Out-of-home (OOH) ad tech leader Broadsign has announced that PATTISON Outdoor Advertising, a leading Canadian OOH media owner, has adopted the full Broadsign OOH technology stack. With Broadsign already providing a centralised hub for its programmatic digital OOH (DOOH) workflows, the expanded partnership now enables PATTISON to dynamically manage and optimise its OOH inventory.
The partnership also 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.
Broadsign’s optimisation 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. Since beginning its rollout of the new platform in early March, Broadsign 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 maximise yield and revenue potential while ensuring pDOOH campaigns can be seamlessly executed based on client goals, with little to no manual intervention,” said Jessica Littlejohn, director of digital innovation, PATTISON. “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.”
PATTISON president Steve McGregor, added, “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.”
“PATTISON is an industry trailblazer with a reputation for always being one step ahead of the curve. It was one of the first media owners to offer full-scale programmatic DOOH and advanced audience-based targeting options,” concluded Maarten Dollevoet, chief revenue officer, Broadsign. “PATTISON’s commitment to evolving its digital toolset to prepare for the next wave of OOH is inspiring, and we’re excited to partner with them to help them reach their goals.”
