Polish DOOH major Screen Network integrates screens with Broadsign SSP

Screen Network, a leader in the Polish digital out-of-home (DOOH) market, announced a strategic partnership with Broadsign, a global leader in programmatic DOOH solutions. The collaboration will make Screen Network’s extensive inventory of digital screens available through Broadsign’s supply-side platform (SSP), offering global advertisers unparalleled access to high-traffic advertising screens across Poland.

By leveraging Broadsign’s SSP, advertisers can now reach audiences through 35 integrated demand-side platforms (DSPs) – spanning omnichannel and OOH – including major platforms like Google Display & Video 360 and Adform. This integration facilitates automated campaign management, allowing advertisers to optimize and personalize their messaging in real-time. Advertisers have the flexibility to adjust their campaigns on-the-fly, modifying the list of utilized screens, as well as changing the frequency and scheduling of their ads.

Damian Rezner, COO of Screen Network, shares his enthusiasm for the partnership, “Programmatic DOOH is an evolving trend that is garnering significant interest. Making our inventory available on this model will enable our clients to operate more efficiently and swiftly. We are thrilled to join forces with a reputable company like Broadsign. Programmatic DOOH advertising offers numerous benefits, including automation and simplification of the buying process, customisation of ad content based on audience preferences and analytical data, and the ability to reach a wide audience in high-traffic areas.”

“Advertisers and agencies are increasingly seeking access to targeted inventory amidst the dynamic evolution of programmatic DOOH. Our collaboration with Screen Network creates exciting opportunities for Broadsign-supported DSPs and media buyers to embrace the channel, offering a diverse range of premium screens across Poland,” shares Frank Vallenga, VP of SaaS Sales at Broadsign.

Screen Network stands at the forefront of Poland’s DOOH advertising, managing the country’s largest network of over 20,000 screens that generate more than 10 million contacts daily. The company specialises in large-format screens located in major cities, railway stations, shopping malls, and retail outlets nationwide. Screen Network’s innovative approach allows for instant content updates on its screens, which can automatically change based on weather conditions, live event outcomes, or the presence of specific objects, such as a car of a particular brand.

The partnership between Screen Network and Broadsign is set to offer advertisers the opportunity to purchase ad space on screens located in prime locations across Poland, including major roads, railway stations, shopping centers, airports, and post offices.

Broadsign’s platform empowers publishers, agencies, and brands worldwide to maximize the impact of OOH advertising. Managing over a million static and digital signs in diverse locations, from roadways to airports and beyond, Broadsign facilitates seamless campaign bookings for brands and agencies while enabling media owners to efficiently manage their operations. The platform encompasses content distribution, sales inventory, automated programmatic transactions, and comprehensive OOH business management tools.

This collaboration marks a significant milestone in the DOOH industry, promising to enhance the efficiency, reach, and impact of outdoor advertising campaigns in Poland and beyond.