Interview with Remi Roques, GM Broadsign
The COVID-19 outbreak is causing an economic
disruption across many sectors, including hospitality and tourism, education, property,
and service providers. It is also creating a downtime period for the
We spoke with Broadsign APAC General Manager, Remi Roques,
about the role that out-of-home (OOH) media has to play in the current climate
and what OOH media owners can do to prepare themselves.
the current COVID-19 climate and its impact on the advertising world, what is
your advice to out-of-home media owners on how to respond and plan ahead?
I believe that OOH operators should use this
downtime to review the core structures that support their business and make the
necessary changes to come out stronger on the other side of the COVID-19
It’s a good time for media owners to look into
better solutions and systems for their business. Tools like our own Broadsign
Direct, which helps to optimize OOH media sales or our content and network
management system, Broadsign Control, can efficiently help a
business work, save time and money in operating their businesses. Our sales
team offers demonstrations and free trials on these two products.
Selling programmatically is also something
publishers could look into right now to set themselves up to thrive when brands
start to invest heavily in advertising again. Programmatic DOOH platforms like Broadsign
Reach, which connects DOOH displays to a global marketplace, are
capable of generating more revenue from digital networks while opening up
endless targeting and creative options for advertisers. After the economic
downturn of 2008, programmatic took off in online digital advertising; we
expect to see the same in digital Out-Of-Home after COVID-19.
It is not all bad news for brands during this
time. Some brands, like food products, online deliveries and services, or
health equipment providers are expected to perform better than usual during
this period. For such brands, our software platform includes features that are
particularly relevant for targeting specific audiences with the capability of
delivering the right message at the right location and the right time of the
role does DOOH play in communicating crucial messaging such as COVID-19?
Digital has cemented out-of-home as an
essential channel for mass communication. Digital screens can deliver dynamic,
up-to-date messages to the community in real-time, such as news feeds or
statistics. It’s for that reason that we’ve seen digital displays in transit
areas, medical centres, and grocery stores used by community service
associations and government authorities to push guidelines and emergency
messages to screens in a matter of minutes.
We have also seen how DOOH can be used to thank health and community workers fighting COVID-19
and carry us through the crisis. Spreading positivity and gratefulness is
something we all need during this time.
other value does DOOH bring to media owners in terms of content scheduling and
DOOH is premium inventory that offers the
opportunity to propose more complex advertising campaigns, with sophisticated
solutions that require advanced content management platforms.
Content can be scheduled and taken down within
minutes, and DOOH enables advertisers to manage content remotely across large
or small networks. This helps keep advertising relevant at all times while allowing
businesses to maintain physical distancing.
During this unprecedented and uncertain time,
I am extremely proud to see just how much of an impact our medium can have. I’m
impressed with how creative and agile many OOH operators have been in joining the fight against
COVID-19, dedicating screen time and ad space to spreading helpful
and uplifting messages at a time when we need them most.
you see consumers, advertisers, and media owners going back to business
OOH has always been
a resilient medium. Post-COVID-19, things may go back to normal, but I’m sure
there will be a new normal that we will have to deal with. Whatever the
circumstances, I think OOH will have an important role to play.
When everyone is
out of seclusion, there will be an unprecedented need to be entertained,
interact with others, enjoy sports, concerts, and movies, and to go on new
adventures. Consumers will be out and about again and tired of watching TV
indoors and consuming online media.
I anticipate an
advertising boom across all mediums. Outdoor advertising, in particular, will
provide a quick and effective way for brands to get back in front of audiences
who are ready to start living and spending again.
As I said, rather
than taking their foot off the pedal, out-of-home publishers should use this
time to set up and prepare for the post-COVID-19 recovery by focusing on
boosting sales and investing in the right operational systems. Now is the time
to identify what OOH strategies are needed and make improvements that are
probably already long overdue.
When we come out of
this, no doubt the advertising world will be radically different, and the value
DOOH offers will be in even greater demand. If media owners make smart
decisions now, they will not only make it through but thrive as the economy
There is no more
‘‘business as usual,’ and this is the time for OOH operators to invest in upgrading
their systems and prepare for success in the ‘new normal’. For tips on how to
achieve this, Broadsign have a series of webinars coming up and you can