Digital out-of-home advertising has long moved beyond the framework of traditional screen buying. Data, automation and increasingly precise planning have expanded its possibilities, while the introduction of artificial intelligence is now opening a new phase in the development of this channel.
This change will be at the center of the new edition of IAB Discovery, which will take place on September 22 from 4 p.m. at Zagreb’s Urania. The program will bring together representatives of agencies, advertisers and companies from the DOOH industry to discuss planning, creativity, data and new ways of using digital out-of-home surfaces.
A practical perspective will be brought by the panel When DOOH Becomes the Idea, moderated by Maša Savićević from L’Oréal Adria-Balkan and Irena Petek from Studio Nexus. Kristina Marija Jurčić from Mlinar, Ivana Mudrovčić from Mazda and Marko Beljan from 404 will discuss how they use DOOH today, where artificial intelligence is already finding its place and what opportunities their combination opens for the future of advertising.
One of the central parts of the event will also be the presentation of the document DOOH in the Environment of Artificial Intelligence. Its key conclusions will be presented through the segment Get Ready for Intelligent DOOH by Davor Fabijanić from Elite Reklam, Dean Udatny from Go2Digital, Irena Andučić from Real grupa and Luka Perović from Digital Park.
The document addresses the changes artificial intelligence is bringing to digital out-of-home advertising, from planning and optimization to creative possibilities and the use of data, as well as the questions to which the industry will still need to find answers.
A broader view of the channel’s development will be offered by Dino Burbidge from Little Dot Studios through the presentation DOOH 2030 – What’s Next?, dedicated to how DOOH could look in the years ahead.
The program begins with registration and gathering at 4 p.m., while the official part concludes with the segment IAB DOOH Hub: Ask Us Anything, dedicated to questions and discussion with the panelists. This will be followed by an informal gathering over drinks.
Anyone interested in the topic can register for the event, while additional information is available through the official channels of IAB Croatia.
