62 www.signlink.co.uk Issue 257 - February / March 2025 At the end of last year, Coca-Cola worked with Ocean Outdoor on its famous Piccadilly Lights residency to display an AI-driven Santa Claus which would interact with passers by with real-time conversations and image generation. “One of the key innovations [in DOOH] is the use of AI, particularly generative AI,”says Bonifacio, who adds: “Displayce stands out as the first DOOH platform to integrate generative AI with CampaignAI. “This intelligent assistant transforms a simple client brief into a personalised media plan. It suggests tailored media strategies, identifies relevant audiences, and determines the ideal times and locations for delivering messages. With just a few clicks CampaignAI generates a custom and optimised DOOH strategy.” As evident in the implementation of AI, digital screens and technology continue to evolve but also combat the pushback from web and print marketing. But as seen throughout this article, all these marketing channels can work together to advocate for the importance of in-person interactions and the possibilities of various technologies and innovations. Investing in a digital screen side of a signage business may not be an avenue for every business, but finding partners who are experts in this field could be hugely beneficial to expanding your work and job types. capabilities, optimal campaign impact, and quality measurement.” OOH media owner, JCDecaux, has held a majority stake in Displayce since 2022, which according to the company has accelerated its developments. With this in mind, and the fact that Displayce was founded in 2014, the company will have witnessed much of the growth in DOOH over the past decade. Bonifacio explains: “A key driver of this growth is the rise of programmatic DOOH globally, with nearly half of campaigns in 2024 being bought programmatically. This trend highlights the growing demand for more targeted, flexible, and contextual advertising solutions. According to a recent study by VIOOH, programmatic DOOH advertising adoption is expected to increase by 36% in the UK over the coming year.” Speaking about the appeal of DOOH over other advertising models, Bonifacio says: “Digital out-of-home is one such innovation that offers the potential to capture consumers’ attention directly in the places they frequent daily. This media stands out because it seamlessly integrates into daily life, offering a less intrusive alternative to online ads, where attention is decreasing due to ad saturation.” In a world in which human attention is more and more sought after, especially due to how integral mobiles phones and smart technology has become in our society, brands and corporations are constantly vying for more people to see them. Traditional OOH can offer unique and creative ways to engage with the public, whereas DOOH can use intelligent software and algorithms to plan content effectively when needed. Bonifacio says: “In recent years, DOOH has reached a new level of efficiency thanks to the integration of programmatic technology. Programmatic DOOH allows for precise audience targeting through geographic, interest-based, and demographic data. By understanding audience flows around each screen, advertisers can select the most relevant locations, ensuring effective engagement between brands and consumers.” Speaking about the advancements in programmatic software, Bonifacio adds: “Solutions like live triggering allow messages to be adapted based on real-time events (e.g. an airport flight update or a sports result), while Dynamic Creative Optimization (DCO) automatically adjusts visuals and messages according to contextual data such as time or location.” But when it comes to digital technology, it’s hard not to talk about the rise of artificial intelligence, especially now it is being implemented into so much software and brand communications. DIGITAL SCREENS AND SOFTWARE ▲ Ocean Outdoor has used its DOOH sites as dedicated fan zones for events like the Paralympic Games
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