PATTISON Enhances DOOH Campaigns with Broadsign

Published: April 26, 2024
Courtesy / Broadsign

PATTISON Outdoor Advertising, a Canadian-based, out-of-home (OOH) media owner, has adopted the full Broadsign OOH technology stack. With Broadsign already providing a centralized hub for its programmatic digital OOH (DOOH) workflows, the expanded partnership now enables PATTISON to manage and optimize its OOH inventory.

The partnership opens up new ways for brands to book campaigns on PATTISON inventory with a more targeted, impression-based approach and accelerates the rate at which PATTISON can display client ads across its OOH inventory, spanning urban pathways, residential and office buildings, transit hubs, airports, and other venues across Canada.

Providing a near real-time ad scheduling workflow comprising advanced optimization and prioritization tools, the Broadsign platform is helping PATTISON reallocate time previously spent on manual campaign pacing and adding daily plays to bump up the delivery of low-pacing campaigns.

Broadsign’s optimization engine works on a play-by-play or impression level based on each campaign’s goals, and enables PATTISON’s sales team to easily find more available inventory, even in high sellout periods. With the updated OOH platform, PATTISON can now customize campaigns to align with client needs. Since beginning its rollout of the new platform in early March, it has powered OOH campaigns for some of PATTISON’s largest clients, including Holt Renfrew, Lotto Quebec, McDonald’s and Tim Hortons.

“In evaluating our options, the Broadsign tech stack quickly emerged as the best fit, especially for our ad-serving needs. It lets us maximize yield and revenue potential while ensuring DOOH campaigns can be seamlessly executed based on client goals, with little to no manual intervention,” says  PATTISON Director of Digital Innovation Jessica Littlejohn. “Our digital product offering has never been more robust than with Broadsign at its core, and our team has more time to do what we do best – understand and help our clients achieve their objectives.”

Echoing Littlejohn’s sentiments, PATTISON President Steve McGregor, adds, “The support the Broadsign team has provided along the journey has been instrumental in helping us to achieve our business goals and prepare for our next phase of growth.”

According Maarten Dollevoet, chief revenue officer at Broadsign, PATTISON is one of the first media owners to offer full-scale programmatic DOOH and advanced audience-based targeting options.

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