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Loop Media announces Broadsign partnership, aims to disrupt digital signage

Provided by Loop Media.

November 11, 2022

Loop Media Inc., a digital media firm, has partnered with digital signage company Broadsign in its expansion in automating programmatic DOOH, according to a press release. The partnership allows Loop Media access to resources on the supply and demand side, including the Broadsign Reach and Broadsign Ads platforms.

"From the beginning, we wanted to build a business that can play on trends as they surface and evolve, is technologically innovative, and can constantly adapt," Bob Gruters, chief revenue officer at Loop Media, said in the release. "With Broadsign on our side, we have all the right resources to do just that."

The partnership is part of Loop Media's stated goal to disrupt digital signage, not only by prioritizing audio alongside visual creative, but also by democratizing and streamlining pDOOH and signage for newcomers, especially small and medium businesses, who were most heavily hit by the pandemic and who thus may be reticent to invest in signage during recovery.

"We want to help businesses that got crushed by the pandemic," Gruters said in the release. "Our model lets businesses leverage free content — pre-cleared, fees paid, licenses paid — and also push out promotional and informational content via an intuitive CMS, at no cost to them."

Providing a mix of free and subscription content solutions in return for brick and mortar ad placement, the company also offers branded content channels to customers. A rewards program allows small business owners to opt into showing pDOOH ad slots in their stores in return for a percentage of the ad revenue. ""So not only did we eliminate a cost," Gruters said. "We actually helped to unlock a new revenue stream."

The company also aims to leverage audio in a traditionally visual field, believing that by crafting branded, audiovisual canvases, it can give a business's digital signage an edge in a traditionally visually-focused field. "Although DOOH has historically treated audio as an afterthought, it's a central focus for Loop Media, whose team includes a number of management staff with a background in, and passion for, the industry," the company said in the release.