In the modern world, such a tool is artificial intelligence (AI), which can help professionals in the Digital Out of Home (DOOH) industry perform their tasks better, work faster, and dedicate more time to more strategic work. As the volume of data increases, there will be no real choice. Today’s investments, achievements, and broader adoption of technologies are significant steps towards a more automated and efficient advertising ecosystem.

In a relatively short period, artificial intelligence, or AI, has firmly embedded itself in practically all aspects of the social lexicon. With convenient tools like the ubiquitous ChatGPT entering the mainstream alongside daunting yet fascinating headlines predicting how AI might develop and become a formidable force, AI finds itself at the center of conversations every day, where it seems everyone has something to say about it.

Studying the prospects of AI

AI is known for its ability to synthesize and analyze large datasets, find common patterns, and provide insights that can help make more informed decisions—all in a matter of seconds. In the business context, this can boost productivity and optimize efficiency by automating many manual processes that today consume significant resources and monopolize time and budget. As a result, companies in all industries are quickly working to understand how best to utilize AI in their daily operations.

The outdoor advertising (OOH) industry is no exception.

In all advertising segments, the information overload has already far exceeded what any individual can process and use, and it only continues to grow. For example, in outdoor advertising, inventory has historically been measured by a single metric that was updated once a year. Today, delivery metrics, reach, and audience frequency can be generated for each individual ad display in a digital block every hour of the day. It is no wonder that the promise of AI to manage, interpret, and convert data streams and information into automated, meaningful actions is highly attractive.

Laying the foundation

For artificial intelligence (AI) to have real utility and application in outdoor advertising or any other advertising channel, it is first necessary to lay a proper foundation to define the problems and processes AI will address. Fundamental systems, such as digital signage software, Content Management System (CMS), algorithms involved in Programmatic DOOH (pDOOH), video wall software, digital signage players, and dooh software, must generate clear, consistent, and reliable data that can be simultaneously read and interpreted by AI-based solutions.

These systems must be comprehensive and interconnected. Only then can intelligent automation inform us which outdoor advertising unit or sets of units have the most value for marketers, when and where. In areas of the advertising industry with more established methods of data generation and collection, AI is already demonstrating its ability to help brands, agencies, and media owners automate processes, maximize revenue, and achieve advertising campaign goals.

In the world of streaming and Over-The-Top (OTT) services, AI has had an additional effect: new informative analytics related to viewing habits have emerged, perfectly suited for AI strategies, allowing service providers to create personalized recommendations that lead to increased content consumption and viewer loyalty. Computer Vision can also be utilized—video cameras and AI-based systems that enable the detection, tracking, and classification of target audiences.

Moreover, music streaming services such as Spotify, armed with terabytes of data concerning their listeners’ musical preferences, use generative AI to automate curated music suggestions, which even include a dynamically AI-generated DJ voice. Ensuring the engagement of music consumers through optimal and personalized experiences creates new opportunities and greater value for advertisers seeking to connect with those same listeners.

Adapting outdoor advertising to artificial intelligence in the future

However, in the realm of outdoor advertising, it is still too early to speak of the industry’s readiness to benefit from AI, largely due to the highly logistical and physical nature of its media, as well as the numerous different types of inventory and participants involved in the campaign implementation process.

Nevertheless, outdoor advertising has made significant strides in digital transformation and the adoption of new platforms for buying, selling, and measuring impact. Investments being made today in new technologies for data standardization are paving the way for the creation of infrastructure and the centralization of metrics and standardized data structures that AI solutions will utilize.

As the industry continues to transition to digital technologies, it can be expected that AI-based automation will start to play a more significant role in implementing and optimizing manual processes, increasing productivity, and enabling brands and agencies to achieve campaign goals more effectively, ultimately leading to an increased value of outdoor advertising as a mass media channel.

The prospects of AI fascinate some and instill fear in others. Much discussion has centered on the potential for job displacement. AI can help industry professionals perform their tasks better, work faster, and dedicate more time to more strategic work. As the volume of data increases, there will truly be no choice. Today’s investments, achievements, and broader adoption of technologies are significant steps towards a more automated and efficient advertising ecosystem.

The role of artificial intelligence in targeting

Artificial intelligence (AI) plays a key role in enhancing targeting in DOOH. With AI’s ability to process vast amounts of data in real-time, advertisers can gain more accurate and relevant insights about their audience. Using machine learning technologies, AI systems can analyze audience behavior, determine the most effective times and locations for ad placements, and adapt ad messages according to the needs and preferences of consumers.

Programmatic DOOH and dynamic targeting

Programmatic DOOH (pDOOH) allows the automation of buying and selling ad spaces in real-time, making targeting even more effective. Through pDOOH, advertisers can configure campaigns based on various parameters such as demographics, geolocation, weather conditions, or current events. This enables the creation of more dynamic and interactive ad campaigns that are highly relevant to the context and needs of the audience.

Using big data to improve targeting

Big data plays a crucial role in improving targeting in DOOH. Collecting and analyzing data from various sources, such as social networks, mobile apps, and digital signage software platforms (CMS), allows for the creation of detailed audience profiles. This helps advertisers better understand consumer behavior and predict their needs, making ad campaigns more personalized and effective.

Prospects and challenges

While innovations in DOOH targeting open up new opportunities, they also pose new challenges for the industry. Specifically, data privacy and the ethical use of technologies remain pressing issues. Advertisers and service providers must find a balance between targeting efficiency and protecting consumer rights.

Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!