I’m thrilled to sit down with Milena Traikovich, a seasoned expert in demand generation who has helped countless businesses craft impactful campaigns to attract high-quality leads. With her deep knowledge of analytics, performance optimization, and lead generation strategies, Milena is the perfect person to dive into the exciting world of AI in digital out-of-home (DOOH) advertising. Today, we’ll explore how cutting-edge tools are revolutionizing campaign planning, making it faster and more accessible for businesses of all sizes. We’ll touch on topics like automated strategies, real-time customization, and the seamless integration of technology into the DOOH space, shedding light on how these innovations are shaping the future of advertising.
How has AI started to change the landscape of DOOH advertising, especially in terms of campaign planning?
AI is really shaking things up in DOOH by taking a lot of the heavy lifting out of campaign planning. It’s no longer just about creating content; AI can now handle everything from identifying the best screen locations to crafting full-blown strategies in a fraction of the time it used to take. Tools like these act as a co-pilot for advertisers, streamlining workflows and making the process more data-driven and efficient. It’s exciting because it opens up DOOH to a wider range of businesses who might not have had the resources or expertise to dive in before.
What do you think inspired the push toward AI-driven solutions in the DOOH space?
I believe it comes down to the need for speed and precision in advertising. Traditional campaign planning could be a slog—days or even weeks of research and coordination just to get started. With the explosion of digital screens and data, there’s a demand for tools that can keep up. AI offers a way to instantly analyze massive inventories, match them to specific goals, and deliver actionable plans. It’s also about accessibility—making DOOH something any marketer can tap into, not just the big players with deep pockets.
How does AI simplify the process of finding the right digital screens for a campaign?
AI cuts through the noise by instantly searching through huge inventories of screens—think millions of options—and pinpointing the ones that fit a campaign’s needs. It can filter by location, venue type, or even specific points of interest, like a busy shopping district or a sports arena. This kind of precision means advertisers aren’t wasting time sifting through irrelevant options; they get a curated list that matches their audience and objectives right off the bat.
Can you walk us through how AI crafts a tailored campaign strategy for advertisers?
Absolutely. It starts with the advertiser inputting some basic details—things like their brand goals, target audience, budget, and timeline. From there, AI uses data and insights to recommend the best locations, screen types, and audience segments to maximize impact. It’s like having a strategist on speed dial; within minutes, you’ve got a detailed plan that’s ready to launch or refine further. The beauty is how it turns complex data into something practical and easy to act on.
What’s the process like for refining a campaign plan once AI generates an initial strategy?
Refinement is where the magic happens. AI doesn’t just hand you a static plan and walk away; it supports an interactive process where you can tweak things on the fly. Want to adjust the budget split between locations? Change the schedule to focus on peak hours? You can do that instantly and see how it impacts reach or impressions. It’s a conversational approach that keeps the advertiser in the driver’s seat while providing real-time feedback to optimize the campaign.
How does AI make buying DOOH ad space more accessible, especially for smaller businesses?
One of the biggest barriers for smaller businesses has been the complexity and cost of entering the DOOH space. AI changes that by integrating self-serve platforms where anyone can plan, pay, and launch a campaign with just a credit card. There’s no need for lengthy negotiations or middlemen. This democratization means a local shop or startup can now compete with bigger brands, running targeted campaigns without needing a huge budget or specialized team.
What kind of actionable outputs does AI provide to help marketers make informed decisions?
AI goes beyond generic advice and delivers concrete tools for marketers. You’re getting detailed media plans with specific venue recommendations, audience targeting, budgets, and timelines. Some platforms even offer extras like case studies from similar campaigns or insights into market trends to back up the strategy. These outputs aren’t just ideas—they’re exportable, shareable plans that can be used to get buy-in from clients or to launch directly. It’s all about moving from concept to action seamlessly.
How much control do advertisers have when using AI for customizing their DOOH campaigns?
Advertisers have a ton of control. AI isn’t a black box; it’s a collaborative partner. You can set hyper-specific parameters like custom geographic areas, particular times of day, or unique venue types. Every recommendation is editable, so if the initial plan isn’t quite right, you can adjust it to align with your vision. It strikes a balance—offering smart suggestions based on data while ensuring the user calls the shots.
What sets AI tools in DOOH apart from other AI solutions that might feel too generic or impractical?
The key difference is that the best AI tools in DOOH are grounded in real-world data and tied directly to actionable outcomes. They’re built on years of advertising expertise and actual campaign performance metrics, not just abstract algorithms. Every suggestion maps to real, bookable inventory and verifiable audience data. This ensures that what you’re getting isn’t just theoretical—it’s a plan you can execute with confidence, knowing it’s based on proven insights.
What’s your forecast for the future of AI in DOOH advertising over the next few years?
I think we’re just scratching the surface. AI will likely become even more integrated into the entire advertising ecosystem, bridging DOOH with other digital channels for truly omnichannel campaigns. We’ll see deeper personalization, with AI predicting audience behaviors in real-time and adjusting campaigns on the fly. Accessibility will keep improving, bringing more businesses into the fold. Ultimately, I believe AI will make DOOH a core part of every marketer’s toolkit, as seamless and intuitive as running a social media ad.
