Broadsign Integration for Dealerships

The signage software behind a large share of local screens, and why an advertiser and a screen owner ask very different questions about it.

Broadsign is the operating software for digital signage networks. A company that owns screens uses it to schedule what plays where, to keep hundreds or thousands of players in sync, to prove that a spot actually appeared, and to sell that inventory. A large share of the screens a dealership might advertise on locally are being run by somebody else's Broadsign installation.

There is also an ad serving and sales side, which is where the advertiser meets the product indirectly. Campaigns sold by a screen owner are trafficked through it, and its programmatic components make that inventory available to automated buying. So the platform is present in almost every screen conversation without usually being the thing an advertiser signs up for.

For a dealership there is a second and quite different reason the name comes up. Stores that run their own showroom and service lane displays sometimes evaluate signage software for their own screens. That is a facilities decision rather than a media buying one, and it is worth separating the two before deciding what an integration would even mean.

The honest case, for a store buying media, is indirect. Broadsign is where much local screen inventory originates, so understanding that a network runs on it explains why one vendor can prove playback down to the individual screen and another cannot. Proof of play is not a small detail when the medium has no click, and asking a screen vendor how it reports playback is a good filter for who is worth buying from.

The honest objection is bigger than usual on this page: a dealership is not this company's customer. Its customers are the media owners who operate screens. An advertiser does not open a Broadsign account and launch a campaign, so a request for us to connect to it is often really a request to reach the screen networks that use it, which is a different ask with different answers.

The second objection applies to screens generally and belongs in any budget conversation. A screen returns no response. There is no click, no form and no opt in, so a screen buy is judged on coverage and repetition rather than on cost per lead, and a store that measures everything by response will always conclude it failed. If a countable response is what this budget must produce, social lead ads do that and signage does not.

Available on request. The published test for that status is that the work is not started and demand decides the order, and nothing here is being dressed up. There is no adapter file for this platform in the ad gateway, no credential block, no authorization URL and no wire up checklist behind a flag.

The access class is PARTNER. That is the vendor's gate rather than ours: credentials require an application the vendor reviews before issuing them. On a platform whose deployments belong to media owners rather than to advertisers, that gate is doing real work, because access to an installation is also access to somebody else's commercial operation.

Add the structural caveat from the section above, because it changes what a build would even target. An adapter written against a signage platform serves the operator of a screen network. An adapter that serves a dealership advertiser targets the place where campaigns are bought. Those are different integrations wearing one name, and a request that says which one it means is worth several that do not. The directory keeps buying platforms listed separately for exactly that reason.

Design rather than description, and framed for the advertiser case rather than the media owner case.

The second row is unusually strong for this family and still not a lead. Proof of play is the best evidence outdoor offers that an advertisement existed, which is a different claim from evidence that it worked, and the CRM would carry it as a delivery record beside channels that return names.

This page can describe an unbuilt platform precisely because networks are not added here as bespoke projects. A single provider agnostic library inside the CRM defines what any advertising platform must be able to do: hand us an authorization URL, exchange the code for a token, list the accounts a credential can reach, deploy a campaign, pause or resume it, return spend and results, and prove on demand that the connection still works.

Seven operations, one adapter file per network, and every network answers the same seven. Twenty are registered against that contract today and exactly one is implemented. The nineteen that are not return a refusal naming the network, so a stray call anywhere in the CRM fails loudly and readably rather than looking like a vendor outage. Broadsign is not among the twenty, which is the smaller and more accurate claim.

The shared infrastructure below the adapters already exists and would not be rebuilt for a new network. Credentials are encrypted before storage using AES-256-GCM. Every action against a network is written to an append only audit log carrying the company, the network, the user and the detail, stamped in UTC deliberately, because those tables are shared across dealerships and a timezone relative timestamp cannot be reconciled afterwards. Campaign objects record which credentials created them and re resolve those credentials later, so disconnecting an account does not strand the work built under it.

Two routes, and the dealership picks. The first is the webXintel Ads Network: included, built and operated by our team from the selections you make in Leads Manager, and billed as one line instead of a stack of platform invoices. That route is live today and this page does not gate it.

The second is your own account. Where a network exists in the gateway, you connect the account your store already holds, campaigns route through it, and the billing, the naming and the spend history remain yours. Disconnect and delivery falls back to the managed route.

Neither route reaches Broadsign today, and here the second route is close to hypothetical. A dealership advertiser does not normally hold an account with a signage platform, so the realistic path to those screens runs through the media owner who operates them or through a buying platform that carries their inventory programmatically. Saying that clearly is more useful than pretending an account you do not have could be connected.

The limit that applies across the whole gateway, stated on every page in this directory: pushing, pausing and reading numbers from a network is done by our team rather than from your dashboard. It is a deliberate constraint while the connection layer is young, and it is on the list to open up.

Two tracks and a prior question. The prior question is which integration is meant, because the advertiser version and the media owner version share nothing but a name. After that, the vendor track is an application and a review before credentials exist, and our track is an adapter file written against the seven operation contract, a credential block added and enabled, then each operation implemented and verified against a live installation.

On measurement, the screen caveat holds and is not weakened by proof of play. Results are not reliably attributable inside a day. Proof of play tells you the spot ran on the screen you paid for, which is worth having and is not the same as knowing what it did to your showroom. Fix the question before the flight: which venues, how many plays a day, at what cost per thousand estimated impressions, and what direct traffic and inbound calls should do over the following month.

That is a statement about how a channel produces information, not a forecast of volume or closing rate. Screens are a repetition medium, and any vendor quoting you a lead count from one is describing something other than how screens work.

The gaps that apply on this platform, individually.

We do not retrieve leads from this platform. Lead form retrieval in our stack is implemented for one network only and this is not it, and a signage player has no form to submit in any case.

We do not emit a vehicle catalog. Signage software is very good at rendering feed driven creative, which is exactly why this needs saying here. No code in our stack generates a unit level feed for any advertising platform, so a screen cannot show your stock, your prices or your payments from data we supply.

We do not run a server side conversions endpoint, and we do not upload offline conversions. Neither mechanism exists in our stack, so nothing we operate would connect a play with a visit.

We do not install or manage a pixel. Whatever site side measurement exists on your website is what you already had.

We do not upload hashed audiences. No customer list from your store becomes a targeting segment on this or any platform.

No campaign has ever been deployed to a Broadsign installation from the CRM, because there is no code that could do it, and we do not operate or resell screen networks ourselves.

Ask, with your store attached, and say which side of it you mean. Reaching screens that happen to run on this software is a media question and we can talk about it today. Running your own showroom and service lane displays is a facilities question, and it is a fair one to raise, but it is not what the ad gateway is for.

Requests are recorded against the platform they name and the count decides build order, because a dealership ready to spend on a channel is a better signal than any internal roadmap discussion. A person answers with a range or a reason instead of silence.

The managed route runs today and waits on none of this. If the goal is simply screens near the lot, car dealership advertising is the wider view, and pricing for the platform sits on the pricing page without changing based on which networks you turn on.

Does LeadLocate integrate with Broadsign today?

No. The status is available on request, whose published test is that the work is not started and demand decides the order. There is no adapter file, credential block or wire up checklist for this platform in the ad gateway.

Can I use my own Broadsign account?

Most dealerships do not have one, because the software is bought by companies that own screens rather than by advertisers. If your store genuinely operates its own signage network, that is a different conversation from the media buying one this directory covers.

What happens if I request Broadsign?

It is recorded against this platform by name and counted, and that tally feeds build order. A person replies with a range or a reason, and the first question back will be whether you mean reaching screens or running your own.

What is proof of play and why does it matter?

It is a per screen record that your spot actually appeared, produced by the software driving the player. In a medium with no click it is the strongest delivery evidence available. It confirms the advertisement existed, which is not the same as evidence that it sold a car.

Could my inventory rotate on the screens?

Not from us. Signage platforms render feed driven creative well, but we emit no unit level vehicle feed to any advertising platform, so the data that would drive that creative does not exist on our side.

Do you run or resell screen networks?

No. We are not a media owner and we do not operate screens. This directory is about whether the CRM can reach an advertising platform, and on this one the honest answer is that it cannot and has never tried.

Requests are counted against the platform they name and the count decides build order. Tell us your store and which of the two questions you are asking.