Global Extends Digital Outdoor Advertising Network with Broadsign


Global, the Media and Entertainment group, and Broadsign, developer of the leading out-of-home (OOH) marketing platform, today announced that Global has chosen the Broadsign platform to accelerate the expansion of its digital-out-of-home (DOOH) network, which has grown to include 3,000 displays. 

The integration of the Broadsign Control content management system (CMS) into Global’s growing network of roadside, Underground, airport and shopping centre screens throughout the United Kingdom will allow the media owner to scale its operations throughout 2021 and beyond.

Broadsign’s ability to synchronise multiple screens enables Global to serve digital outdoor campaigns across multiple formats, while robust reporting provides media buyers with assurance that their campaigns are running as expected. Coupled with the scalable nature of the Broadsign platform, these capabilities will allow Global to optimise operations as it extends its network and will also enhance the media buyer experience.

The new agreement builds on a six-year history with Broadsign and follows the launch of more than 115 new premium digital screens and the re-launch of London’s iconic double-sided digital screens, Hammersmith Towers, within the past year.

David Henderson, chief technology officer at Global, commented, “Broadsign is a proven solution for DOOH marketing that is helping us to streamline the way we distribute content and ads across our network alongside our Digital Advertising Exchange, DAX. Our partnership with Broadsign will not only help us to grow and diversify our DOOH portfolio, but will also give media buyers more flexibility and transparency when they book campaigns.”

“Global runs the largest DOOH network in the UK and we’re thrilled to extend our partnership with them as they prepare for this new phase of growth,” shared Maarten Dollevoet, chief revenue officer, Broadsign. “In the last year, DOOH leaders around the world have reevaluated their long-term business strategies with a keen eye on partnerships that will help them in their evolution. We’re proud to have been identified as one of those partners for Global and look forward to deepening our relationship with them and exploring how our expanded partnership can bring new benefits to DOOH media buyers across the UK.”