Digital out-of-home (DOOH) advertising has long been recognized for its potential to engage audiences in real-world environments, but the advent of artificial intelligence is now unlocking new possibilities for the industry. Displayce, a leading European programmatic DOOH advertising platform, has achieved a groundbreaking milestone by becoming the first to integrate generative artificial intelligence (AI) into its services. The introduction of CampaignAI, a product born from a year of extensive research and development, is transforming how DOOH campaigns are conceived, designed, and executed. Built to analyze client briefs and provide personalized recommendations, CampaignAI promises to revolutionize advertising strategies through enhanced precision, efficiency, and impact.
The Role of Generative AI in DOOH Campaigns
The widespread adoption of AI across various sectors has led to significant global productivity gains, making its implementation in DOOH particularly noteworthy. The integration of generative AI into Displayce’s CampaignAI simplifies the process of creating DOOH campaigns by leveraging data-driven scenarios and strategic personalization. By considering critical factors such as location, time of day, and surrounding activities, CampaignAI ensures each campaign aligns closely with the intended marketing objectives and target audience, leading to increased relevance and effectiveness. This innovative approach allows marketers to craft more targeted and impactful media plans, positioning CampaignAI as a game-changer in the digital advertising landscape.
The advanced technology behind CampaignAI addresses several intricate challenges that are often encountered when integrating AI into DOOH campaigns. AI hallucinations, where the AI generates irrelevant or nonsensical content, are a significant concern. Additionally, adapting to the specific environment, timing, and context of each campaign poses further complexity. Displayce has overcome these hurdles by combining Retrieval-Augmented Generation (RAG), fine-tuning existing models, and utilizing its comprehensive knowledge base derived from numerous past DOOH campaigns. The result is an advanced suite of evaluation algorithms designed to select only the most relevant and impactful strategies. This ensures that CampaignAI serves as a reliable and sophisticated tool for advertisers and agencies alike.
Enhanced Efficiency and Streamlined Processes
CampaignAI is designed to cater to a diverse range of users, from individual advertisers to experienced media agencies. One of its most notable features is its ability to handle detailed client briefs with remarkable ease. By quickly identifying new creative avenues, data sources, targeting options, and available digital screens, CampaignAI significantly reduces the time needed to create a DOOH campaign, allowing advertisers and agencies to focus on strategic vision and client engagement. This streamlined approach not only enhances efficiency but also opens up new opportunities for creative exploration and data-driven decision-making.
Hayssam Soueidan, Displayce’s Chief Technology Officer, emphasizes that CampaignAI represents just the first component of a more extensive AI suite. This suite is aimed at integrating various aspects such as media, creative, advertiser specifics, and targeting data. By adopting a comprehensive approach, Displayce aims to further enrich the DOOH advertising experience, creating a more cohesive and effective promotional strategy. The ability to automate traditionally complex and repetitive processes, like audience and panel selection, makes DOOH advertising more accessible and strategically refined, providing significant advantages to both novices and seasoned professionals in the industry.
A New Standard for DOOH Advertising
Digital out-of-home (DOOH) advertising has always been valued for its ability to engage audiences in real-world settings. Now, with the advent of artificial intelligence, new horizons are opening for this industry. Displayce, a prominent European programmatic DOOH advertising platform, has reached a significant milestone by becoming the first to integrate generative artificial intelligence (AI) into its offerings. This innovation is embodied in CampaignAI, a product resulting from a year of comprehensive research and development. CampaignAI is set to transform the planning, design, and execution of DOOH campaigns. By analyzing client briefs and offering personalized recommendations, it aims to revolutionize advertising strategies, enhancing precision, efficiency, and overall impact. Displayce’s pioneering use of generative AI in the DOOH sector marks a critical advancement, promising a future where campaigns are more targeted and effective than ever before. This breakthrough paves the way for more dynamic and engaging advertisements in real-world environments.
