How AI Solutions Are Transforming DOOH Campaigns
Artificial Intelligence has come to stay, taking over many industries and revolutionizing them for good. Let’s explore the impactful reach of AI solutions within the advertising landscape and how they have enhanced DOOH ads to unparalleled levels.
DOOH ads are quickly becoming dominant in multichannel advertising campaigns due to their dynamic nature and revolutionary capabilities, allowing advertisers to connect with consumers in the most versatile ways. And over the past few years, the incorporation of artificial intelligence into DOOH campaigns has struck the advertising industry like never before.
AI powered tools have become increasingly popular among advertisers as they enable the integration of resources and the adoption of platforms that, if utilized accurately, can boost processes for buying, selling, developing, and measuring DOOH campaigns.
In addition, AI technologies have addressed some major concerns around ad spend and advertisement waste, a challenge that persists despite the industry’s groundbreaking innovations. Statistics analyzed by Google and other marketing platforms show that online advertising still experiences a high volume of fraudulent clicks, and over 50% of ad impressions go unnoticed by consumers, which causes significant losses in ad spending.
DOOH campaigns enhanced by AI technology have the potential to turn these numbers upside down; some big companies are already taking advantage of this merger, as seen in some remarkable DOOH ads that have recently hit the streets.
In this article, we will analyze the positive influence of artificial intelligence in DOOH campaigns, reviewing how advertisers have made innovative uses of AI to boost the reach and impact of their DOOH ads. Buckle up and get ready to dive deep into AI's power.
Unveiling the Potential: A Glimpse into AI-Driven DOOH Campaigns
As the oldest advertising medium that connects with consumers while they are on the move, OOH has stood the test of time because it has embraced the revolutionary changes brought on by AdTech and programmatic technologies, transforming into Digital Out-of-Home. As advertisers continue to seek innovative ways to enhance the impact of their campaigns, the integration of Artificial Intelligence solutions has emerged as a game-changer.
Through advanced algorithms, AI enables advertisers to analyze vast amounts of data, facilitating the creation of hyper-targeted content. Moreover, AI-driven analytics streamline the content creation process and enhance campaign performance by optimizing ad placements.
For a better understanding of the power of advanced technologies in DOOH campaigns, let’s dissect these benefits and review how some companies have applied them:
1. Personalization Amplified: Enhanced Targeting and Recognition Features
AI empowers advertisers to move beyond generic messages and create personalized consumer experiences. Some AI-driven technologies, such as computer vision and facial recognition, enable a deeper level of audience understanding, as they can identify trends in audiences’ reactions and behaviors or collect demographic information such as age or gender.
Through advanced algorithms, AI enables advertisers to analyze these vast amounts of data in seconds, facilitating the creation of hyper-targeted content and providing valuable insights that inform future campaign strategies. For example, they can measure how much a person likes an ad by their facial expressions or how much time they spend in front of a DOOH screen.
2. Next-Level Brand Awareness: Interaction & Engagement
AI technologies allow for immersive advertising experiences and contribute to increasing brand awareness by engaging with consumers and leaving a lasting impression that traditional static billboards often struggle to achieve.
Facial and voice recognition, for example, enable further interaction with consumers, as they can respond to DOOH ads with their voice or expressions and prompt actions in return. Viewers who feel they are viewed back are more likely to engage with the brand and become advocates.
Some big players have already put this technology in motion; a few years ago, Coca-Cola started implementing vending machines that gave free drinks to consumers who smiled in front of their DOOH screens. Sony Pictures also tried AI-powered DOOH ads as part of the marketing campaign for The Emoji Movie, tracking passersby’s faces and placing emojis on top of them according to gender and mood.
3. Ads Coming to Live: Real-Time Content Optimization
Imagine the power of delivering contextually relevant messages to your audience at the right time and place. Through advanced algorithms, DOOH campaigns can analyze data in real-time to tailor content based on various factors such as location, time of day, audience demographics, or even consumer interests on the fly.
The dynamism of AI-driven DOOH campaigns lies in their ability to adapt in real-time. Whether responding to weather changes, cultural events, or trending topics, AI ensures your content remains relevant and engaging. This makes DOOH ads agile and responsive, seamlessly aligning with the surrounding environment.
For example, clothing brands could utilize AI technology to showcase clothes on DOOH ads for consumers to try on virtually as they stand in front of the screen. Food brands or restaurants could analyze real-time data on weather conditions and time of the day to showcase lunchtime promotions or to promote cold drinks during hot weather.
Why AI is a Must-Have for Successful DOOH Campaigns
The transformative power of AI in DOOH campaigns cannot be overstated. Artificial intelligence not only enhances the impact of DOOH campaigns and maximizes ROI by minimizing wasted impressions but also empowers advertisers to measure the effectiveness of their DOOH ads with unprecedented accuracy.
Through data-driven analytics, you can assess the impact of your campaigns, identify trends, and refine your approach for optimal results with such a level of precision that makes every dollar invested worth it. Remember that artificial intelligence feeds itself through collected data in continuous improvement, enabling better synergy.
The symbiotic relationship between artificial intelligence and DOOH is reshaping the future of digital advertising. As advertisers, embracing these transformative technologies is not just a choice; it's a strategic imperative. The landscape is evolving, and those who harness the power of AI will undoubtedly lead the way.
