CBS Outdoor creates an automatic, real-time advertising campaign registration and management system with uniPaaS

CBS Outdoor

Magic Customers - CBS Outdoor

"With uniPaaS we were able to fulfill our ever-changing business requirements; increase our customer satisfaction and position ourselves as a true market leader.  I do not believe there is any other technology that could have helped us achieve this in such a short period of time."

Dan Read, IT Director, CBS Outdoor


CBS Outdoor is the market leader in mobile advertising solutions. Their range of media and sponsorship opportunities on transport networks across the UK are proven to be effective for driving sales, increasing footfall, and raising awareness for a wide range of clients, products and businesses. From traditional poster formats to cutting-edge digital innovations, CBS Outdoor has the most captivating and welcomed environments of all media. With creative and bespoke solutions available on the London Underground, Buses, National Rail, Docklands Light Railway and Tram, advertisers can access valuable and increasing audiences on a regular basis.

CBS Outdoor has expertise in all branches of advertising, but globally its key strengths are in transport advertising, billboards and indoor displays.

With its inspiring combination of flexible messaging, sensitive targeting and pioneering Digital technology, CBS Outdoor offers brand owners the tools they need to access the audience they want with the right message at the right moment.


CBS Outdoor has long been a proponent of Magic Software and has been using eDeveloper for the last decade. With the advent of Magic Software’s uniPaaS (today branded Magic xpa Application Platform), CBS Outdoor saw new opportunities to broaden the scope of their initial IT investment.

The challenge for CBS Outdoor was to create a Campaign Registration and Management System that could control their unique business operations, while remaining adaptable to changing industry requirements. The system needed to be easily configurable, but more importantly be written to automatically allocate advertising resources. At CBS, advertising spaces are categorized according to a number of socio-demographic and geo-demographic factors, which aid in the best placement of advertising campaigns. The challenge was to create a system that could automatically allocate these resources through in built algorithms based on smart business KPIs.


Powered by Magic Software’s uniPaaS, CBS Outdoor created a Campaign Registration & Advertising System that:

  • Automatically assigned advertising resources based on the correct socio-demographic and geo-demographic requirements of their customers
  • Intuitively assigned marketing space to avoid duplications and maximized exposure
  • Built in flexible smart business KPIs that were easily adaptable to changing customer and industry requirements
  • Provided a seamless route to the Cloud expanding the use of the application across the mobile workforce
  • Incorporated the scheduling, rotation, and allocation of advertisements, as well as the design and layout, production and posting of advertising campaigns


In a nutshell uniPaaS provided an end-to-end application solution that proved adaptable, flexible and cost effective, while also opening the window to future changes and Cloud based deployments.