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AI Improves Digital OOH Media Buying

  • May 4
  • 3 min read

Programmatic digital out-of-home media is now more precise and more measurable thanks to advances in AI-powered ad placements.


Cyclist with backpack viewed from behind, on a path with people. Nearby ad shows a blue scooter with "TRY THIS" text. Trees and lampposts line the path.


Forget static billboards on a dusty highway. Out-of-home media (OOH) is impactful, innovative, and drives major business growth downstream. 

 

Now that digital OOH media can be bought programmatically, it's easier than ever to both target audiences and measure outcomes more precisely. 

 

EMARKETER projects that DOOH will account for 45.2% of total OOH ad spending by 2028, more than doubling since 2016. 


This growth is largely driven by AI-powered innovations that enhance targeting capabilities, measurement precision, and creative possibilities.


neon billboards around Times Square
Photo Credit: Marcus Herzberg

Benefits of AI-powered digital OOH media buying


The integration of AI into digital OOH advertising has created significant advantages for marketers seeking impact beyond crowded digital channels.


  1. Real-time responsive adjustments


According to the OAAA's 2023 OOH Tech Showcase report, AI-powered solutions are helping advertisers deploy more relevant content by analyzing real-time data feeds and adjusting creative elements accordingly. AI algorithms can analyze environmental factors such as weather, traffic patterns, and time of day to dynamically switch out creative assets, transforming what was once a static medium into a hyperresponsive digital channel.


  1. Efficient audience targeting


AI-powered bidding platforms use up-to-date information on consumer behavior, location, and environmental conditions to deliver hyper-relevant ads, ensuring the right message reaches the right audience without wasting ad spend.


  1. Improved measurement


Advances in measurement have addressed one of OOH media's historical challenges. According to a 2022 study by the Digital Place Based Advertising Association (DPAA), 64% of surveyed media planners and brands cite improved measurement capabilities as a key factor in increasing their DOOH investments. What gets measured gets managed, as they say.


  1. Omnichannel media plan integration


With programmatic buying platforms, AI technology easily connects digital OOH media activations with other advertising channels, making it a key component of a unified media strategy.


blonde woman in circle against blue and black background

Programmatic DOOH campaign examples


  • We used DOOH to take over Times Square in NYC with portraits of smash TV hit The Chosen, shot by famed photographer Annie Leibovitz! The client saw financial contributions spike instantly.


    Billboard displays "The Chosen: Last Supper" artwork with vivid colors in a cityscape setting, capturing a historical and reflective mood.

  • We also knocked out a Times Square DOOH activation for Premier Boxing Champions (PBC), leading to expanded awareness and pay-per-view clicks.


    Boxing match billboard with two fighters in city. Text: "Tank vs Roach, Sat March 1st, 8pm, Barclays Center." Bold colors, intense expressions.
    Photo Credit: NPRP Media

  • And check out this award-winning example of a "living wall" we created in partnership with NPRP Media and Humanaut for SUJA organic juices:

Green Suja juice bottle on a pink background with plants forming a living wall. Text: "Winner of Media Plan of the Year by Adweek."

Current Limitations and Future Challenges


Despite impressive advances, AI-powered digital OOH still faces certain limitations.


Privacy considerations represent a significant challenge as more sophisticated audience measurement techniques emerge. A 2023 report by the Interactive Advertising Bureau (IAB) highlights that while 72% of advertisers want more detailed audience data from DOOH networks, only 47% believe current privacy frameworks adequately address consumer protection concerns. AI-driven OOH will require careful navigation of data ethics and consumer trust.


Technical infrastructure presents another hurdle. While programmatic DOOH spending is growing, implementation costs for advanced AI systems and the uneven distribution of digital inventory limit campaign reach in certain geographic areas.


Measurement standardization continues to evolve but still lacks the universal acceptance found in online channels. Brands and their media teams will need to determine case by case which marketing metrics and KPIs truly drive the business outcomes they want to see.


OOH is no longer just about broad scale; it’s about precision, personalization, and performance. AI is taking it there faster than ever.

 

Break out of that small screen, and get ready to make a big impact your audience won't forget. 


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