Digital advertising
Plan campaigns, manage creative approvals, and coordinate playback across digital screens.
Made for advertisers and screen operators.
Overview
This platform family is under active development. The scope below describes its intended design; deployment readiness and supported capabilities must be confirmed for each engagement.
Managing a screen network involves more than uploading a video. Advertisers need to plan campaigns and understand delivery. Operators need to approve media, manage venues and devices, and diagnose playback problems. Each player needs the right content and a reliable way to report what happens on site.
Baobab designed the platform around that complete chain. Web applications handle commercial and operational tasks, while dedicated players connect the software to screens in physical locations. Campaign, media, and device records remain linked through the platform's APIs and delivery workflows.
What is included
Advertiser portal
Plan and manage campaigns
The advertiser portal provides campaign creation and management, a creative library, media upload, and dashboard views. Advertisers can work with campaign status, review creative information, and follow delivery metrics and recent activity.
The campaign journey moves from an advertiser's media and campaign configuration through platform approval and delivery. Notifications keep users aware of relevant activity, while organisation-based access separates the work of different advertisers.
Operator console
Oversee the network
Platform operators manage advertisers, organisations, campaigns, creatives, venues, screens, and devices from an administration console. Approval workflows give operators control over which content reaches the network.
Device provisioning, monitoring, analytics, and audit records support the ongoing work of operating a physical deployment. Teams can investigate a screen's state alongside its assigned content and activity instead of treating the player as an opaque endpoint.
Android TV player
Deliver content at the venue
The Android TV application turns supported TV hardware into a managed playback device. It synchronises playlists, downloads media into a local cache, and records playback and device-health information. Connectivity monitoring and offline-mode handling support operation through network interruptions.
The player has its own diagnostic and content-management responsibilities. Device credentials and API endpoints are separate from human sign-in, reflecting the difference between an unattended screen and an advertiser using the portal.
LED-wall bridge
Connect larger display installations
The LED-wall bridge extends delivery to on-site mini-PC installations using Python and libVLC. It gives the advertising platform a player path for display environments that differ from Android TV hardware.
This is a separate deployment surface within the same advertising ecosystem. Campaign and content coordination stay in the platform, while the bridge handles playback at the installation. The portfolio demonstrates both web-product development and software that operates alongside physical display hardware.
Built with
Baobab divided the system into campaign, creative, device, identity, and reporting concerns. Feature packages provide reusable domain behaviour, while web applications compose those capabilities for advertisers and operators.
Cloudflare Workers host the Hono API and R2 stores media assets. The database strategy separates relational business records in Neon PostgreSQL from edge-oriented data in Turso. Clerk organisations support advertiser tenancy, and device API keys provide a distinct machine-access path.
The important architectural work lies in coordinating these surfaces: a campaign must connect to approved media, an eligible device must obtain a playlist, and playback information must return to useful reporting. Local player caching and asynchronous follow-up address conditions that a web-only dashboard cannot solve.
Questions
Is this available for deployment?
Deployment readiness has not yet been verified for this catalogue entry. Contact us to discuss current scope, release gates, and your requirements.
Who owns this software?
This is owned engineering work from The Baobab, a brand of Fortezza Nuova Enterprise. Deployment and licensing terms are agreed for the relevant product.
Run Digital advertising in your organisation
Discuss the capabilities you need, deployment environment, and integration responsibilities. We will confirm current readiness and agree a scope before committing to a release.