The Role of AI in DOOH Advertising: A Look at the Latest Developments

In today's fast-paced world, Artificial Intelligence (AI) has become ubiquitous, permeating various aspects of our lives. It's hard to ignore the constant stream of articles, videos, and discussions showcasing the possibilities and recent advancements of AI. From music composition to image recognition, from coding to text generation, AI has proven its versatility and ability to revolutionize industries- including DOOH advertising.

As a digital format deeply intertwined with our daily lives, constantly striving to reach the right audience at the right time and place, DOOH advertising is no stranger to technological advancements and staying attuned to the changing tides. And AI is surely poised to become the biggest wave of this decade. 

So it bears to ask: how can DOOH advertising harness the power of AI? What might come out of it? Well, spoiler alert: DOOH advertising is deeply rooted in the programmatic ecosystem, which has been powered by some form of AI for quite some time now. But that doesn’t mean there’s no room for further innovation; quite the opposite. 

Keep on reading to understand how DOOH advertising has been powered by IA, and what the future might look like for these groundbreaking technologies.

What is Artificial Intelligence

Let’s start with the basics: when we talk about Artificial Intelligence (AI), we refer to a broad field of computer science that aims to create intelligent systems capable of performing tasks that typically require human intelligence. It involves the development of software and hardware that can exhibit cognitive abilities such as learning, reasoning, problem-solving, and decision-making. 

At its core, AI relies on two fundamental elements: a knowledge base and an inferencing capability. The knowledge base comprises a vast repository of information, data, rules, and models, acquired through various methods, including manual input, machine learning, and data analysis. The inferencing capability allows the system to draw logical conclusions, make predictions, and derive new insights based on the available knowledge

So, just to be clear, AI isn't just one thing – it's a whole bunch of branches. There's natural language processing, computer vision, robotics, and expert systems, each focusing on different aspects of intelligence that result in voice assistants, self-driving cars, medical diagnosis systems, and recommendation engines, just to name a few.

But, in the end, the ultimate goal of AI is to make machines not only smart at specific tasks but also as adaptable and creative as humans. That’s why AI is constantly evolving, with ongoing research and development, as the world slowly (and not so slowly) begins to adopt it for their everyday tasks

Artificial Intelligence in programmatic advertising

So, the question now is what role does AI currently play in DOOH advertising? As we’ve seen, DOOH Advertising is deeply ingrained in the programmatic advertising ecosystem. And within it,  AI has already made significant strides, particularly through its subset called machine learning. 

Machine learning involves training systems on vast datasets, enabling them to recognize patterns, extract valuable insights, and make accurate predictions. This powerful technology has been instrumental in the success of programmatic and DOOH advertising, driving efficiency and effectiveness.

For example, with the power of machine learning, DSPs can automatically optimize ad placements and bidding strategies. By analyzing a plethora of real-time data, including user behavior, demographics, and contextual factors, DSPs can make data-driven decisions to ensure ads are delivered to the right audience, at the right time, at the most favorable cost.

Furthermore, An AI-powered DOOH advertising campaign can automatically display different ads depending on the weather, promoting warm beverages on a cold day or refreshing drinks on a hot summer afternoon. This level of contextual relevance enhances the impact of DOOH advertising ads, capturing the attention of viewers and driving engagement.

In summary, AI, specifically machine learning, has already been revolutionizing  programmatic advertising by powering DSPs and automating optimization processes. AI is also making its mark in the world of DOOH advertising, enabling advertisers to deliver personalized and contextually relevant content.

But now that the cat is out of the bag and AI seems to be so easily available, how could this impact the future of DOOH advertising? Let’s take a look at what might be in store for this trailblazing industry.

Latest AI developments in DOOH Advertising

Artificial Intelligence (AI) is currently driving innovation in DOOH advertising, bringing forth remarkable advancements in object recognition, facial recognition, and the fast creation of texts and images. 

In the realm of object recognition, AI and Machine Learning are currently used to identify vehicles on roads, allowing advertisers to deliver targeted ads to specific drivers based on their car models and colors. This level of personalization enhances engagement and enables the promotion of new car models and relevant products to specific target audiences.

The integration of facial recognition technology takes personalization to a new level, as ads can be dynamically modified in real-time based on viewers' facial expressions, gender, age, and more. From vending machines that dispense drinks when a person smiles to augmented reality experiences that overlay emojis on pedestrians' heads, facial recognition technology enables interactive and immersive advertising experiences

Through AI-powered algorithms like ChatGPT, text generation can be automated, allowing creative advertisers to create compelling ad copy quickly and effectively. Furthermore, AI-driven image creation like Midjourney enables the generation of visually appealing images, saving time and resources while maintaining the quality of the content.

These recent developments in AI within DOOH advertising present exciting opportunities for marketers. If you are looking to jump into the DOOH bandwagon, there’s not a better time than now. At Beeyond, we are more than ready to tackle any of your out-of-home projects, so don’t hesitate to contact our support team to take your messages out on the streets in an efficient and creative way.