mediums today, yet it’s one of the most complex to transact outside of programmatic, which only accounts for less than ten percent of global digital buys, a figure that excludes static buys. Booking OOH and DOOH ads today should be as easy as securing a hotel or flight, and automation is the key to making this possible,” said John Dolan, Vice President, Global Head of Media Sales at Broadsign. “Broadsign In-Advance is the next step in facilitating an industry-wide transition to more automated transactions. It introduces tech-driven advancements that will make the channel more accessible and elevate the quality of campaigns, helping to usher in a new era of growth for OOH.”