How Advanced Data Analytics and AI are Innovating Out of Home Marketing and Bringing Contextual Planning and Attribution to Life

Out of home (OOH) marketing has long been a staple of advertising, but it has traditionally been seen as a less effective channel than digital marketing. However, the rise of AI is changing all that.

AI is making it possible to create more personalised and engaging OOH campaigns that are more likely to reach and resonate with target audiences. For example, AI can be used to analyse data on demographics, interests, and past behaviour to create highly targeted ad campaigns.

This level of personalisation and engagement is not possible with traditional OOH marketing. As a result, AI is helping to make OOH marketing a more effective and efficient way to reach target audiences.

In addition to personalisation and engagement, AI is also making it possible to bring contextual planning and attribution to OOH marketing. Contextual planning refers to the ability to place OOH ads in the right places at the right time. This can be done by using AI to analyse data on things like weather, traffic, and foot traffic to determine the optimal locations for OOH ads.

Attribution refers to the ability to track the effectiveness of OOH campaigns. This can be done by using AI to analyse data on things like store and website traffic, sales, and leads to determine which OOH ads are driving results.

By bringing contextual planning and attribution to OOH marketing, AI is helping to make it a more measurable and accountable channel. This is important because it allows marketers to make better decisions about where to allocate their OOH budgets.

As AI continues to evolve, it is poised to revolutionise OOH marketing. By making it possible to create more personalised, engaging, and measurable campaigns, AI is helping to make OOH marketing a more effective and efficient way to reach target audiences.

Here are some specific examples of how AI is being used to innovate OOH marketing:

• Personalised ad campaigns:

  AI can be used to analyse data on demographics, interests, and past behaviour to create highly targeted ad campaigns. For example, a clothing retailer could use AI to target ads for new spring arrivals to people who have previously shown an interest in fashion.

• Custom creative assets:

  AI can be used to create custom creative assets that are tailored to each individual audience segment. For example, a car dealership could use AI to create custom videos that showcase each of its vehicles in a way that is appealing to a specific target audience.

• Contextual planning:

  AI can be used to analyse data on weather, traffic, and foot traffic to determine the optimal locations for OOH ads. For example, a restaurant could use AI to place ads for its lunch specials in high-traffic areas during lunchtime.

• Attribution:

  AI can be used to analyse data on website traffic, sales, and leads to determine which OOH ads are driving results. For example, a retailer could use AI to track the impact of its OOH ads on sales to determine which ads are most effective.

These are just a few examples of how AI is being used to innovate OOH marketing. As this technology continues to evolve, it is poised to have a major impact on the future of OOH marketing.

LUMOS is working on an exciting product which is going to bring AI to life for the OOH industry. If you are interested in learning more, please contact us today.