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Bauer Media Outdoor and Broadsign announced an extended partnership to enable media buyers to tap into Bauer Media Outdoor鈥檚 3000+ digital Out of Home screens in the UK via LaunchPAD. Bauer Media Outdoor鈥檚 premium UK Out of Home (OOH) inventory is now available via more than 30 omnichannel and OOH demand-side-platforms (DSPs) integrated with the Broadsign Reach supply-side-platform (SSP).

Enabling one of the largest programmatic digital OOH (pDOOH) activations in the region to date, the UK partnership bolsters Bauer Media Outdoor鈥檚 programmatic offering as part of LaunchPAD, a pan-European advertising platform offering programmatic, automated, and direct buying channels.

Advertisers will gain access to the UK鈥檚 largest digital Out of Home network Adshel Live (over 2500 screens) and the Malls Live premium digital screen network in the UK鈥檚 leading shopping malls (over 500 screens), adding to the current LaunchPAD offering in the UK in partnership with Hivestack.

Building on the success of similar activations in Italy, Spain, the Netherlands, and other European regions, it also vastly expands available pDOOH inventory across Europe via LaunchPAD, opening up more unified pan-regional advertising opportunities for global brands. With Channel LaunchPAD being data-fueled by real-world audience insights from powerful data insights, this development will create unprecedented possibilities for brands to run targeted, programmatic campaigns at scale.聽聽

鈥�This is a huge milestone for Bauer Media Outdoor as we have focused on accelerating the growth of LaunchPAD over the past 12 months. More brands and advertisers can now take advantage of prime OOH real estate in the region, with more than 9,000 digital screens in eight European markets,鈥� shared Andy Stevens, Chief Data Officer at Bauer Media Outdoor. 鈥�Our ambition is to make it as easy as possible to access our inventory via multiple SSP鈥檚 and this partnership with Broadsign marks the next step in implementing that strategy across the whole of Europe.鈥�

鈥�Given the current advertising climate and shifting consumer behaviours, pDOOH is evolving at a breakneck pace, and brands, agencies, and DSPs all want in on the action,鈥� shared Maarten Dollevoet, Chief Revenue Officer, Broadsign. 鈥�Strengthening our partnership with a prominent media brand like Bauer Media Outdoor helps to advance pDOOH for the overall industry. Media buyers across the globe can now take full advantage of OOH鈥檚 unique value proposition in the UK and add the geography to pan-regional campaign plans, which will all help drive the medium鈥檚 continued evolution.鈥�

LaunchPAD was rolled out last year, with Broadsign as an SSP partner in Switzerland, Spain, Netherlands, Finland, Italy and Belgium, and Hivestack as the initial SSP partner in the UK, as part of Bauer Media Outdoor鈥檚 strategic efforts to drive pDOOH growth and offer advertisers more targeted campaign planning solutions.聽