Wisar Adds Share-of-Voice Ad Booking Module to 42 Digital Signage CMS
2026-08-28 · via AV Magazine
Wisar Digital has added a module called Campaigns to its white-label CMS, 42 Digital Signage, aimed at operators who sell advertising by share of voice (SOV) rather than fixed time slots. The module is available now to all 42 Digital Signage customers and white-label partners, included in the existing annual subscription at no extra cost.
SOV selling is common in DOOH but creates a real operational headache. A brand buying 25% of a 60-second loop is technically entitled to 15 seconds, but if the delivered creative runs 20 seconds, someone on the operator's side has had to manually trim it, duplicate it, or rebuild the playlist by hand to keep every advertiser's delivery honest. For networks running multiple screens and multiple advertisers, that is a recurring manual task, and one prone to error or dispute when an advertiser questions whether they got what they paid for.
Campaigns lets an operator define a loop for a screen or group of screens, set its length and the increments SOV can be sold in, and then book against it by percentage. When a piece of content does not divide evenly into its slot, the system automatically extends the effective loop length so the asset plays in full, duplicating everything else on that screen proportionally so every other advertiser still gets the SOV they paid for. Unsold space is filled with the operator's own content automatically, so a screen never under-delivers because of unbooked inventory. A built-in campaign report tracks actual plays delivered against bookings, screen by screen.
For operators, this addresses a piece of the workflow that sits between sales and delivery: it does not touch billing or invoicing, according to the release, so finance teams will still need separate tools to turn delivered SOV into invoices. What it does automate is the part that has historically been done in spreadsheets alongside the CMS, according to Wisar Digital chief executive Kevin Goldsmith, who said the company built Campaigns after watching customers manage SOV deals outside the software entirely.
The harder engineering problem, Goldsmith said, was not the booking interface but handling content that does not fit its percentage cleanly. His comment suggests the loop-extension logic, rather than the booking screen, was the main development focus.
For networks and retailers currently selling SOV manually, this closes a gap that generic playlist-based CMS platforms typically leave to human intervention. It is worth noting the announcement does not specify pricing tiers beyond "no additional cost," nor does it name specific retailer or network customers using the module yet. Operators evaluating it will want to see how it handles edge cases such as multiple advertisers with mismatched durations competing for the same loop, and how reporting reconciles with third-party ad sales or verification systems already in use.
The announcement in full
Reproduced from AV Magazine for reference. Digital Signage Magazine did not write the text below.
By AV Magazine in Digital Signage and DOOH August 27, 2026 0
A new module for the 42 Digital Signage platform adjusts playlists automatically for retailers and networks when video ads do not fit the share-of-voice slots sold by retailers and networks.
Wisar Digital has added a module to its white-label digital signage content management system (CMS) 42 Digital Signage that is built for networks and retailers selling advertising space on their screens by share of voice (SOV) rather than fixed time slots.
Selling by SOV is standard practice in DOOH advertising, but it creates operational issues. A brand might buy 25% of a 60-second loop, which works out to 15 seconds, and then hands over a 20- second video. Someone then has to manually trim it, duplicate it or rebuild the playlist to keep every advertiser’s delivery honest.
The Campaigns module allows operators to define a loop for a screen or group of screens, set the length and the increments SOV can be sold in, then book against it by percentage rather than by time.
If a piece of content doesn’t divide evenly into its slot, the system automatically extends the effective loop length, so the asset plays in full, duplicating everything else on that screen proportionally and ensuring every advertiser still receives exactly the SOV they paid for.
Unsold space is filled automatically with the operator’s own content, so a screen is never left under- delivering because of unbooked inventory. A built-in campaign report then tracks actual plays delivered against what was booked, screen by screen.
Campaigns covers the booking, delivery and reporting of a SOV commitment once it’s been agreed, but does not handle billing or invoicing .
The module is available now to all 42 Digital Signage customers and white-label partners as standard, included within the existing annual software subscription at no additional cost.
Kevin Goldsmith, partner and chief executive at Wisar Digital, said: “We built Campaigns because we were watching customers manage SOV deals in spreadsheets alongside our software, which defeats the point of having a CMS in the first place.
“The bit that took the most thought wasn’t the booking screen – it was what happens when a video simply doesn’t fit the percentage someone bought.
“Extending the loop automatically so nothing gets cut off, and nobody’s delivery gets shorted to make room for it, is the part I’m most pleased with.”