Audience measurement for Broadsign
Broadsign proves what played. UrbanIQ shows who was actually in front of the screen when it did, and joins the two in one report.
Why Broadsign networks add UrbanIQ
Broadsign is the system of record for a large share of Australian digital out-of-home. It knows exactly which ad copy ran on which display unit, and when. What it cannot tell you is how many real people looked at it.
Agencies are now asking for exactly that. In IAB Australia's 2026 programmatic DOOH report, 42% of agency decision-makers named proving ROI as the biggest barrier to spending more. A proof-of-play certificate answers "did it run?". It does not answer "did it work?"
What you get on every Broadsign screen
| Metric | What it tells you |
|---|---|
| Viewers | Real people who looked at the screen, separated from people who walked past. |
| Look rate | The share of passers-by who became viewers. The clearest single read on a site's stopping power. |
| Dwell time | How long people stayed in the viewing zone. |
| View time | Eyes-on-screen seconds, per creative. |
| Demographics | Anonymous age band and gender estimates, aggregated. |
| Emotion | How the audience reacted while a creative was on screen. |
How it works with Broadsign
- Install the agent. It runs on the player PC or a small edge box beside the screen, with a camera facing the viewing area. It pairs in about 30 seconds and updates itself.
- Measure from day one. Audience data flows as soon as the agent is live. This part does not depend on Broadsign at all.
- Connect the POP Log. Broadsign Services provisions your domain's POP Log. Our connector reads each day's completed plays and maps display units to UrbanIQ screens.
- Report per play. Every Broadsign play gets the audience measured at that screen during that play. Campaign reports show delivery and audience in the same row.
Available now. If you run Broadsign Control, we can connect your POP Log and start measuring in days. Book a demo and we will show you audience joined to Broadsign plays on a live screen.
Built for how Australian networks sell
- Back your rate card with measured audience by site and daypart.
- Answer agency audits early with a per-campaign report that shows delivery and audience together.
- Feed better numbers to programmatic with observed audience by screen and hour, not a static multiplier.
- Sit comfortably next to MOVE. Trade on the industry currency, and prove what happened on each play with observed data.
Broadsign questions
Straight answers before you book a call.
Can I measure audiences on Broadsign screens today?
Yes. The UrbanIQ agent measures the people in front of a screen on its own, using a camera and on-device AI beside the display. It does not need anything from Broadsign to count viewers, look rate, dwell and view time on every Broadsign Control display unit.
How does UrbanIQ join audience data to Broadsign proof-of-play?
Our Broadsign connector reads the Broadsign POP Log, the daily file of completed plays that Broadsign provisions for each domain. Every play carries its display unit, ad copy and campaign, and UrbanIQ attaches the audience measured at that screen during that play. Plays arrive each morning for the previous day.
Does UrbanIQ replace Broadsign impressions?
Broadsign play logs include an impressions figure, which is an estimate. UrbanIQ keeps Broadsign as the record of what played and reports the audience it actually observed beside it, so you can compare the two per play.
Do I need to change my Broadsign setup?
No changes to your schedules, campaigns or players. Broadsign Services provisions access to your POP Log, and we map your display units to UrbanIQ screens once during onboarding.
Is it private?
Yes. UrbanIQ detects heads, not identities. Images are processed on the device and discarded, and only anonymous counts leave the screen. There is no facial recognition and nothing is stored that could identify a person.
Ready to meet your audience?
Bring a screen, a campaign,
and we'll bring the proof, in real time.