Adrian J Cotterill, Editor-in-Chief
Poland’s leading Digital Out of Home advertising company, Screen Network will make its 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.
We are told that by leveraging Broadsign’s SSP, advertisers can now reach audiences through 35 integrated demand-side platforms (DSPs), spanning omnichannel and OOH, including major platforms such as 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 told us “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, customization of ad content based on audience preferences and analytical data, and the ability to reach a wide audience in high-traffic areas.”
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 specializes 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.
“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,” said Frank Vallenga, VP of SaaS Sales at Broadsign.
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.
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.
Follow DailyDOOH