DOOH Advertising
Photo: Adobe Stock
August 1, 2025
Broadsign debuted an automated in-advance DOOH transaction called Broadsign In-Advance. The new platform capability can extend and simplify traditional DOOH and OOH buys through automated trading platforms, according to a press release.
Programmatic media buyers can leverage Broadsign In-Advance to secure guaranteed DOOH campaigns months ahead of delivery using technology built on top of familiar automated trading tools. It also allows direct DOOH buyers to streamline historically lengthy buying cycles, saving hours spent manually discovering, curating, and reserving inventory.
It improves planning flexibility, significantly reduces back-and-forth communications between media buyers and owners to confirm the availability of and secure inventory, and simplifies campaign adjustments.
WPP Media Netherlands (formerly known as GroupM Netherlands) has tested the new capability to secure DOOH ads across the Netherlands via OutMoove, the inaugural DSP to integrate with Broadsign In-Advance.
«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 10% 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,» John Dolan, vice president, global head of media sales, Broadsign, said in the release. «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.»