Gen AI creative is just about to change the face of out of home advertising

In a rapidly evolving advertising landscape, Andrew Newman, CEO of DOOH.com, envisions a future where generative AI transforms out-of-home (OOH) advertising. Drawing inspiration from Hollywood, he notes the increasing possibilities of hyper-personalized ads, akin to those depicted in science fiction. The out-of-home sector has seen significant advancements due to digital technology and connected inventory, allowing for real-time updates. Newman believes hyper-contextualization will be the next milestone, enabling vast and dynamically optimized campaigns based on various factors including location and time, thanks to generative AI's capabilities.

Thanks to the potential of generative AI, we can actually imagine a standardized out-of-home campaign that could have thousands of creatives contextual to time, third-party data, and location and even optimized in real-time.

The advent of digital screens and connected digital inventory with real-time content updates is now a standard that we've helped to usher in, and we are at the cusp of delivering that at an unimaginable scale.

I believe that hyper-contextualisation in the industry is the next inevitable step. AI is pushing us closer to that future by making real-time creative optimization and targeted messaging possible at scale.

The question isn't just who's going to win the race towards hyper-targeted ad content but also who has the capabilities to deliver it at scale.

Read at The Drum