Before diving into the nitty gritty of it all—no, artificial intelligence (AI) is not phasing out out-of-home (OOH) advertising. This is a huge industry and is a sector utilized by almost all successful companies. OOH is staying for a long, long time.
AI is not here to take over traditional forms of advertising and marketing; instead, but rather serve as a tool that can be precisely honed to improve OOH as an industry and the companies that use it. Let’s go over a general overview of artificial intelligence’s reach on OOH and its implications before exploring the bulk of the situation.
Overview
Artificial intelligence can process extensive information and data, generating computations through graphics, text, and numerical sets. This is done in split seconds, which is work that would take a person much longer to get done. In consideration of the out-of-home industry, many benefits can be gained from the use of AI.
OOH is a primarily physical form of advertising, relying on various signage to deliver a message to viewers. AI is a framework that computes and analyzes data, leaving little room to make OOH obsolete. Furthermore, research on the two industries has shown that AI will drive OOH success through its analysis technology.
Advertising relies on data and information about target audiences. AI can analyze countless data points and formulate precisely how to reach them accurately. OOH can be tailored exactly to who its target is, and AI can provide information that indicates the optimal location, time, and circumstance that will allow a message to meet its goal.
Advantages
AI compiles information from the entirety of the internet among a multitude of other sources. This means campaign plans, creative design strategies, audience targeting, and anything else needed for OOH can be generated from researched data and all the internet offers. This incredible feat allows messages to transcend to new levels of innovation.
Never-been-done-before messages can be created from the creativity of a powerhouse of information. Data is where the true power lies in AI, which gives OOH the upper hand. Real-time information can be generated, allowing advertisers to target their audience directly and in accordance with conditions.
As traffic moves, crowds shift, the weather changes, and worldwide events manifest, AI computes these circumstances and provides the best plan forward. Digital out-of-home (DOOH) messages can be redesigned on a whim and continuously tailored to audience-relevant information to reach them directly. This complete technological integration will show OOH heights never thought possible.
What’s Next?
Innovation is charging at full speed and will continue to do so with artificial intelligence. The future of AI within the OOH holds promising things in store, as the potential is limitless. Some predictions have been made that AI can be merged with facial recognition software integrated into billboards and other formats.
Billboards will be able to shift and change depending on the viewer. With the might of a seemingly infinite set of data at its disposal, AI would be able to craft an appealing and appropriate message precisely. The success and ability of AI are beginning to roll in now; it’s up to advertisers to decide whether they will join in or be left out of the possibilities in OOH advertising.
