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Broadsign: The OOH Ad Tech Powerhouse
Unpacking the end-to-end platform that’s digitizing the billboard industry
Broadsign isn't just selling software; it's building the nervous system for the entire Out-of-Home (OOH) advertising ecosystem. In a fragmented market of physical screens, this company provides the critical infrastructure that connects media owners, buyers, and advertisers into a seamless, programmatic network.
"They aren't just digitizing billboards; they are creating a stock market for physical attention."
The Programmatic Pivot
With a 46% organic search share, Broadsign captures high-intent traffic looking for 'DOOH' (Digital Out-of-Home) solutions. The sheer volume of generic 'dooh' searches (14,370/mo) indicates they are riding a massive industry wave. They aren't fighting the trend; they are the infrastructure powering it.
The Two-Sided Market
Broadsign operates a classic two-sided marketplace. On one side, they serve media owners (screens on walls, buses, and airports) with fleet management tools. On the other, they serve buyers (agencies, brands) with Broadsign Reach, automating the purchase of that screen time. This dual focus creates a defensive moat.
The company's tech stack reveals a modern, scalable approach. By leveraging React and PWA technologies alongside jQuery for legacy support, they bridge the gap between older media owners and modern programmatic buyers. Their focus on 'Programmatic OOH' suggests they are aggressively automating a traditionally manual sales process.
- **Vertical Integration:** They own the full stack from inventory management to programmatic sales (Broadsign Direct vs. Reach).
- **Niche Dominance:** While global rank is #481k, they dominate specific OOH-related search queries.
- **Operational Scale:** With ~$60M revenue and 335 employees, they maintain a healthy ~$180k revenue per employee ratio.
The Verdict: Infrastructure Over Hype
Broadsign is a B2B play on the digitization of physical space. While not a household name, their revenue and specialized traffic suggest they are the silent winner in the OOH revolution.
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Broadsign, The Platform that Powers Out-of-Home
The end-to-end solution for media owners and buyers to plan, manage and deliver out-of-home media.
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About broadsign.com
The end-to-end solution for media owners and buyers to plan, manage and deliver out-of-home media.
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broadsign.com uses 25 technologies across their website including Font Awesome, HSTS, PHP, and more.
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broadsign.com receives approximately 73.0K monthly visitors and ranks #481,109 globally. The website has a bounce rate of 41% with visitors viewing an average of 2.4 pages per visit. Users spend an average of 2:28 on the site.
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