Adapting ads to their location and current context is just one aspect of using artificial intelligence in digital out-of-home advertising. The changes also encompass decisions that precede an ad’s display, such as planning and buying, as well as how campaign performance is monitored and optimised while it is running. A new expert document from IAB Croatia, DOOH in the Age of Artificial Intelligence, examines these applications alongside questions of privacy, data transparency and human oversight.
Across more than 30 pages, the document combines an overview of the technology with international and Croatian examples. Projects from the Croatian market show how computer vision, content personalisation and programmatic buying are already being used in practice, giving agencies, advertisers and media owners insight into applications that are also present in the domestic market.
For creative teams, part of the document addresses adapting content to different types of screens and locations. The creative execution guidelines separately cover roadside formats, digital citylights, retail spaces and transit locations. This ties creative development to the conditions in which audiences encounter an ad, while other chapters examine how artificial intelligence can support the automation of planning and buying, as well as real-time campaign optimisation.
A dedicated section of the document addresses attention measurement, alongside an overview of opportunities for more precise measurement of campaign effectiveness. The use of these technologies also raises questions about the data on which they rely, so the authors address privacy and transparency in its use. For content created with generative tools, human oversight is also emphasised.
The document also considers the potential development of DOOH through to 2030. The authors expect a stronger role for programmatic buying and optimisation using artificial intelligence, wider adoption of attention metrics and closer integration with retail media. This section offers a view of the expected direction of development, alongside an overview of existing applications.
The document was prepared by IAB Croatia DOOH Hub, and its authors are Dean Udatny (Go2Digital), Irena Andučić (Real grupa), Davor Fabijanić (Elite Reklam), Irena Petek (Studio Nexus), Luka Perović (Digital Park) and Maša Savićević (L’Oréal Adria). It is intended for those involved in planning, creating and executing DOOH campaigns, as a basis for assessing opportunities and making decisions about the use of artificial intelligence.
The document DOOH in the Age of Artificial Intelligence is available via this link.
